Apprentice host Lord Sugar has admitted he is tempted to step into the firing line and try out life as a contestant on the show.
The businessman, who returns to BBC One next week with the ninth series, said the show had "longevity", but it would be up to the corporation to decide its future.
He said: "If it's interesting television, I'm sure the BBC will continue to commission it."
He joked: "If we do a 10th series, I'm going to put a mask on and go the other side for a little while."
And he said he was not a big fan of watching himself on the TV, saying: "By about the 11th episode I do get a bit sick and tired of seeing myself on screen."