Sir Richard Branson at the launch of Virgin Media ‘Broadband Schools’ VIRGIN MEDIA

SIR RICHARD BRANSON has criticised rival entrepreneur Sir Alan Sugar's Apprentice show, claiming it is not a good way to find the business people of the future.

The 58-year-old billionaire media and communications tycoon said the BBC programme does not show good business practice and labelled the show as simply “entertainment”.

The Virgin boss, who was also critical of the Donald Trump-led US version of the show, is sure to anger Sugar, 62, with his outspoken comments about his competitor’s TV career.

Speaking to thelondonpaper in an exclusive interview at the launch of Virgin Media’s Broadband School, Branson was quick to give his opinion on Sugar. He said: “I know him and while I admire him as a businessman, I’m not sure The Apprentice is a good way to find business people of the future.

“It’s entertainment really.

"I’m not sure The Apprentice is a good way to find business people of the future"

“I think, in that programme, the readiness to fire people - and also in the Donald Trump version - should not be an illustration of a good way of running a business.

“I think that should be the exception to the rule, but I suppose it makes good television.”

Speaking about his own experience of TV talent shows, he said: “I did a similar programme myself in America called the Rebel Billionaire, and of the three people left in the programme two of them still work for Virgin and the other one we have a charitable foundation with.

“We actually did find some tremendous people, but to be honest The Apprentice is more entertainment.”

Branson was talking at the launch of Virgin Media’s Broadband School, which aims to help people who like Branson say they are “computer illiterate”.

A study by the media company discovered 29 per cent of London internet users surveyed were not aware what broadband actually is, whilst 19 per cent believed ‘Blu-ray’ to be a type of broadband, the highest figure in the UK.