MUMBAI: US broadcaster NBC has announced that fans of its business based reality show The Apprentice will be able to sign up for exclusive text message alerts to be sent directly to their cell phones from the candidates themselves during the show.

This initiative kicks off from today 20 March. NBC.com will offer weekly Apprentice alerts to subscribers, giving viewers the inside track to the unfolding onscreen action. Subscribers will receive up to five text messages from different candidates synchronised with the broadcast itself.

As the drama intensifies on screen - and boardroom battles rage - candidates will send out messages detailing their thoughts, strategies and decisions as the episode develops.

In India the show airs on Star World. Viewers can register at www.NBC.com/apprentice or text the word "APP" to the shortcode "62288" (NBCTV). On this week's episode teams are given their fourth task - to design billboards launching the new face of Post Grape Nuts Trail Mix Crunch Cereal.

The winning team - determined by Post executives who judge the teams based on originality, brand image and overall campaigns - cooks alongside world-renowned chef Jean-George at his signature restaurant in the Trump International.