9X gets real with Mission Ustaad

After announcing fiction shows, soon to launch entertainment channel 9X finally brings out its trump card. It is coming up with its first reality show called Mission Ustaad, produced by Endemol India. Mission Ustaad is a music based reality done in association with the United Nations (UN). It will involve eminent personalities, artistes, musicians and singers coming together to promote the UN's eight Millennium Development Goals, one of which is to end poverty in India and worldwide. An indication of just how big the show is can be garnered from the fact that Endemol has roped in the 'Mozart of Asia' AR Rahman as one of the judges on Ustaad. Sources further reveal that the best singers from the industry will be competing against each other. There will be no elimination but at the end they all will bring out a new album focusing on the cause. Ustaad will be a weekend show on a prime time slot airing Friday through to Sunday," our sources tell us. Commenting on the show, AR Rahman says: "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'm convinced that this partnership will bring about the desired awakening among Indian viewers, and the show will touch the hearts of the nation in a very entertaining manner." 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." The scale is there, and it's all for a good cause. Let's see how many eyeballs the show is able to grab.