TLC announced Monday that it will not renew its three-year contract with the esteemed Miss America television contract, according to Associated Press.
TLC, a subsidiary of Discovery Communications (NASDAQ: DISCA), declined to mention the reason for its decision. In January, the Miss America broadcast on TLC attracted 4.5 million viewers, which was the best showing ever for the pageant on cable.
The television audience for this year's pageant was 1 million viewers more than those for the 2009 pageant, but far below the 33 million who watched the pageant on broadcast TV in 1988.
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The 2010 pageant, which was won by Miss Virginia Caressa Cameron, was No. 1 on cable the night it aired, excluding movies. It was held at the Planet Hollywood Resort & Casino on the Las Vegas Strip.
The pageant previously aired on Country Music Television and was last seen on network TV on ABC, which dropped the pageant after record-low ratings for the 2004 pageant.
Sam Haskell, chairman of the Miss America Organization, told AP that TLC executives indicated one week after the pageant that they did not want to pick up a three-year option that was part of their previous deal.
Instead, Haskell said TLC placed a new two-year deal for less money on the negotiating table, which he was unwilling to do.
The pageant, which celebrates its 90th year next year, was founded in Atlantic City, NJ in 1921 as a bathing beauty revue.
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