via press release:
TLC announced that Mario Lopez returns as host of the Miss America Pageant when it is broadcast live from Planet Hollywood Resort & Casino in Las Vegas on Saturday January 30, 2010 at 8 PM ET.
This marks his second consecutive year hosting the event, and his third time total for Miss America. “I look forward to taking the stage again in January and helping crown the next Miss America,” said Lopez. “It’s great to be associated with such a respected and relevant organization, and TLC has turned the pageant into a must-watch event.” “Mario has proven himself as one of the most skilled hosts for live events, and helped make this year’s pageant the success it was. We welcome him back and know it will help make the 2010 pageant even better,” explains Brent Zacky, VP of Development for TLC. “We’re thrilled Mario is returning to host the upcoming pageant. He is the consummate professional, and has unmatched charm and energy,” added Art McMaster, President and CEO of the Miss America Organization. The 2010 Pageant brings together the 53 contestants who are competing for the title of Miss America. In addition to the 50 United States representatives, the pageant also includes Miss District of Columbia, Miss Virgin Islands, and this year welcomes back Miss Puerto Rico, after a 50-year absence from the event. The 2009 Miss America Pageant, which TLC broadcast live on January 26, was the #1 program on cable for the night in key demos, and was ranked #3 among all television networks in W18-49.
Once upon a time this pageant used to be a major draw for a network — ABC, CBS, NBC (not sure if Fox ever had it). It used to be an EVENT, one of those things you marked on the calendar to watch. Now, not so much.
In the last decade it has hopped from ABC to CMT to TLC, from Atlantic City to Las Vegas, from September to January in airing dates, and from a formalized showcase to a reality show hybrid of past and present day formats. It used to be competitive with the major network offerings. Now, the PR folks brag about key demos in cable broadcasting while drawing about 3.53 million viewers, down from 2008’s 3.63 million (as reported by Robert Seidman back on January 27, 2009). Kate’s Story (Jon & Kate + 8 fame) did slightly better.
Times sure have changed.
How is it that The LEARNING Channel came to bid on such counter-mission programming in the first place.
Once upon a time, Miss America was one of the most famous people in the country. Women wanted to be like her. Men wanted to date her. Everyone knew her name. I’m not sure when the U.S.’s love affair with Miss America ended. Maybe around the time of the Vanessa Williams scandal. Maybe when seeing beautiful young ladies parade around a stage became old hat.
TLC can bid on the pageant because not even CMT wanted it anymore. The next stop is public access or online-only. Mario Lopez is a serviceable host but he’s no Bert Parks. The pageant is lucky to air on a Saturday night in January on TLC. How the mighty have fallen.
@Scott R.
We’ve reached the point where the original meanings of cable channel acronyms are a shadow of what the networks represent today – the aforementioned CMT is a good example (Extreme Makeover, anyone?).
By the way, lest anyone forget, one of the judges for this year’s pageant will be none other than Rush Limbaugh:
http://www.cbsnews.com/stories/2009/10/09/entertainment/main5375161.shtml
What will they do for an encore in ‘11, bring in Howard Stern?