Bloomberg TV’s Newest Bet: A Reality Show

By Alex Weprin 

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The business networks can be quite tame compared to their more generalist counterparts, but in primetime, there have been some interesting experiments.

The latest comes from Bloomberg TV, which is launching what can only be described as a “reality show” tomorrow evening.

The program, “Bloomberg the Mentor,” will follow successful CEO’s and business leaders mentoring small business owners across the country. The premiere episode will have Boston Beer Company (the brewer of Sam Adams) founder and chairman Jim Koch mentoring the owners of Oceanside Ale Works in California.

Future episodes will have the CEOs of 1-800-Flowers, Jamba Juice and Seventh generation as mentors.

“The Mentor” is Bloomberg’s latest attempt to spice up its programming in primetime, when its core business audience isn’t working. The network recently launched a documentary series, “Bloomberg Game Changers.”

CNBC has found success with esoteric programming in primetime, mostly in the form of documentaries, while FBN has relied heavily on its personalities.

“Bloomberg the Mentor” will premiere on Bloomberg TV Thursday, November 4 at 9 PM.