Trump Show Ups the Ante on Reality TV

Donald Trump (search) wants to become the Donald Trump of TV.

How? With Donald disciples who will begin filming today on NBC's new reality show, "The Apprentice." (search

The show, in which 16 wannabe Trumps (out of the 215,000 who auditioned) will vie for a chance to land a big-bucks job working for Trump, is slated to air later this winter.

But the contestants on "Apprentice" are the most goal-oriented bunch ever chosen to appear on a reality show and range from young self-made millionaires to Harvard MBAs, said executive producer Mark Burnett.

"These people don't care about being on TV, they are jumping at the chance of learning from Trump," he said.

"The beautiful thing about this show ['The Apprentice'] is that hardly anybody who applied had applied to previous shows because this is actually going to be hard and [Trump] is intimidating."

The contestants arrived in New York City from all over the U.S. this past weekend and will live together at a secret location for up to six weeks.

On the show they will be forced to compete against each other in various business ventures like running a hot-dog stand for a day to launching a retail store in one of New York's roughest neighborhoods, according to Trump.

"We'd give them a little cash . . . and let them go to that store and operate it for week and see how they do, who's the best, who's the most creative," said Trump.