Endemol India, UN to launch reality show 'Ustaad'

Mumbai, Aug 4 (UNI) Audio visual major Endemol India has announced that in association with the United Nations (UN), it will create a unique music-based reality show for television to promote the Millennium Development Goals (MDGs).

Endemol along with the UN is producing the reality show titled 'Ustaad' to clear the 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, which will be telecast by the end of November.

'Ustaad' will involve eminent personalities, artistes, musicians and singers coming together to promote the Millennium Development Goals. Each episode of the show will contain messages on the significance of the goals and the need for achieving them in India.

Rajesh Kamat, Managing Director, Endemol India said, ''We are delighted to partner with the UN and the United Nations Millennium Campaign to introduce this exciting new format for Indiantelevision.

'Ustaad' brings together two powerful mediums, namely television and music, to provide a platform to reach out to audiences across India with key social messages.'' The concept has been developed to take forward the messages on some key socio-economic issues through an interactive and entertaining medium. The UN Millennium Campaign supports citizens, media and other stakeholders to hold their governments to account for the achievement of the MDGs.

Salil Shetty, Director, United Nations Millennium Campaign said, ''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, particularly women, the Goals offer a real hope to share the benefits of India's economic growth through better education, health and livelihoods.'' 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 blockbusters such as 'The Great Indian Laughter Challenge'.

Endemol, with its head office in Hilversum, the Netherlands, is a global leader in television, which creates premium entertainment ideas&sells them to the worlds leading broadcasters.

UNI