Monzo and Innocent Drinks founders among high-profile execs floated for new Amazon TV show about startups

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Monzo cofounder Tom Blomfield is among a host of entrepreneurs being lined up as judges on the new show.

A new TV show for entrepreneurs is set to air on Amazon Prime later in 2021, documents show. Called “Incubating Entrepreneurs”, the show will take a “Dragons’ Den” style format. Monzo founder Tom Blomfield and Innocent Drinks founder Richard Reed have been floated as judges. See more stories on Insider’s business page.

With the global rich list dominated by founders and entrepreneurs, starting your own business can look like an appealing route to wealth.

But entrepreneurship is no walk in the park.

A new TV series hopes to teach would-be founders the ropes of entrepreneurship from a panel of successful execs and investors, Insider has learned.

“Incubating Entrepreneurs” markets itself as a cross between “Shark Tank”, “Dragons Den”, and “The Apprentice” and is set to debut on Amazon’s Prime streaming service later this year, according to documents seen by Insider.

Luis Kelly, the director of Pictures in Motion, the production company behind the show, confirmed it was going ahead when contacted for comment by Insider. He said some details were not yet firmed up, as an airing date had yet to be finalized.

Amazon did not respond to a request for comment.

The company has at least two prominent panelists in mind: the cofounder of banking unicorn Monzo, Tom Blomfield, and Innocent Drinks cofounder Richard Reed. Insider understands that neither are signed up yet, but will be approached by a talent agency.

Blomfield said he was not aware of the show but said he was interested in participating when contacted by Insider. The Monzo founder has been a free man since leaving the fintech in January this year.

If Blomfield and Reed take part, they would be involved alongside Eamonn Carey, the managing director of startup incubator Techstars, angel investor Ying Wang, and Angelika Burawska and Steve Lindsay, COO and business development manager respectively at London-based early stage fund SFC Capital.<!–