Who knows why, but NBC has decided to bring back Donald Trump’s lackluster show “The Apprentice” for one more season. In May NBC released its 2007/2008 prime time schedule, and “The Apprentice” wasn’t listed. I assume that really pissed off The Donald, and I didn’t think you’d do that unless you really meant it and were ready to deal with the consequences. Anonymous sources (which I don’t trust) told Reuters (which I do trust) that NBC will announce the show’s renewed contract for either two years or one year with an option on a second year.

Why in the world would NBC want to air this show again? It’s as stagnant as Trump himself. Do we really need to give this delusional egomaniac more airtime? Apparently Trump needs the show more than NBC needs him. Reuters mentioned that “The show is important for Trump’s growing branding effort, which banks on the businessman’s brash image to market products including water, vodka and steaks.”

“The Apprentice” was not doing well – of its original audience, only one-third remained at the end of last season. Originally the show revived Trump’s image, and a lot of articles discussed how viewers found him much more likeable than before. Yet over time that likeability waned. Trump clearly has issues – the whole multiple fights with Rosie O’Donnell prove that he’ll do anything and say anything to make sure he’s still in the headlines.

It’s possible NBC just wants to stay on Trump’s good side – and let’s be honest, if nothing else, he’s a formidable opponent.

“Trump and NBC still remain in the beauty pageant business together. The two announced in March a renewal deal to keep annual broadcasts of the Miss USA and Miss Universe pageants, which Trump co-owns, on the General Electric Co.-controlled network through 2010.”

[From Reuters]

I think if Donald Trump wants to do something to keep himself fresh, he could try being nice. Wouldn’t that surprise everyone enough to give him press for a bit? Or donate more than $250,000 to charities? Trump is consistently listed as one of the least philanthropic (aka greediest) billionaires out there. Can you imagine how much attention he’d get if he did something good?

Picture note by Celebitchy: Here the Apprentice women in FHM: