'The Apprentice' final attracted a record UK audience last night.
The show, in which milkman's son Lee McQueen was crowned Alan Sugar's new apprentice, was seen by an average of 8.9 million viewers in Britain.
In the last five minutes, 10.3 million UK viewers tuned in.
The 15-minute peak, the slot most often used to measure TV viewing, attracted 9.7 million.
BBC1 Controller Jay Hunt said: "Over 10 million people watched the moment when Sir Alan Sugar chose his apprentice.
"It's fantastic that a show with business at its heart can become unmissable television for such a large audience."
The previous record for 'The Apprentice' was 7.5 million viewers for last week's show.
Last year's final, when Simon Ambrose landed the £100,000 (€126,317) job, was watched by an average of 6.8 million viewers.
British prime minister Gordon Brown supported Sugar’s choice of 'Apprentice' winner today – but warned that people should always tell the truth on their CVs.
McQueen landed the job with the tycoon despite exaggerating his educational achievements.
McQueen, a recruitment sales manager with eight GCSEs and a BTEC diploma, was caught out in last week’s episode of the show for lying on his CV.
At his monthly press conference, the Prime Minister said: “I think people should tell the truth. I think in this case someone exaggerated what they had done.
“Alan Sugar is perfectly capable of making his decisions and we should support him in the decision that he made.
“But generally my advice to people is to tell the truth when they are applying for jobs.
“Because as was found in this case, it always comes out anyway and it became known that an exaggeration had been made.”
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