The Conservatives have called for Sir Alan Sugar to quit his TV show ‘The Apprentice’, after he accepted a job from Prime Minister Gordon Brown.

They say his new role as an “enterprise tsar” for the government is “completely incompatible” with BBC rules.

Culture Select Committee chairman and Conservative politician John Whittingdale told The Mail On Sunday: “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.

“I had assumed that by accepting the role as enterprise tsar he would stand down from his role in The Apprentice. His show is all about business and enterprise. He will be making recommendations on policy to Government.

“He is already a political figure – he has made no secret of his admiration for Gordon Brown. Either he is an influential figure in Government or this is just window-dressing.”

However, in an interview with The Andrew Marr Show Sugar defended his right to stay with the TV show saying:

“As far as I’m concerned, this is politically neutral. All I want to do is to try and help businesses and enterprise.”

“I have a passion and commitment to try and help small businesses and enterprise to see if we can get things moving again.”

He denied he had joined the government, saying: “I wouldn’t join the government, I don’t see this as a political thing.”

A BBC spokesperson added: “Sir Alan is in discussions with us about his plans and has assured us that he is determined not to do anything that would jeopardise his work at the BBC, which is something he values greatly.”