Here's another suggestion - and I'm not just saying this because I would win season two if I was on it (sorry.... had to throw that in). If he REALLY wants to set himself apart on a show - give away $5 million. I mean... hell... everyone gives away 1 million bucks. If you are a billionaire, then you can afford $5 million (that's probably about the average salary of his Basketball players). But that would absolutely generate some buzz. And... in conjunction with giving someone on TV $1 million - then do a simeltaneous (sp?) online competition where a viewer can win a million. Nothing gets people watching like getting their own shot at some money. Maybe a "fantasy benefactor" competition - where they have to pick the winners, or even a weekly trivia contest with one winner being drawn for the "finals" - and the triva is based on each show (ie: What color was the guitar that the dumbass smashed?).
Anyway... back to my point.... give away a larger sum of money. I'm not sure how much actually comes out of his pocket - and how much comes from the shows revenue's, but if you want to get some folks watching - then do something to really generate some buzz.
That's my opinion.