By Rosalind Gibb

Last updated 09:13, Saturday, 26 April 2008

WITH his deep frowning and cantankerous manner, The Apprentice’s Alan Sugar gets plenty of stick.

But no wonder he doesn’t seem best pleased. Being stuck in a room with a motley crew who exude such arrogance and/or madness would make anyone despair.

They have often lost hundreds of pounds through failed tasks – a cardinal sin in any businessman’s book.

Sir Alan, as he is known, is actually more perceptive than his bullish manner suggests, and makes you feel in safe hands.

He is an expert at sorting right from wrong.

You know that the bullies and the supremely arrogant will not win the coveted prize of being hired.

It might take a few weeks for their time to be up, depending on how risky a role they take on in tasks, but you have faith he’ll see through them before it’s too late.

Woe betide any contestant who gets on the wrong side of him.

A humiliating dressing down will ensue, witnessed by the other contestants.

He gives their egos a severe reality check, informing them in no uncertain terms they’re simply not as fantastic as they’d have us believe.

Considering these go-getters – incredibly hungry for power and money – see Sir Alan as a God, these moments are satisfying indeed.

And they make for priceless TV.

The Apprentice, BBC1, Wednesdays.