'The Rebel Billionaire', Fox network's new reality show starring Virgin Atlantic Airlines mogul Sir Richard Branson, finished a distant fifth in its time slot during its debut on Tuesday drawing a disappointing 2.3 rating among adults ages 18-49.

Branson seemed like a natural to host a reality show as he has constantly found ways to garner publicity with daring stunts like his attempts to circle the world in a hot air balloon. Fox hoped his outgoing personality and quirky nature would attract viewers and help the network compete with Donald Trump's show, 'The Apprentice' which airs on NBC.

'Rebel Billionaire' is different in that the contestants are not trying to succeed in busines like they are in 'The Apprentice' but to pull of various death defying stunts such as walking a plank between two hot air ballons in mid-air.

Fox remains hopeful that the show will attract an audience through positive word of mouth and additional exposure.