MUMBAI: English general entertainment channel Zee Cafe will air Miss World 2012 live on 18 August at 5 pm.

The show will simulcast on Zee Studio and Zee Trendz.

Miss World 2012 opened with a live concert on 24 July. It is the 62nd edition of the Miss World pageant. The finale will be held in Dongsheng Fitness Center Stadium, Ordos, Inner Mongolia, China.

This year 117 contestants from all over the world will compete for the crown, breaking the previous record of 115 contestants in 2010 edition. Miss World 2011, Ivian Sarcos of Venezuela will crown her successor at the end of the event. The contestants will visit to Hong Kong, Sanya and Shanghai.

This year, apart from the Miss World 2012 award, the challenge events include titles like ?Beach Beauty?, ?Sports?, ?Beauty with a Purpose?, ?Multimedia Award?, ?World Fashion Designer Award?, ?Top Model? and ?Top Talent?.

Zee Caf? has roped in Orra the Presenting Sponsor while it is powered by Cadbury Bournville. Aquaguard and Radio City join the board as co-presenting sponsor and radio partner respectively. Zee Caf? has also signed an alliance with TGIF as restaurant partner. TGIF will aid in enhancing the visibility quotient to the event by various branding activities. Also, TGIF will be screening the live events.

The Miss World pageant was created in the United Kingdom by Eric Morley in 1951. Since his death in 2000, Morley?s wife, Julia Morley, co-chairs the pageant. The winner spends a year traveling to represent the Miss World Organisation and its various causes. Traditionally, Miss World lives in London during her reign.