In Dragon's Den, the programme's panel of business investors is called the Dragons.
The name is built into the programme's title and reflects the investors' role as formidable businesspeople who scrutinise each pitch. Entrepreneurs present their products or companies, explain their sales and finances, and state how much money they want and what share of the business they are prepared to offer.
The Dragons can ask detailed questions about pricing, margins, intellectual property, distribution and the founder's valuation. They may make an offer, compete with one another, negotiate different terms or declare that they are not interested. Their on-screen reactions are a central part of the programme's drama.
The terminology also distinguishes the British show from Shark Tank, the United States adaptation that uses a different name for its investors. Although the underlying pitch format is related, the British programme consistently calls its investors Dragons.