NBC's Rosie-Colored Glasses

BEVERLY HILLS, Calif., July 16

In perhaps the biggest information dump ever at an executive Q&A session in a TV press tour, NBC's spanking-new Entertainment Co-Chairman Ben Silverman announced Monday that:

· The next edition of NBC's ratings-starved "The Apprentice" will feature teams of "celebrities" vying for Donald Trump's stamp of approval -- including, Silverman hopes, Rosie O'Donnell.

· Jerry Seinfeld will guest-star on the season debut of "30 Rock."

· The network will give controversial actor Isaiah Washington a five-episode test drive on new drama series "Bionic Woman," while entertaining his idea for an action drama.

· The network has blown up three nights of its fall prime-time schedule -- the one unveiled in May and sold to advertisers.

· Norman Lear will return to broadcast TV to exec-produce a one-hour dramedy for NBC.

NBC decided to pick up another round of "The Apprentice" after seeing how well a celebrity edition did in the U.K., Silverman told The Reporters Who Cover Television at Summer TV Press Tour 2007.

Everyone will be playing for charity, added Silverman, making his debut appearance as NBC co-chair -- a job to which he was named in late May.

"What could be more fun than Donald sharing his business acumen with celebrities on our air?" Silverman asked, though he decided not to wait for an answer. Instead, he decided to stick his foot in his mouth:

"I think it would be great to have Rosie on 'The Apprentice.' Donald told me personally to extend the invitation to her," he said, chewing on a heel.

Donald and Rosie, of course, have history, Rosie having nicked Donald when she was on "The View" for giving then-Miss USA, an underage drinker, a second chance. (The Donald co-owns the pageant with NBC.) Donald returned the compliment, calling Rosie " fat," "a bully," "not smart," "crude," "disgusting," "a slob," "an animal" and a "big fat pig."