In the first initiative of its kind, several celebrities will come together for a music- based reality TV show that will promote the United Nations’ Millennium Development Goals in India.
The show titled “Ustaad” will be produced by the UN along with the Indian arm of Endemol, the entertainment company behind the hit show “Big Brother”.
The star-studded show will take forward some of the UN’s key socio-economic issues that require immediate attention through an interactive and entertaining medium.
“The programme, which will be launched in November, brings together two powerful mediums — television and music — to provide a platform to reach out to audiences across the country on issues like poverty, health, education and environment,” Rajesh Kamat, managing director of Endemol India, told PTI.
The company has produced TV blockbusters like “Big Boss”, “Fear Factor India”, “Deal Ya No Deal”, “Heart Beat” and the “Great Indian Laughter Challenge”.
The company decided to rope in eminent personalities, artists, musicians and singers for promoting the eight MGDs in the country. It, however, refused to disclose their names.
“We are pleased to be partnering in producing an innovative music show that will inspire millions of Indians across generations to take up the cause of the MDGs as their own,” UN Resident Coordinator Maxine Olson said.
Tags: Music, Television