MUMBAI: The third edition of the International Radio Festival (IRF) in Zurich is all set to welcome over 25 leading radio stations, head-honchos, producers and radio jockeys between 12-16 September 2012.

Hosting at Festival Central at the Schloss Sihlberg, the fest will showcase  music radio programmes live on-air on FM over the city of Zurich, on Cablecom across Switzerland and online around the world. Participating radio stations like Red FM Mumbai, Radios100FM Israel, Byte FM Hamburg, Kiss FM Melbourne, Lush FM Singapore, Flex FM London, BBC Radio One Sessions and Ministry of Sound Radio amongst others will also broadcast their show live back to their home station and frequencies.

Representing India on an international platform will be Red FM and its morning jock Malishka who were the winners of the 'Sound of India@IRF2012' competition organised by Radioandmusic.com in association with the IRF. The competition had more than 100 entries from radio jocks and radio show producers from more than 70 private and public FM radio stations all over India.

Red FM's RJ Malishka, who hosts the Breakfast show – Morning No 1 emerged as the winner and will fly to Zurich along with her show producer Naheed to present her show to the world on 15 September. The station is all geared up to present the show mixed with bollywood music and Indian culture.

Speaking with Radioandmusic.com on the opportunity, Red FM Morning No 1 show executive producer Naheed Jumani said, "The preparations are coming along really well and we are really excited to present our show. The people of Zurich can expect a lot from us which will include bollywood music, celebrity interviews, entertainment and social consciousness. Our show will not be very different from the original as the idea is to represent our country and culture which will be slightly local and generic. I just hope we do justice to what we have been selected for and live up to people's expectations."

Red FM morning jock Malishka said, "We intend to floor everyone in Zurich and represent bollywood. India has so much to offer that we can toss up any type of show that Zurich demands. But our show will showcase celebrity bytes and I am hoping to have live callers on the show if possible. We have received the guidelines and are working on it. India and its women are very fascinating for people abroad and I will take that a notch up by showcasing the modern Indian woman along with our culture. I hope to wear a lot of sarees there and represent Red FM and India well. While radio in India is in its nascent stage, abroad it has gone through much more. So I hope to get ideas on how to sustain radio and grow with it, and implement the ideas once I am back."

To celebrate the best of radio across the globe, the fest had organised special programmes including the DJ RadiOlympics by Mixcloud: the first OlympicGames for DJs, radio stations and music fans around the world.

The IRF B2B forum will welcome luminaries from the world of music understanding the power of radio. Speakers will cover the spectrum of what drives successful radio today and in the future. As radio steadily evolves from terrestrial to online, satellite, digital and mobile, the fest provide the chance to interact with those who are driving the future content of radio.

The forum will present workshops, panels and key notes, covering the issues challenging today's music radio industry offering a unique platform to break new artistes, sell music, and influence consumer habits while engaging with both a qualitative business audience and a quantitative consumer audience consisting of billions of listeners worldwide.

The IRF represents the world's first business to business and public festival event format of its kind, offering a showcase platform for those with a vested interest in the world's most consumed medium –music radio. Since its inaugural year, the IRF has brought together over 100 ground-breaking music radio shows from around the world, offering their makers the exceptional opportunity to meet, network and showcase their best music radio programmes to their peers, on-air around the world, and to a live studio audience.