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The Sunday Telegraph reported the British broadcaster was considering Sugar's continued involvement in the reality competition after the successful entrepreneur was tabbed to be the enterprise tzar for the government.

"Sir Alan is in discussions with us about his plans and has assured us that he is determined not to do anything that would jeopardize his work at the BBC, which is something he values greatly", an unidentified BBC spokesman said.

The report from the BBC comes after Culture Select Committee Chairman John Whittingham called on Sugar to leave "The Apprentice" to avoid any potential problems with his new position.

"In my view, it is not possible for him to continue to present 'The Apprentice' at the same time as he is so closely identified with the government", the member of Parliament said.

The Telegraph said Sugar has downplayed such talk of potential conflicts as result of his two diverse roles.

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