For the fourth season of “The Apprentice,” Donald J. Trump searched for a gimmick to bolster ratings. His idea was simple if explosive — pit an all-white team against an all-black team. “Do you like it?” he asked, previewing the concept on Howard Stern’s radio show in April 2005.
“Yes,” Mr. Stern said. “Do you like it?” Mr. Trump asked Robin Quivers, the African-American co-host. “Well,” she said, “I think you’re going to have a riot.” That gave Mr. Trump no pause. “It would be the highest-rated show on television,” he exulted.
Long before he ignited a firestorm by telling four Democratic congresswomen of color to “go back” to their home countries, even though three were born in the United States and all are citizens, Mr. Trump sought to pit Americans against one another along racial lines.
Trump reportedly didn’t have much concern about the possible ramifications of the show. “I think that it would be handled very beautifully by me. Because, as you know, I’m very diplomatic,” he said to Stern.
Trump then added that while there would be a mix of light-skinned and dark-skinned black contestants, the white team would be strictly blondes only.
The show never came to fruition as NBC executives immediately rejected his proposal. A spokesperson for NBC did not immediately respond to Business Insider’s request for comment.
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