MUMBAI: Zee Entertainment Enterprises (Zeel) is gearing up to live telecast the 60th annual Miss Universe pageant, a property that was with Star World last year, on 13 September.

Zeel will simulcast the event on Zee Cafe, Zee Studio and Zee Trendz.

The competetion will see contestants from 89 countries and territories fighting for the title, surpassing the previous record of 86 contestants in 2006.

Zee Cafe has roped in Aaj Tak, Radio City, 160by2, Fun Cinemas and Whats on India as partners for promotion of the beauty pageant.

Miss Universe 2011, the 60th anniversary of the Miss Universe pageant, will be held at the Credicard Hall, in Sao Paulo, Brazil. Ximena Navarrete of Mexico will crown her successor.

 
In the first of its kind initiative, Zee Caf? has created a special on-air prequel as a lead on to the main event, called Diaries of a Diva. The segment will start off with Indian representative for Miss Universe last year Ushoshi interviewing Sushmita Sen and sharing her experiences.

The segment will also cover a day in the life of Vasuki, India?s representative for Miss Universe this year. It will focus on her daily grooming before the event.

Zee Cafe is also running an on air contest. The website hosts a microsite for Miss Universe where people could send in their pictures. The winner will get a chance to be groomed by the experts.

Zee Cafe business head Anurag Bedi said, "It‘s a proud moment for us to be associated with Miss Universe 2011. We are associated with many prestigious awards and Miss Universe is another feather on our hat. We have always ensured that we provide our viewers with content that our audience demands; Miss Universe 2011 is another step in that direction."

The show will be presented by Natalie Morales, Andy Cohen, Jeannie Mai and Shandi Finnessey.

For the first time in the pageant?s history, candidates‘ supporters 16 years of age or older "may vote online up to 10 times per e-mail address per day."

Online voting began last 19 August and will end on 11 September. The winner of the online voting will gain an automatic spot into the semifinals of the pageant.

The contestants will compete in three categories: swimsuit, evening gown and interview.