Alan Sugar, the multi-millionaire entrepreneur and star of the British version of "The Apprentice," took his seat in the House of Lords on Monday following his appointment as a government advisor.
Prime Minister Gordon Brown named Sugar as a life member of the unelected upper chamber of parliament, with the title of Baron Sugar of Clapton, after he named him last month to be his special advisor on enterprise.
Sugar, who is best known for his catchphrase "You're fired" on the BBC reality TV show, donned the traditional red and white ermine robes for his brief but formal introduction into the Lords.
The 62-year-old will be an independent advisor to Brown, and not a government minister. However, he is a donor to the prime minister's Labour party and will sit with Labour peers while in the Lords.
Sugar stepped down from all his directorships to avoid any conflicts of interest in his new role.
But the main opposition Conservatives have questioned whether he can still star in the next series of "The Apprentice," which is expected to coincide with a general election due by June next year.
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