The concept has been developed by Endemol India to take forward the messages on some key socio-economic issues through an interactive and entertaining medium. Having created some of the most watched shows on Indian television over the past year, Endemol India has announced yet another first for television. 

Endemol India, in association with the UN in India will create a unique music-based reality show for television to promote the Millennium Development Goals (MDGs). The concept has been developed by Endemol India to take forward the messages on some key socio-economic issues through an interactive and entertaining medium.

The eight Millennium Development Goals are a concrete manifestation, through clear 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.

The UN Millennium Campaign supports citizens, media and other stakeholders to hold their governments to account for the achievement of the MDGs.

Endemol India will partner with the UN in India to produce a celebrity studded reality show titled Ustaad, which will involve eminent personalities, artistes, musicians and singers coming together to promote the eight 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.

Announcing the alliance, Rajesh Kamat, Managing Director, Endemol India said: “We are delighted to partner with the United Nations and United Nations Millennium Campaign to introduce this exciting new format for Indian television. 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.  It is the result of a vision; one that I believe will set the benchmark for more such shows in the future.”

Commenting on the partnership, Maxine Olson, United Nations Resident Coordinator said: “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.”

Salil Shetty, Director, United Nations Millennium Campaign, added: “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,”

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 & Heart Beat, besides producing blockbusters such as The Great Indian Laughter Challenge.

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