Swiss TV Axes Beauty Pageant as Viewers Turned Off

Miss Switzerland 2011 Alina Buchschacher (AP Photo/Keystone, Karl Mathis)

Miss Switzerland 2011 Alina Buchschacher (AP Photo/Keystone, Karl Mathis)


GENEVA (AP) — Swiss national television says it will stop showing the country’s “Miss Switzerland” beauty pageant because viewership has decreased.

The long-running show is a fixture of Swiss popular culture and winners are guaranteed lucrative advertising deals and society engagements for a year.

Swiss television said Friday that its 25.7 percent audience share for the final was below what it would expect for a Saturday evening broadcast.

The network, which is funded through a compulsory household charge, axed broadcasts of the “Mister Switzerland” show in May, citing similar reasons.

Spokeswoman Manuela Kaech said the format “doesn’t fit our entertainment profile anymore.”

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