Paddys exec stars in Channel 4's Undercover Boss tonight

Paddy Power company director William Reeve’s covert operations at the bookmaker’s betting shops will be shown tonight on Channel 4 in Undercover Boss.

The show, broadcast at 9pm, features soon-to-be head of operations Reeve working on the shop floor, in the egaming division, phone betting and customer services department in stores including Piccadilly Plaza, Manchester and Kilburn, London.

It is the first time the award-winning British version of Undercover Boss has focused on a company from outside the UK.

Reeve, the co-founder of LOVEFiLM, was appointed last month and will become head of operations on 5 September.

Paddy Power communications manager Ken Robertson told eGaming Review this morning: “We’re very pleased to be taking part. It’s a great chance for our CEO and the rest of the senior management team to see what the rest of the staff think of them!”

The format of the show sees a senior executive working undercover in his or her own company to see how it can be improved and to reward the best employees.

At the end of the programme, Reeve reveals his true identity to the employees he worked with. Some are promoted and given holidays, while others receive more training. One member of staff is also offered a transfer to Paddys’ Australian division Sportsbet.

The show also includes an incident in which high street staff are subjected to armed robberies and one customer service agent has to handle racial abuse and suicide threats.

Filming took place in May during the busy build-up period to Euro 2012.