Diary: In the business of self-promotion...

If you think Pop Idol was too tame and relish the prospect of crushing the dreams of budding entrepreneurs, Business Idol, the latest project to broadcast humiliation nationwide, wants you.

Hard on the heels of business reality shows Dragons' Den and The Apprentice, TV production company Inspa has hired Channel 4 producers for the project, in which teams of 15 to 19-year-olds will pitch their business ideas to a panel of three senior business entrepreneurs.

When Purple Dragonfly consultant Abigail Crerar, who is charged with finding the judges and sponsorship for the programme, appeals to PRWeek to help her find the 'Simon Cowell of the PR industry' to sit on the judging panel, we knew we had to help.

Mark Borkowski, the industry's self-styled Gordon Ramsay, has his doubts ('If you want expletives deleted I'm your man') while Max Clifford - who we have to thank for establishing Cowell - also declines.

But Clifford does suggest QBO Bell Pottinger's eponymous founder Quentin Bell as someone who 'will do anything to be on television.'

Over to Bell, who tells us he would be 'delighted' and does not deny his reputation for self-promotion: 'why break the habit of a lifetime'?

Make sure those proposals are well-polished, kids.

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