MUMBAI: Television format creator and distributor Endemol‘s subsidiary Endemol India will be taking its format Ustaad to next month‘s television trade event Mipcom.

This is a music-based reality show that Endemol India created in association with the United Nations (UN). This involves eminent personalities, artistes, musicians and singers coming together to promote the UN‘s eight Millennium Development Goals.

These goals are a roadmap established to reduce poverty and address issues of education, health and environment. They are part of the millennium declaration endorsed by all 192 UN member countries, including India. Endemol India MD Rajesh Kamat says that the firm is hopeful of selling the format to Endemol‘s divisions in other countries. He adds that Mipcom offers an opportunity for Endemol‘s executives in other countries to meet Indian broadcasters and share creative ideas.