According to organisers of the 50th annual Miss World contest, it's a glamorous extravaganza watched by two billion people in over 100 countries. At 50, Miss World is struggling to maintain its profile against American rival Miss Universe, and striving to show it is a forward-thinking beauty pageant for the 21st century. In Britain, the pageant is widely seen as a quaint, kitsch spectacle.
Organisers try to train the focus on the millions the pageant has raised over the years for charity.
The contestants, too, stress their volunteer work, community spirit and academic achievements. They don't want plain Jane or the girl next door. Miss World was launched in 1951 by British impresario Eric Morley, who ran the event until his death earlier this month. After 38 years in London, the pageant headed abroad - to Hong Kong, the United States, South Africa, India and the Seychelles. It returned to Britain last year, albeit to reduced interest and depleted domestic television audiences.