About the Show
It’s a multi-million-dollar secret kept under wraps every year. Six undisclosed locations, 18 bikini-clad models and 155,000 images to choose from. But when the 2010 Sports Illustrated Swimsuit Issue is finally revealed, it will be a global sensation like no other.
CNBC takes an unprecedented look inside the most profitable single-issue magazine franchise in the world. Find out how business, beauty, fashion and sports come together to create this much-anticipated, multi-dimensional franchise that alone generated 7 percent of Sports Illustrated's advertising revenue in 2009.
The Sports Illustrated Swimsuit Issue means big business not only for parent company Time Inc., but also for the models, advertisers, fashion designers and locations that grace its pages. Rovell gives viewers a behind-the-scenes look at the scouting, set-up and inner-workings of the photo shoots as he travels to one of the exquisite undisclosed locations and interviews the models vying for the ultimate prize — being featured on the cover of this year’s issue and becoming a household name.