IF you cant turn on your television set in Britain to watch a beauty contest, its not because the West has evolved to a higher sphere of social consciousness. It just has ceased to be profitable for the TV companies. And if a Miss Great Britain contest evokes little esteem (the contests are nevertheless held), it says more about the power of TV than any political correctness of the times. "It was not a moral decision," says Sandra Moore from the Womens National Commission of Britain, a government department. There were just not enough people watching. And so advertisers were not getting their moneys worth. Britains ITV finally took a decision to stop broadcasting such pageants. Caught between the two, ITV had been spending more than it was earning on showing the allegedly bold and the beautiful.