Dragons' Den - TV Review

Back for its tenth series on BBC2, last night's episode one of the new run was more of the same from Theo, Peter and the rest of the 'fiery captains of finance' as they lined up to make or break the dreams of would-be entrepreneurs.

It was less than ten minutes in before the first dragon was declaring the infamous words "I'm out" to first in the den, Bee London.

You would think by now anyone thinking of going on this show would make sure they knew there figures inside out. You only have to have seen one episode to know the dragons love nothing better than to tear someone apart for failing to recite their profit margins, costs and other important business figures.

But despite this Bee, who was trying to grab £80,000 in return for a 10 per cent stake in a hair extensions business called Weave Got Style, could not tell them how much her staff were being paid, how much profit she was making at her busiest store or what the costs were.

Theo told her: "You are driven and passionate but today you were winging it, and that is never a good tactic in the den. For that reason . . . I'm out." However, Bee did leave the show with an investment from Hilary Devey.

Bee was, as you would expect, not the first to be criticised. Others included former professional boxer Clay 'O Shea and his Abs Pak. One of the 'characters' of the first episode, Cockney Clay was after £50,000 for a 25 per cent share in his product to help people do sit-ups properly. However the dragons were unimpressed as they said big sports brands like Adidas and Reebok could easily copy his idea.

Harriet Thomas and Sue Newman were sent packing as they had simply come up with sing-along sessions for children as Peter Jones pointed out and a chip shop owner who had invented possibly the worst confetti thrower ever.

All of this of course is the draw of Dragon's Den. In the same way that many people prefer the early rounds of the X Factor for the misfits and terrible singers that is why people tune in. There is a reason the most credible pitch is always left to the end of the programme.

This week the best pitch was from graduate pals Louis Blitz and his two friends Richard and James Gold who run a headphone and mobile phone covers business. After asking for £120,000 for 10 per cent the boys revealed they are already selling their products through Tesco, River Island, Debenhams, Next and Harvey Nichols – not a bad way to start.

As you can imagine it was not long before the dragons were clamouring to get a slice of the trio's business called Skinny Dip. In the end it was Peter Jones who won out claiming 30 per cent of the business for his cash and the boys promising to consider a change of name for the brand.

Like the BBC's other long running 'entrepreneurial' show, The Apprentice, I am pretty fed up with Dragons' Den after ten series of it truth be told and would generally switch over these days.

However, it is good for up and coming businesses to get the chance to promote themselves and, as we have seen with Levi Roots, even go on and prove a success in the real world too.

So for that the programme has to be applauded, particularly in these times of economic doom and gloom.

Ben Lammas