Dead Ringers, in which Sir Alan Sugar turns fired contestants into frogs and the candidates are portrayed as failed applicants of Strictly Come Dancing and Big Brother who are seeking their 15 minutes of fame. Rory Bremner did an impression of Sir Alan on the show Bremner Bird and Fortune; he was in the boardroom with the main London Mayoral candidates, Boris Johnson, Ken Livingstone and Brian Paddick, and after each of the candidates failed to get a single vote according to his results, he hired himself for the job claiming he "would make a profit on City Hall". In Dead Ringers Bremner also impersonated a Sir Alan with magic powers castigating a contestant over an event akin to what occurred to The Sorcerer's Apprentice. In early 2007, the show was mocked in the television programme Kombat Opera Presents The Applicants. The series has been lampooned on the Boleg Bros website, where it is shot in Lego. Paul Merton and Ian Hislop also parodied the show during a promotional advert for the 2007 and 2008 series of Have I Got News for You. In June 2007, shortly after the conclusion of Series Three of The Apprentice, rival UK channel ITV began airing Tycoon, described in The Times as "a shameless rip-off of The Apprentice". Mark Thompson, The BBC's director general, accused ITV of "copycatting" and said that Tycoon was "very like The Apprentice, and there's possibly a bit of Dragons' Den in there". The series followed Dragons' Den star Peter Jones' search for a new business tycoon. It proved relatively unsuccessful and was removed from a prime time slot on Tuesdays after achieving fewer than 2 million viewers, over 2.5 million below the channel's average. The final episode attracted just 1.3 million viewers. The programme's winner, Iain Morgan, won a prize of over £200,000. In the fourth series of Charlie Brooker's Screenwipe, Brooker parodied The Apprentice, with Brooker taking on the role of a Sugar-like character dressed in a crown and gown, and replacing the catchphrase, "You're fired" with "You're fucked." Brooker later produced another parody, as part of the Aspiration episode of How TV Ruined Your Life entitled The Underling. In this parody, Roger Sloman portrays a Sugar-like figure who berates children for their poor attempts to set up a lemonade stand. The children's comedy sketch show "Horrible Histories" features "Historical Apprentice" as a recurring sketch. This directly references