Endemol India, in association with the United Nations in India, will produce a celebrity studded reality show titled ‘Ustaad’ for television to promote the Millennium Development Goals (MDGs). The concept has been developed by Endemol India to take forward the messages on some key socio-economic issues through an interactive and entertaining medium.
Commenting on the alliance, Rajesh Kamath, Managing Director, Endemol India, said, “We are delighted to partner with the UN and United Nations Millennium Campaign to introduce this exciting new format for Indian television. ‘Ustaad’ brings together two powerful mediums – television and music – to provide a platform to reach out to audiences across India with key social messages. It is the result of a vision; one that I believe will set the benchmark for more such shows in the future.”
‘Ustaad’ will involve eminent personalities, artistes, musicians and singers coming together to promote the eight Millennium Development Goals. Each episode of the show will contain messages on the significance of the MDGs and the need for achieving them in India.
Maxine Olson, United Nations Resident Coordinator, said, “I am pleased that we are partnering with Endemol India to produce an innovative music show that will inspire millions of Indians across generations to take up the cause of the Millennium Development Goals as their own.”
The eight MDGs are a concrete manifestation, through clear objectives and targets, of the Millennium Declaration endorsed by all 192 UN member countries, including India. They are a clear roadmap to reduce poverty and address issues of education, health and environment.
In a year of existence, Endemol has made a mark on Indian television through its formats such as ‘Big Boss’, ‘Fear Factor India’, ‘Deal Ya No Deal’ and ‘Heart Beat’, besides producing other reality based talent shows such as ‘The Great Indian Laughter Challenge’.