Rahman’s buzz

Music director A. R. Rahman
For the first time in the history of Indian television, legendary music director and singer A. R. Rahman, the United Nations and Endemol have partnered with the soon-to-be-launched Hindi General Entertainment Channel, 9X, for a truly unique and enter taining show.
Titled Mission Ustaad, the show will feature Rahman and some of the best singers, and entertainers, who will provide engrossing musical entertainment for a cause.
Commenting on the show, A. R. Rahman said: “I am delighted to be part of mission ustad 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 fulfil every Indian’s right to decent work, education and good health.”
Rajesh Kamat of 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 marginalised 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.”