(4 April 2007 6:00 pm)

MUMBAI: To celebrate the launch of the edition of the business based reality show, The Apprentice in the UK FremantleMedia Enterprises’ (FME) licensing team has unveiled the show’s new official broadband website, www.bbc.co.uk/apprentice.

This will be home to a raft of new media activity.

The Apprentice website, which has been created and managed by FME, will feature breaking news, exclusive video interviews, episode previews and the chance to view exclusive behind-the-scenes content and extended footage which the producers could not fit into the one hour show. Fans will also be able to read a weekly column from one of last year’s most memorable candidates, Jo Cameron, who will be commenting on the tasks, new candidates and her recollections of the Boardroom.

For the very first time in the UK, FME has ventured into the realm of vodcasting, a move which signifies the first of many brand extensions into this arena. A weekly video podcast will be available to download from the official website as well as via iTunes and other vodcast readers, so fans can get their fix of The Apprentice on the move. The vodcast will offer a recap from each show, a selection of behind-the-scenes footage and exclusive sneak previews for the following week’s episode.

Site users will be able to play The Apprentice ‘Appraisal Game’ and demonstrate their knowledge of the show by watching clips and answering questions. Fans can also sign up to receive a weekly newsletter showcasing website highlights including exclusive news, features, video recaps from the show, competitions and games.

To complete this cross-platform proposition, FME has also taken The Apprentice on to mobile. Each week, mobile users will have access to preview clips of the upcoming show, as well as exclusive behind-the-scenes clips and the iconic ‘Your Fired’ moment. Content will be available on selected mobile networks in the UK and Eire for both 2.5G and 3G phones.