After all, it was "The Apprentice" that reversed NBC Entertainment's financial and ratings nosedive when the show went on the air in 2004. At the time, NBC was looking for new hits to replace such beloved shows as "Friends." Former NBC Entertainment chief Jeff Zucker (who now runs CNN) boasted that he refused to let Burnett leave the building after pitching the reality TV show featuring Trump until the network had a signed deal for the rights to air it.