Beauty pageants and reality TV shows were once regarded as platforms that gave young people voices, visibility and a chance to build their confidence.
For many, these public events promised them opportunities and growth, but over time, some of these spaces have drawn criticisms, with concerns that they now prioritise profit and drama over genuine empowerment.
A former contestant speaks out
A former female contestant of a beauty pageant, who was a victim of some of the dark sides of these concerns, spoke to Joy FM’s Showbiz A-Z on February 28, 2026, detailing some realities she said are kept away from the public eye.
According to her, pageants that were meant to build their confidences instead left them feeling rather demoralised.
The victim, once a beauty queen, said that while they were camped during the contest period, individuals were placed in the house to monitor and intimidate them.
She claimed that contestants were threatened if they failed to strictly follow instructions from the organisers of these beauty pageants.
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“But there were people placed in the house who would threaten you, telling you that if you didn’t agree to what they wanted, they would make sure you were kicked out of the competition. Some even threatened your life,” she shared.
Her account paints a troubling picture of fear and pressure, where young women hoping to build careers and confidence instead found themselves navigating intimidation and control.
Forced to chase sponsorship
Beyond the alleged threats, the former contestant detailed what she described as another layer of exploitation: being made to secure sponsorship deals for the show.
She alleged that contestants were transported in groups and dropped off in affluent areas to find potential sponsors, even though sourcing sponsorship was the responsibility of organisers.
“Girls were being put into cars and told to go and find sponsors. We didn’t come into the pageant with sponsors, and no one forced us to join. But once you were in, they would send you out, drop you off, and expect you to secure sponsors and bring in money,” she alleged.
According to her, contestants were told that any funds they secured would support their personal projects and boost their voting chances.
However, she claimed that this was not what happened in practice.
“We were told that the money would be used for our projects and even help with votes. But that wasn’t true. If you managed to convince a sponsor and sign a contract, when you returned, they took everything.
“Sometimes, if you were lucky, they would give you a small portion and tell you to use it for your project. Yet, that was never the original agreement. In fact, we weren’t even supposed to be looking for sponsors in the first place. Still, we did all this in the name of beauty,” she noted.
Her testimony suggests a system where young contestants, eager for recognition and growth, allegedly became unpaid agents raising revenue for organisers under the promise of opportunity.
A producer’s account of reality TV
The concerns are not limited to beauty pageants. A producer of a reality TV show, who requested anonymity, also shared insight into how the system works behind the scenes.
According to him, winning a reality show involves far more than talent alone.
He said that in the early days, producers allegedly selected contestants they could easily control.
“If you were outspoken or overconfident, your chances were slim,” he confessed.
He further explained that reaching the finale could also depend on financial value to the show.
A contestant, he added, might make it to the final stage if they brought in significant money through votes or sponsorship, or if they were exceptionally talented to the point that eliminating them would raise public suspicions.
However, even then, he stressed that victory was not guaranteed.
Organisers, he added, look for contestants who can create drama and attract votes, as controversy and emotional storylines drive audience engagements and revenues.
“A beauty contest finale alone can generate over GH¢300,000, sometimes even GH¢400,000, for a TV station. So, even when a winner receives a car or a trip, the revenue generated from the show often covers those costs, which is more like the winner has paid for those trips and cars with the revenue generated,” he added.
Meanwhile, watch GhanaWeb’s exposé on the ‘dark side of Kayamata’ and its devastating impact
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