NEW YORK (CNN/Money) -
Here comes the clash of the billionaires.
Fox Entertainment has reportedly signed on flamboyant British billionaire Sir Richard Branson to star in a reality TV "drama" that's a twist on NBC's hit show "The Apprentice" with Donald Trump, according to a report published Friday.
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A report in the trade publication Broadcast & Cable said Branson, founder and chairman of the Virgin Group of Cos., will star in an unscripted reality show called "Branson's Big Adventure."
In the show, a group of wannabe entrepreneurs will join Branson on some international adventure. The least impressive contestant will be left on the tarmac at the end of every show.
"In six weeks, these people will experience challenges and adventures beyond their wildest imagination. It's not about business acumen; for Branson, it's about finding that one extraordinary individual who has the right stuff to follow in his footsteps," the report quoted Fox entertainment president Gail Berman as saying.
Fox executives also took some pot shots at Trump's show, saying Branson's show "isn't about selling a glass of lemonade." The reference was to the first episode of "The Apprentice," in which two groups of contestants competed to see which group could make the most money selling lemonade on the streets of Manhattan.
Branson founded Virgin Records in the 1970s and went on to create Virgin Megastores and Virgin Atlantic Airways, Britain's second-largest airline, the report said. Along the way, Branson has become known for publicizing his ventures through record-breaking efforts, such as crossing the Pacific in a hot-air balloon.
The report said that Branson will be one of the show's executive producers.
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