Simon Cowell: From Idol to Inventor

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How did you come up with this idea for you new show, American Inventor?

Somebody came to me with a format six months ago involving inventors, but it was more like The Apprentice. I took the view that it would work with a simple A to Z, where the show ends with what the public thought was the best new invention in America.

And as with Idol, I thought the audience sequence where people come in with weird and wonderful ideas would be wonderfully addictive. We've had 10,000 applications.

How does the show work?

A panel of four judges will see about 1,000 people, then narrow that group down to 100. They walk in and present their idea or invention for two minutes. That [group] is winnowed down to nine. Each is given $50,000 to develop the idea, and the panel decides which three are the best.

The American public picks the final winner. The winner gets $1 million, their product will be manufactured, and they'll get a deal with a retailer to sell it. Like Idol, it's the American Dream, but along the way there are lots of crazy people with outrageous ideas.

Like what?

Anything from a race track for cockroaches to a stick to beat off a bear if one should encounter them on the way home. We had one woman who said she wanted to save every child -- her product was a cage. We've got the wacky, the weird, and the wonderful.

Why did you decide to launch the show here in the U.S. rather than in Britain, where Idol started?

When I think of invention I always think of America. You're always seeing ads: "Have you got the next big idea?" There seems to be that spirit in America of inventions and inventors.

Who have been your role models?

I actually really like Donald Trump. I think he's entertaining. There are so many unhappy billionaires, and he's a happy one with a great sense of humor. I didn't think I'd like him. I like people [who] don't take themselves too seriously.

Any other new shows on the horizon?

Yes, I just sold a talent show to NBC with singers, magicians, everything. It is a mixture of Idol and The Gong Show [to run this year].

You have this reputation of being tough and smarmy, but you've been quite charming and nice. What is with your reputation?

When you tape a show it's a 12-hour day. I think I am nice to more people than I am unpleasant. I guess they only seem to show the unpleasant bits. I try not be nasty for the sake of it. I try to put humor into a ridiculous situation.

Perman is a staff writer for BusinessWeek.com in New York.