Linwood, NJ  - Discovery Communications-owned TLC and the Miss America Organization announced today that the Saturday night, Jan. 24 live telecast of the 2009 Miss America pageant drew 3.5 million viewers, according to Nielsen Media Research data.

The show was the most-watched show on cable for the night among adults 18 to 49,  women 18 to 49,  adults 18 to 34 and women 18 to 34.

Sam Haskell, III, Chairman of the Board for the Miss America Organization stated, “After partnering with TLC for the last two years, we have been able to build our Miss America audience and reach new and younger demographics.  We are thrilled with the results, and we have been able to successfully re-brand our Miss America image while continuing to expand the reach of our program.”TLC and the 2009 Miss America Pageant ranked third among all television networks in adults 18 to 49, behind only Fox and CBS, according to the network.

Art McMaster, President and CEO of The Miss America Organization stated, “We are truly excited with the new direction of our Pageant telecast and to know that viewers across America are tuning in to witness the tradition of our Pageant and that is being presented in a new and contemporary way.”

This year, Miss America 2009 Katie Stam will serve as the Goodwill Ambassador for the Children’s Miracle Network and will work on her personal platform of “Promoting Community Service and Involvement,” across the country.

About Miss America
The Miss America Organization is one of the nation’s leading achievement programs and the world’s largest provider of scholarship assistance for young women.  Last year, the Miss America Organization and its state and local affiliates made available more than $45 million in scholarship assistance.

For more information, visit www.missamerica.org.

Tags: beauty pageant, Miss America, Most Watched Show, scholarships and beauty

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