The Prime Minister is expressing ‘grave concern’ for viewers of The Nine Network’s reality TV show ‘Celebrity Apprentice Australia.’

“It’s very difficult to understand why anyone would watch the show,” says Scott Morrison.

“Viewers clearly need help. That’s why the federal government has set up a new 24 hour helpline.”

The ‘Celebrity Apprentice Viewer’ hotline is staffed by qualified counsellors, working around the clock from a large call centre in Sydney’s west.

“It’s a free call to the helpline, and callers can remain anonymous if they wish,” says the PM. “Our counsellors will try to wean viewers off the show as quickly as possible.”

The PM says he’s especially concerned about the show targeting vulnerable people with misleading and deceptive claims.

“Referring to Martha from MAFS or Anthony Callea as ‘celebrities’ is simply unacceptable,” says Scott Morrison.

The Nine Network was not available for comment.

‘Celebrity Apprentice is on air next on Sunday night at 7pm.

Anyone who watches the show is urged to call the helpline immediately on 1300 777 989.