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Donald Trump has some advice for television executives looking to increase ratings.

His master plan? Give them more Trump.

“They need more shows like ‘The Apprentice,’ ” Trump said in a recent conference call with reporters. “Not necessarily from a reality show standpoint, but they need shows that hit, that capture the imagination.”

Trump’s “The Celebrity Apprentice” (launching its third season Sunday at 9 p.m. on WHDH, Ch. 7), sets VIPs – some more notable than others – against one another in challenges that end in those notorious boardroom eliminations, capped by Trump’s famous final words: “You’re fired.”

“Frankly, certain shows that are on should be changed,” Trump said with characteristic self-assurance. “They get some pretty good reviews, but they don’t get people watching. Ultimately, the people watching is going to be very important. and it’s nice to get both. We’ve sort of had both.”

Rocker Bret Michaels, disgraced former Illinois governor Rod Blagojevich, singer Cyndi Lauper, ex-baseball player Darryl Strawberry, one-time pro wrestler Bill Goldberg and Sharon Osbourne are among those competing this season.

Trump said this group is the most stubborn of the three celebrity seasons.

“They’ve been very tough – very nasty. but there’s also a lot of fun and funniness with respect to what happens, which I don’t think we had in the last one with Joan (Rivers), as an example, and with Piers (Morgan, season one),” he said. “It was really nasty with people really hating each other. These people hate each other, but it’s also funny. There’s something funny about it that I didn’t have in the first two, so I think that might be the biggest differentiation in terms of the three casts.”

Goldberg, with his massive frame, intimidates some of the other players, Trump said.

“First of all, he’s very capable,” Trump said. “And he’s a very tough guy. He’s not easy to get along with, I can tell you. I just don’t mean tough physically. He’s tough in a lot of other ways. I have a lot of respect for him, but he’s a very difficult kind of guy.”

Michaels, best known now for sifting through scantily clad bachelorettes on his VH1 reality show “Rock of love,” found himself staring down the Goldberg barrel at times.

“He’s menacing to be around, first of all,” Michaels said. “He’s a very extremely, extremely intense guy. when he goes after something, he really goes after it. If you’re in his way, you get run down.”

Even the snarling Goldberg must eventually face Trump in the boardroom. when it comes to passing final judgment, the results can appear heartless. does it ever bother the CEO?

“No, not always,” Trump said. “Not everybody do I like. Sometimes I don’t like people. and you know, it doesn’t bother me. the hard ones are when you really like somebody, really respect somebody and they make a mistake.”

Donald Trump fired up about new ‘Celebrity Apprentice’

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