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MUMBAI:
9X, the general entertainment channel from the INX stable,
will be launching a musical show called Mission Ustaad,
in association with United Nations and AR Rehman.
Produced
by Endemol, the show will feature Rehman along with various
singers who will perform to achieve eight millenium development
goals set by the UN.
Mission
Ustaad will seek an opportunity to reach out to the audiences
and involve them in key issues, using music as a binding factor.
Commenting
on the association, INX Media promoter and group executive
director Indrani Mukerjea said, "Besides entertaining
millions of viewers on 9X, Mission Ustaad will communicate
the essence of the millennium development goals across the
length and breadth of the country. We are confident that along
with the rest of the line-up of the forthcoming programmes
on 9X, Mission Ustaad will truly capture the hearts
of the Indian viewers."
Some
of the eight millennium development goals which the show will
look forward to fulfilling are eradication of poverty and
hunger, promotion of gender equality and women empowerment,
reduction of child mortality and ensuring environmental sustainability.
United
Nations Millennium Campaign director Salil Shetty, added:
"If India does not achieve the MDGs by 2015, the world
will not achieve them. For the marginalized people of India
- - the Dalits, the adivasis, the minorities, as particularly
women - - the Goals offer a real hope to achieve better education,
health and livelihoods. Mission Ustaad will act as
a reminder that time is running out."
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