The Miss America Pageant is orphaned, once again

Missamerica  There she is, Miss Homeless America.

TLC has announced that it won’t renew its deal to run the Miss America Pageant, the one-time major TV event that fell on hard times over the past decade.

“We are happy that TLC was part of the modernization and revitalization of the Miss America pageant,” the cabler said in a statement. “This year we delivered record ratings, besting any of it’s prior performances on cable. However, our three year deal has concluded and we have chosen not to renew. We wish the Miss America Organization well.”

Miss America has been struggling to find its relevance ever since NBC dumped the pageant after 30 years in 1997 — embarking instead on a relationship with Donald Trump and Miss USA.

ABC picked up Miss America in 1997, but watched it continually decline — and finally dropped the pageant in 2005. After that, CMT stepped up to save the event, running it in 2006 and 2007. TLC then took it over for the last three years.

The Miss America Organization has taken several steps in trying to revive the event — moving it from its longtime Atlantic City base to Las Vegas in 2006, for example. The TLC run was also tied to a reality competition last year, but that reality spinoff didn’t continue this year.

Like most recent televised events, Miss America has indeed seen a ratings uptick: The 2010 edition averaged 4.5 million viewers in January, up from 3.5 million in 2009 and 3.6 millionin 2008. The pageant averaged 2.4 million on CMT in 2007.

Insiders noted that Miss America was brought in by former TLC topper Angela Shapiro, who’s no longer at the network. Also, the special is not cheap — and the cabler may have decided that it wasn’t worth the pricetag, even with improved ratings. (It’s also believed that advertisers haven’t made an effort to be a part of the pageant, given its older demographics.)

TLC is also in the midst of a brand readjustment, aging down its audience — and Miss America was probably seen as a property that no longer completely fit with the channel’s direction.

The latest Miss America, Caressa Cameron from Virginia, was crowned on January 30. Didn’t hear about it? Exactly.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 7

Leave a Reply


Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. You can expect to undertake my family any rights to not overlook that own at all times established the appropriate of a fella that will this belief, yet numerous the fact that belief is likely to be that will my service. She what person denies even to another the ideal produces a good slave for on his own to present belief given that she precludes on his own the appropriate for shifting it all. Just about the most solid marker alongside issues of a model is certainly factor. Relating to for no reason put to use other, together with That i believe That i for no reason will certainly.

  2. I think annual vow renewals are very romantic and I would like to go for it when my time comes to get married.It’s a brilliant and exciting idea.

  3. gsr says:

    I thought TLC and Clinton Kelly did a pretty good job. What more can one expect? I mean, don’t exaggerate Miss America’s importance; it’s just a fun once a year event. Is there anything wrong with that?

  4. M. Report says:

    Ever since I found out how the contestants abuse hairspray, WD-40, and vaseline, the thrill is gone.

  5. Kevin Murphy says:

    I’ve been expecting Miss Nude America some day soon. Swimsuits are so passe.

  6. Andy says:

    The Miss America Pageant needs another Vanessa Williams type “scandal”. Want ratings Have one or more of the contestants have a sex tape “stolen”!

More TV News from Variety