The creator of "The Apprentice" reality TV show is suing the firm that reportedly handled product placement for the hit series.

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Mark Burnett Productions has filed suit against Madison Road Entertainment, alleging Madison Road lied to companies, which are not named in the lawsuit, to get their products, "Celebrity Justice" reported Wednesday. Then, the lawsuit claims, Madison Road unjustly pocketed as much as $7 million for placing products.

The lawsuit says Madison Road allegedly misled sponsors when it claimed it had been hired by "The Apprentice" to make product-placement deals. The lawsuit also claims Madison Road told "The Apprentice" it had "pre-existing" business relationships with some sponsors, which also turned out not to be true.

Madison Road denies any wrongdoing and says the litigation has left it "astounded."

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