Pasadena, Calif. ? In the land of perennial youth and movie star beauty, most centenarians just can’t compete.

That’s why the Rose Parade is getting a major makeover – for the first time in 117 years.

With CBS having quietly decided after 45 years to drop its coverage, parade organizers, hoping to keep TV viewers and the remaining broadcasting outlets happy, have ratcheted up the rolling flowerfest’s entertainment quotient.

So, the annual Tournament of Roses on Monday – a day later than usual because of a “never on Sunday” policy – will kick off with a splashy performance by Grammy-winning singer LeAnn Rimes – complete with dancers and aerial performers.

The extravaganza will be jazzed up further by mid-parade performances – yes, the whole parade will roll to a pause – by singer Toni Braxton and magician Lance Burton.

The fans along the parade route, however, aren’t likely to see the entertaining new additions, which have been designed primarily for the TV audience.

LeAnn Rimes makes her way down the parade route of the 79th Annual Macy's Thanksgiving Day Parade on Nov. 24 in Manhattan. Rimes will kick off the Tournament of Roses Parade on Monday with a splashy performance complete with dancers and aerial performers.

“We look at it as we’re putting on a parade for television,” said Caryn Eaves, spokeswoman for the Tournament of Roses Assn. “There are a million people on the parade route every year. Really, we don’t need any more.”

What the parade does need is television exposure. Broadcast coverage is a longtime tradition and a means of massive international outreach, said Bill Flinn, chief operating officer of the Tournament of Roses Assn.

“TV is the way of taking this small-town festival in California and sharing it with the world,” he said, noting the “tremendous marketing opportunities” associated with the parade, which, even without CBS’ participation, will be broadcast to 120 countries. In the U.S., where it will be seen on ABC, NBC and a slew of other outlets, it is expected to be viewed in some part by about 50 million viewers.

“These are all audiences that companies want to reach (by joining the parade), and reach in a festive manner like this,” Flinn said.

When companies such as Ivory and American Honda pay $6,250 to enter their flower-covered creations in the annual procession, they’re guaranteed worldwide exposure.

Not that CBS’ absence won’t be felt.

Wayne Curley, a technician who has coordinated television transmission of the Rose Parade for 25 years, said the CBS pullout is the “biggest change” he’s seen in his time with the parade.

As other outlets came and went, “you could just about count on CBS” to provide coverage, he said.

“This was strictly a business decision,” said CBS spokesman Chris Ender. “With so many outlets covering it, we weren’t giving the viewers anything unique.”

The network’s ratings for Rose Parade programming have steadily declined since 1988. Instead of showing the parade on Monday, CBS will air its regular morning news program, “The Early Show,” followed by “a soap opera or ‘The Price is Right,’ depending on the market,” Ender said.

Still, there’ll be no shortage of cameras along the parade route. Despite the declining ratings, nine cable and network channels will offer live parade coverage, starting at 10 a.m.

“The (ratings) numbers have gone down, primarily because the number of outlets covering it have increased,” said Curt Sharp, NBC’s vice president of alternative programs and specials. “It will be interesting to see if having fewer broadcasters in the space increases our rating.” NBC has televised the parade annually since 1954.

The tournament does not charge TV outlets for the right to televise the event, but each pays a fee to a local property owner for camera positions.

The parade’s new opening and other featured performances will be held at the intersection of Orange Grove and Colorado boulevards, known as “TV corner,” Wright said. Fans situated there can behold the performances live. Others will have to catch them on TV.

Parade regulars don’t seem to mind. Star power isn’t what brings them to the event.

“People come to see it live so they can smell the flowers,” said annual attendee Harvey Carey, 56. “It’s the sense of being here; that’s the attraction of the Rose Parade.”