| MUMBAI:
Endemol India in association with the United Nations (UN) will create a music-based
reality show titled Ustaad. This will involve eminent personalities, artistes,
musicians and singers coming together to promote the UN's eight Millennium Development
Goals.  These
goals are a roadmap established to reduce poverty and address issues of education,
health and environment. They are part of the millennium declaration endorsed by
all 192 UN member countries, including India.
Endemol
India has conceptualised the programme that will be positioned as a commercial
show that would serve as a reminder to the government and people towards the Millenium
Development Goals. The
UN Millennium Campaign supports citizens, media and other stakeholders to hold
their governments to account for the achievement of the MDGs.  Endemol
is in talks with broadcasters for telecasting the show. Says Endemol India MD
Rajesh Kamat, "Ustaad brings together television and music to provide
a platform to reach out to audiences across India with key social messages. We
have been working on this format for several months. It is a commercial show and
not a fund-raising activity. Currently we are in talks with Indian broadcasters
and are also roping in artists who would perform on the show. The show should
be on air in the next 2-3 months."
UN
resident co-ordinator Maxine Olson says, "I am pleased that we are partnering
with Endomol 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."  United
Nations Millenium Campaign director Salil Shetty adds, "Due to the large
concentration of the world’s poor and malnourished in India, if India does
not achieve the Millennium Goals by 2015, the world will not achieve them. For
the marginalized people of India - the Dalits, the adivasis, the minorities, particularly
women- -the Goals offer a real hope to share the benefits of India’s economic
growth through better education, health and livelihoods. This unique tie-up with
Endemol through Ustaad will help us share the importance of realizing the Goals
with the average Indian TV viewer in a simple and exciting way."
Endemol
has earlier produced format shows like Big Boss, Fear Factor India,
Deal Ya No Deal, Heart Beat and The Great Indian Laughter Challenge. | 
