For the first time in the history of Indian television, legendary music director and singer A.R. Rehman, the United Nations and Endemol have come together for a truly unique and entertaining show, titled Mission Ustaad, on a soon-to-be-launched Hindi general entertainment channel, 9X. Featuring some of the best musicians in the country, the show supports the cause of propagating the Millennium Development Goals across the country. Commenting on the show, A.R. Rehman said: "I am delighted to be part of the show. Many eminent names from the entertainment industry will join me on it. I am convinced that the partnership between 9X, the UN and Endemol will bring about the desired awakening among Indian viewers." Rajesh Kamat, Managing Director, Endemol India, remarked: "Music is a universal language that binds people irrespective of their nationality, religion or economic status. 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."