Property tycoon Donald Trump is elated with the success of his reality TV show THE APPRENTICE - because he feels like more of a celebrity now.

Trump, whose popular American series sees a group of individuals competing for a job in his empire, has proved to be a ratings hit since debuting this year (04), and the entrepreneur is revelling in his increased popularity.

He says, "It's funny; I always thought I was a celebrity, but when you have a smash television show, there is something very big about that.

"What is funny - a friend of mine said, 'All you do (on the show) is fire people and yet - you're shown to have much more heart than people thought you had. It's actually softened your image - that's a little strange."

29/03/2004 14:24