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In the 1980s, the pageant repositioned itself with the slogan “Beauty With a Purpose”, with added tests of intelligence and personality. In 1984, BBC1 controller Michael Grade announced that the corporation would cease to broadcast beauty pageants the next January, after it had shown Miss Great Britain, saying, “I believe these contests no longer merit national air time.” He added, “They are an anachronism in this day and age of equality and verging on the offensive.” Thames Television broadcast Miss World between 1980 and 1988, when ITV dropped it.
