For the first time in the history of Indian television, legendary music director and singer A R Rehman, the United Nations and Endemol have partnered with the soon-to-be-launched Hindi General Entertainment Channel, 9X, for a truly unique and entertaining show. Titled MISSION USTAAD, the mega blockbuster show will feature Rehman and some of the best singers, and entertainers, who will provide engrossing musical entertainment for a cause.
Commenting on the association, Indrani Mukerjea, Promoter & Group Executive Director, INX Media, 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 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.”
Commenting on the show, A R Rehman said: “I am delighted to be part of MISSION USTAAD on 9X. Many eminent names from the entertainment industry will join me on the show. I am convinced that the partnership between 9X, the UN and Endemol will bring about the desired awakening among Indian viewers, and MISSION USTAAD will touch the hearts of the nation in a very entertaining manner.”
Maxine Olson, UN Resident Coordinator said: “We want to make poverty history through awareness and action around the MDGs. We believe MISSION USTAAD, our joint endeavour, will inspire millions to action and thereby fulfill every Indian’s right to decent work, education and good health.”
Rajesh Kamat, Managing Director, Endemol India, remarked: “Music is a universal language that binds people together irrespective of their nationality, religion or economic stature. With MISSION USTAAD, we get the opportunity to reach out to our audiences and involve them in key issues using music as a binding factor. We are excited to partner 9X, the UN and Rehman on this distinct show that promises not just to entertain but also to enlighten!”
Salil Shetty, Director, United Nations Millennium Campaign, 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.”