PETALING JAYA, MALAYSIA: The public has until noon today to 'kill' off their least favourite Miss Malaysia World 2008 contenders.

Up until yesterday evening, nearly 900,000 'kill' votes had been cast through the pageant's website www.missworldmalaysia.com.my.

For the first time, this year's pageant incorporates an online voting system which allows members of the public to keep their favourite contestant by 'killing off' those whom they feel should not be in there.

The 'kill votes', cast through the website and via SMS, make up 30% of the judging process, while points from judges count for the rest.

The winner should get the most points from the judges and the least of the 'kill votes' from the public.

When contacted, Model.Com and Beyond Events managing director Amin Hussen said they were changing the norm and moving away from traditional beauty pageants.

So far, 12 contestants have been eliminated from the initial 32 contestants. Tonight's pageant will see 20 slender beauties vie for the coveted Miss Malaysia World 2008 title.

Amin also said this year's pageant titled 'Kill Beauty Save the Children' was a controversial campaign.

"The whole idea behind this, of the beauty pageant, is not about beauty but about saving children. We want people to forget about beauty and concentrate on saving children because everyone on stage tonight is beautiful. Beauty is very subjective. We want to focus on something more concrete and meaningful, the purpose," said Amin.

A new subsidiary title Miss Talented has been included in this year's pageant.

"The inclusion is in line with world beauty pageants as they do put weight on contestants' talents," Amin said, adding that talent would serve as a platform for the titleholder to advance into the semi-final stage at Miss World 2008 to be held in Ukraine on Oct 4.

Miss Malaysia World 2008 'Kill Beauty Save the Children' finals will be held at the Palace of the Golden Horses, Seri Kembangan at 8pm.

For ticketing details, call 03-2093 8800. This year's proceeds will go to Start Foundation, a new foundation set up under the umbrella of Foetus International.

Start Foundation is a learning centre that focuses on giving free art lessons to underprivileged children.