Amid Feud of Networks, ‘Apprentice’ Star Trump Gives CBS Chief a Bad Job Review

Donald Trump’s hit show on NBC, “The Apprentice,” ends each week with the New York billionaire bouncing one of the contestants trying to become his $250,000-a-year assistant. The unlucky one is summoned to a boardroom where Trump snaps, “You’re fired.”

On Wednesday, Trump made clear that, should CBS Chairman Leslie Moonves ever come on the show, he would get dumped, too.

While hyping “The Apprentice” during a gathering of TV writers in Hollywood, Trump called Moonves “the most highly overrated person in television.”

“If Les Moonves was a contestant on this show, he would have been fired by the third episode,” Trump said. “And, unlike most people, I like Les Moonves.”

Gasps and then laughter rippled through the audience of 100 writers, most of whom know Moonves and are keenly aware of his bitter rivalry with NBC.

Seated next to Trump was Mark Burnett, an executive producer on the show, who covered his head with his hands. Burnett produces “Survivor” for Moonves, an association that has made tens of millions of dollars for Burnett and Viacom Inc.’s CBS.

Moonves, when called for comment, refused to take Trump’s bait. CBS spokesman Chris Ender would say only, “The Donald is always good for a chuckle.”

The ugly feud began over a contest of beauties.

In 2002, CBS let lapse its long-time agreement to broadcast Trump’s Miss Universe pageant. Upset, the prolific deal maker turned to NBC Chairman Bob Wright, who liked the idea of bringing the event to his network.

Moonves, meanwhile, got wind of NBC’s interest. In a series of letters, CBS said it wasn’t ready to let go of the pageant, according to Trump and executives at General Electric Co.-owned NBC.

Feeling slighted, Trump signed a five-year, $50-million deal with NBC. Executives at CBS later said they did not want the pageant because of withering ratings -- a contention that continues to rile the real-estate baron.

Last week, Moonves got under Trump’s skin again.

After “The Apprentice” premiered to huge ratings -- more than 18.5 million people watched the first episode on NBC a week ago -- CBS decided to run an episode of its highly successful “CSI: Crime Scene Investigation” against “The Apprentice.”

NBC countered by airing a repeat of “The Apprentice” Wednesday night, shifting the second episode to tonight.

While Trump unleashed his broadside at Moonves, a kindred spirit stood in the back of the meeting room at the Renaissance Hollywood Hotel, where the Television Critics Assn. had gathered. That was Jeff Zucker, NBC’s president of entertainment, news and cable channels. Zucker and Moonves have been sniping at each other for three years as the top two networks have battled for viewers.

Surrounded by reporters, Zucker smiled and said: “It’s Donald. He’s the best.”