MUMBAI: 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 music based show – Mission Ustaad.

The show will feature Rahman and other singers and entertainers, who will provide musical entertainment for a cause.

INX Media promoter and group executive director Indrani Mukerjea said, “It gives us great pleasure to partner with A R Rahman, 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.”

Rahman added, “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.”

UN resident coordinator Maxine Olson 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.”

Endemol India managing director Rajesh Kamat added, “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 Rahman on this distinct show that promises not just to entertain but also to enlighten!”