Amol Rajan is reportedly counting on Celebrity Traitors to raise the profile of his new digital business after leaving BBC Radio 4’s Today programme
His Amol Rajan Connection offers memberships costing up to £999, alongside a YouTube channel, newsletter and planned UK tour
Early social media videos have attracted modest attention, but the broadcaster has assembled experienced strategists, including former Goalhanger executive Conrad Withey
With the series reaching millions of viewers, Rajan hopes reality television exposure will turn his online project into a sizeable media empire.