NBC - which long long ago, was actually a pretty good network - has renewed "The Celebrity Apprentice."
Okay, I'll just give you a couple minutes to let this news sink in...
Sunk in? Good.
Yes, re-newed and it certainly now appears that the only challenge before Trumpster is in trying to exhume a new celebrity cast more obscure than the current. The press release that NBC just sent out is stuffed with a lot of self-congratulatory quotes from various figures in the charity trade (winnings, as you know, go to the celeb's favorite cause). I'll spare you all those except - suffice to say - NBC is treating this renewal like it's a cure for AIDS in Africa.
In a statement, NBC reality biggie, Craig Plestis,had this to say about the renewal: "This revved up installment of 'The Apprentice' has been a game changer for the series. As the rest of this season unfolds, you just keep watching, these episodes have been more thrilling than any season before. There were times when I was screaming at the TV set, literally."
There's more: This season's finale will air (live!) on March 27 from NYC.
Do not be fooled - "Celeb App" is not a huge ratings success, averaging around 9 million, or about the same as "Nightly News." But in NBC's current condition - fourth place, "American Gladiators" as the season's only stand-out, "Lipstick Jungle" just around the corner - nine million looks FABULOUS.