Apprentice Star Tim Campbell Dismisses 'Softer' Characterisation as New Series Launches
As The Apprentice 2026 prepares to hit screens this Thursday 29 January, attention has turned to the dynamic between Lord Sugar's two trusted aides. While Baroness Karren Brady is renowned for her formidable presence and eyebrow-raising reactions, some viewers have characterised businessman and former contestant Tim Campbell MBE as softer and more approachable by comparison.
Campbell has responded to this characterisation with characteristic directness, telling City AM: "Nonsense! Absolute nonsense." He elaborated on the role both he and Brady play within the show's format, stating: "We are there to observe the candidates and be quiet actually. Our role is not to be smiley, happy, sad, our role is simply to assess the candidates and feed back the information to Lord Sugar."
The True Nature of Apprentice Observations
Campbell emphasised that he doesn't believe the aides should be judged on their emotional expressions, explaining: "I don't think we should be judged at all on whether we're happy or smiley. Often we can't hide our actual feelings around our candidates, our facial expressions will share exactly what everybody watching is feeling."
He described the involuntary reactions that viewers have come to recognise: "Whether it's the raising of an eyebrow, shaking of our head or our heads in our hands, you definitely get the feel that we are invested in our candidates." This investment, Campbell suggests, transcends any simplistic characterisation of approachability.
New Series Brings International Flair and Classic Format
The Apprentice 2026 returns to BBC One and iPlayer this Thursday with the familiar format that has maintained its popularity despite increasing competition from streaming services. The nineteenth season achieved an impressive average audience of 6.7 million viewers per episode, demonstrating the show's enduring appeal.
This year's series introduces an international dimension, with Lord Sugar's boardroom temporarily relocated to Hong Kong. Contestants will complete tasks against the backdrop of iconic Asian cultural landmarks including a Big Buddha statue. The trailer showcases ambitious challenges involving dune buggy rides and virtual reality combat with robots.
Campbell's Vision for Future Apprentice Tasks
Ahead of the show's launch, Campbell shared his thoughts on potential new directions for the programme's famous business challenges. He revealed: "If there was something I specifically would lean towards, I think working and supporting the charitable sector, a brand and marketing campaign focused on a charitable sector, could be really interesting."
He highlighted the particular pressures facing this sector: "When we think about the strain and stress that particular sector is under in the marketplace." Campbell also suggested social care as another area ripe for innovation: "And also maybe an intervention with regards to social care, another big strain on our economic prosperity at the moment."
He elaborated on the demographic challenges: "There is an ageing population, there are more people who will need care at the end of their lives than we have babies." Campbell believes these social changes, combined with technological developments like AI and global working patterns, could provide fertile ground for innovative business ideas from contestants.
The Apprentice's Economic Impact and Legacy
Speaking about the programme's broader significance, Campbell emphasised its contribution to the UK economy: "We find viable businesses that are successful and individuals that go on to create employment for the UK, jobs, tax revenue and innovation."
The show continues its tradition of substantial investment in winning ideas, with Lord Sugar committing £250,000 to the successful contestant's business venture. This follows a Christmas special that saw celebrities including Benedict Cumberbatch, Olivia Colman and Robbie Williams participating to raise money for charity.
As The Apprentice celebrates its twentieth anniversary this January, the programme maintains its position as a significant cultural and economic force in British television. The combination of familiar format elements with new international settings and contemporary business challenges ensures its continued relevance in an increasingly competitive media landscape.
