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.

MUMBAI: Zee will simulcast the 61st edition of Miss World across three of its network channels.

Miss World 2011, scheduled to take place in London on 6 November, will air on Zee Caf?, Zee Studio, Zee Trendz at 10 :30 pm.

The event will also air on Zing in Hindi at a later date.

Alexandria Mills of the US will crown her successor at the end of the event. Kanishtha Dhankhar, crowned Miss India World, will represent India at the global pageant.

Apart from the Miss World 2011 award, the various categories of awards to be won include Miss World Top Model, Miss World Beach Beauty, Miss World Talent, Miss World Sports, Beauty With A Purpose (Miss World Scholarship), Best World Dress Designer (Spectacular Evening Wear), Miss Photogenic, Best National Costume (Spectacular National Dress), Miss Personality, Spectacular Swimwear, Miss People?s Choice and Miss Contestants? Choice.

Zee Caf? has sketched out a major marketing campaign to promote Miss World 2011. Heavy on-air promotion is designed across Zee Network and other youth channels. Various off-air media has been tapped to reach out to the target audience. OOH media channels like Theatre Slides, Hoardings, Digital Screens have been employed to promote visibility.

Zee Network business head niche channels Anurag Bedi said, "Zee Cafe will be bringing Miss World, live, to Indian audiences for the fourth consecutive year. We are glad that our association with The Miss World Organization is getting strong every passing year. We recently aired Miss Universe and will be bringing the Billboard Music Awards 2011 later this month. With Miss World, we once again reiterate our commitment towards bringing acclaimed international events to our viewers in India."

The Miss World pageant is the oldest surviving major international beauty pageant. It was created in the UK by Eric Morley in 1951. Since his death in 2000, Morley?s wife, Julia Morley, co-chairs the pageant. Alongside its rival Miss Universe and Miss Earth contests, this pageant is one of the most publicized beauty contests in the world. The winner spends a year traveling to represent the Miss World Organization and its various causes. Traditionally, Miss World lives in London during her reign.

The Miss World Organization owns and manages the annual Miss World Finals, a competition that has grown into one of the World?s biggest.
Miss World is franchised in more than 100 countries.