Eyeing ratings repeat, Miss USA pageant brings back co-hosts

The Miss USA pageant attracted more than 7 million viewers last year, winning the ratings for its time slot. That might explain why it's brought back the same co-hosts and public voting method. It's hoping for the same success.

Andy Cohen and Giuliana Rancic return this year as co-hosts. Cohen hosts "Watch What Happens Live" on Bravo and Rancic co-hosts "E! News" and "Fashion Police" on the E! network. The duo likely brought in a slew of new viewers last year. It also didn't hurt that immediately following last year's pageant, Cohen put on his "Watch What Happens Live" hat and hosted a show from the seats of Planet Hollywood Resort, where Miss USA will again air this year.

"That's why we asked them to come back," says Rachel Firmer, vice president of production. "They have millions of followers on their own. The four of them are a force to be reckoned with."

The other two she refers to would be Kelly Osbourne, Rancic's co-host on "Fashion Police," and Jeannie Mai, who hosts Style Network's "How Do I Look?" Both will act as commentators during the pageant to provide fashion criticism and backstage drama.

As of press time, entertainment hadn't been finalized and Arsenio Hall was the only judge officially announced. Hall recently won "Celebrity Apprentice," which stars Donald Trump, owner of the Miss Universe organization.

The pageant will again focus on social media efforts. Last year's pageant introduced an online fan vote that could be accessed through Facebook or Twitter. The vote enables the public to place one of 51 contestants in the semifinals.

"We're speaking more to the social media aspect the world is in right now," Firmer says. "We want to embrace it to make the viewer more involved."

The reigning Miss USA, Alyssa Campanella, now has 44,989 Twitter followers and the official Miss USA Facebook page has 34,932 "likes."

The pageant's events have been under way for a week. Public appearances included a three-legged race on the Strip, a swimwear fashion show at the Trump Tower pool, and a dance lesson with the Best Buddies organization, taught by "Jubilee!" performers.

Preliminary competing takes place Wednesday at the Theatre for the Performing Arts at Planet Hollywood and is open to the public. Tickets start at $35 and are available through Ticketmaster.

Nevada is represented by Jade Kelsall, a 26-year-old New Jersey native who lives in Las Vegas and works as a brand ambassador for the fashion boutique Topshop. Kelsall was crowned Miss Nevada USA last fall.

Unlike the Miss America pageant, Miss USA doesn't have a talent competition, but it brings in more than twice the number of viewers. Two years ago, its contestant photos drew national attention for their racy bedroom theme, marking a distinct clash to the wholesome Miss America image.

"Miss America is to be respected. They've been around a long time and there's something to be said for that," says Firmer. "But I think we're the pageant of the times."

The 61st Annual Miss USA competition airs live on the East Coast at 9 p.m. (tape-delayed here at 9 p.m. on KSNV-TV, Channel 3).

Contact fashion reporter Xazmin Garza at xgarza@reviewjournal.com or 702-383-0477. Follow her on Twitter @startswithanx.