Kaiane Aldorino, From Gibraltar, 23 Year Old Winner Of The Contest Miss World 2009

Opposition to the wearing of bikinis led to their replacement with more modest swim wear after the first contest. In 1959, the BBC started broadcasting the competition. The pageant's popularity grew with the advent of television. During the 1960s and 1970s, Miss World would normally be the highest rated programme of the year on British television, usually pulling in around 30 million viewers.
In the 1980s, the pageant repositioned itself with the slogan Beauty With a Purpose, with added tests of intelligence and personality. However, the competition has been seen as old-fashioned and rather politically incorrect in its native Britain. It was during the 80s that the company was owned by Transworld Communications, albeit for a short time. Despite the global appeal, the show was not broadcast on any major terrestrial British TV network for several years, until Channel 5 aired it in 1998.