"Pete is one of the great raconteurs of the music business; his show will be unmissable and we are delighted to have him on board," said the Smooth brand programme director, Steve Collins.
"Parents of victims brand programme 'disgusting' and in 'really bad taste'", the Mail rants, and sure enough, here is June Taylor, whose daughter Carrie died in the London bombings.
Instead, the first step is to form a strategic alliance under which Ashridge and Hult will "remain as separate entities, with their own brands, programmes and management".
Patrick Walker, YouTube's video partnerships director, said the launch would bring more big-brand programmes to viewers on top of the site's home-made clips.
But interestingly, the series comes not from an established docs company but from TwoFour, who are "specialists in factual entertaintments and lifestyle programmes, with quizzes and property programmes in the pipeline", and most especially "branded programmes", for the likes of Philllips, Audi and Epsom.
All BBC commercial services and any products or programmes bearing the BBC brand or BBC programme brands must uphold the BBC's reputation for quality and high editorial standards.
Rival Tesco dropped its Brand Guarantee scheme in June, while Sainsbury's ended its Brand Match programme in 2016.
Monty Python's Flying Circus was a brand new programme.
Lord Harewood, cousin of the Queen, branded the programme "smooth and odious... hateful".
The company would not say how big the investment was, but did say that it would help support "a significant store roll-out and brand development programme".
