A R Rahman, UN partner for musical show "for a cause"

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New Delhi, Oct 22 (UNI) Musical maestro A R Rehman has partnered with the United Nations and Endemol for a musical show for a cause.

In what can be seen as a first initiative of its kind on Indian television, the legendary music director and singer Rehman, the United Nations and Endemol partner with the soon-to-be-launched Hindi General Entertainment Channel, 9X, for an entertaining show aimed at communicating the essence of the Millennium Development Goals across the length and breadth of the country.

Titled 'Mission Ustaad', the show will feature Rehman and some of the best singers, and entertainers, who will provide riveting musical entertainment for a cause.

Speaking on their channel's association with Rahman, promoter and group executive director, INX Media, Indrani Mukerjea, said,''It gives us great pleasure to partner with A R Rehman, the United Nations and Endemol India to present this unique show on Indian television.

Besides entertaining millions of viewers on 9X, 'Mission Ustaad' would 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 upcoming programmes on 9X, 'Mission Ustaad' would truly capture the hearts of the Indian viewers.'' Commenting on the show, A R Rehman said,''I am delighted to be part of 'Mission Ustaad' on 9X, where I would be joined by many eminent names from the entertainment industry. I am convinced that the partnership between 9X, UN and Endemol would bring about the desired awakening among Indian viewers, and the show would touch the hearts of the nation in a very entertaining manner.'' Said the UN Resident Coordinator, Maxine Olson,''we want to make poverty history through awareness and action around the MDGs. We believe 'Mission Ustaad', our joint endeavour, would inspire millions to action and thereby fulfill every Indian's right to decent work, education and good health.'' Added the Director of the United Nations Millennium Campaign, Salil Shetty,''If India does not achieve the MDGs by 2015, the world would not achieve them. For the marginalised people of India - - the Dalits, the adivasis, minorities, and 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.'' At the United Nations Millennium Summit in 2000, world leaders committed their nations to stronger global efforts to reduce poverty, improve health, promote peace, human rights and environmental sustainability.

On behalf of their people, they signed the Millennium Declaration and set out a series of time-bound targets -- the Millennium Development Goals (MDGs) -- with a deadline of 2015,. India is among the 192 countries that have pledged to achieve the MDGs: the right of each person on the planet to food, decent work, health, education and shelter.


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