James Watt, the co-founder of BrewDog, has announced the launch of a record-breaking new reality TV show seeing entrepreneurs compete for a staggering £2million prize.
The House of Unicorns show, a partnership with Sony and Whisper Productions, is expected to hit screens later this year.
Watt, who stepped down from his chief executive role at BrewDog last year, is quoted in The Times as saying: “I’ve always been so disillusioned and frankly fed-up with the tired format of reality TV business shows relying on worn-out tropes and stale stereotypes of entrepreneurs for comedy value, which are well past their sell-by date.”
A unicorn is a start-up company which achieves a valuation of $1billion or more. Only 86 of the UK’s 400,000 start-ups have reached unicorn status.
The show's website states: "Content is king but distribution is the kingdom, add this to an injection of capital and you've the ingredients to scale!
"House of Unicorns do it differently, by focusing on accelerating your sales through our unique platform. Rather than simply providing cash for equity, we connect scale-up businesses with powerful marketing tools such as TV, content creators, influencers, and celebrities through our House of Unicorns ecosystem.
"With worldwide reach, access to expertise and an experienced team, explosive growth is possible."
It adds: "James is on a mission once again to double the number of Unicorns in the UK by 2030.
"Of the £2million invested through House of Unicorns, £1million of this will be voted for by you, the viewer. You will have your say on where James spends his money in the biggest investment cash prize in UK TV history!"