Changing his name hasn't helped Prince Edward deflect fame.

To get people to focus on his small film company, Ardent Productions Ltd., Queen Elizabeth's youngest child calls himself Edward Windsor."The very fact that people ask me about my title, means that they're still hung up about it. They're not looking at the programs we make, they're only looking at the title," he told the Washington Post.

Ardent lost money for its first four years but is operating in the black today, Edward says. He has made everything from soap operas to historical documentaries to murder mysteries - all for television.