ZURICH: International Radio Festival (IRF) is all geared up to commence its third edition tomorrow. The media industry fest will witness participants from radio stations and music business from across the globe. Welcoming over 25 leading radio stations, head-honchos, producers and radio jockeys,  IRF is scheduled to be held between 12-16 September in Zurich.

This year the fest aims at celebrating music content, showcasing some of the best radio programmes and personalities from different parts of the world. In addition, radio and music industry leaders including Fox Music president Robert Kraft, The Orchard co-founder and global VP Scott Cohen amongst others will get together at the B2B forum to confirm ‘content is king’ and how the industry can evolve while collaborating in creative ways.

Speaking about the preparations with Radioandmusic.com, IRF founder and co-president Darryl von Daniken says, “We celebrate the most consumed medium of the world because radio educates us about music. We have adjusted the festival according to the feedback received from our radio guests every year and since we are a platform, our idea is to bring the radio world together from the content angle as content generates listeners and we are celebrating radio and music like no one else. There is a lot happening in the background to ensure the fest kicks off smoothly tomorrow.”

With over 23 million listeners tuning in last year to celebrate the international event, the fest is getting bigger and better this year. For the first time the fest has consciously got into the business to business forum and developed it by creating an environment to discuss about the industry. He exclaims, “The first year it actually developed very casually and last year we invited our guests to create an environment where we can all discuss about the industry. This year we specifically went out to get speakers who are leaders in the business.”

As global radio leaders believe that radio has found its way as a business model and is a curated medium on-air, the fest has invited over 25 radio stations from across the globe to present their story and sounds. Representing India on an international platform is Red FM with its morning jock Malishka who won the 'Sound of India@IRF2012' competition organised by Radioandmusic.com (RnM) 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. Along with show producer Naheed Jumani, the jock will present her show on 15 September mixed with bollywood music and Indian culture.

“Our aim is to listen to how the world sounds and that’s what we want to give back to the people. On one hand it’s also a very B2B intimate platform bringing like-minded professionals across the globe together for knowledge sharing, networking and exchange ideas. It’s a 360 degree event,” Daniken adds.

Also making its presence felt at the international event and representing the Indian media is the team of Radioandmusic.com that has partnered with The International Radio Festival. Radioandmusic.com south India head Tarachand Wanvari has also been invited to participate in a panel discussion on “Demand for radio in the 21st century”. Aiming to provide 360 degree coverage of all the events happening at the fest, the RnM team at Zurich will be giving its readers all the knowledge and happenings of the event live and exclusive.