Assi Hazard is set to host a new celebrity-driven series, Who Want to Start? In this show, several celebrities who have shared a “life-defining moment” sit together and discuss it in front of the camera.
Each episode brings together five celebrities who have experienced life-changing events, including anxiety, divorce, parenthood, and grief, to discuss it in front of a studio audience. There’s no script, and the celebrities don’t know who else is participating until they’re on set. Other topics include addiction and recovery, body image, illness, betrayal, financial ruin, and more.
Azar, one of Israel’s most prominent television creators and presenters, will serve as host and host. There are also other devices to facilitate conversation, such as multiple sealed envelopes in the room with questions and prompts, and interactive elements such as quick questions and mini-games. The purpose is for the group to share what they learned from the experience while building the conversation toward a final reflection.
The show is produced by Azar together with Anat Stalinsky (“The A-Talks”) and Keshet Broadcast from Keshet 12. This is considered a returnable format.
Assi Hazard (Aron Shafranski/Keshet)
“Who Wants to Start?” is produced by Baron Productions. The producer is Baron Ido of “Off Road”.
It is set to premiere on Israeli network Keshet 12 this summer. Keset is responsible for worldwide sales of the format, which will launch at Mipcom this year.
“Throughout our careers, we have learned the power of sharing things that are usually kept to ourselves,” said Azar, who is also an LGBTQ+ activist. “Coming out and talking about our insecurities showed us that we’re not really alone. That was the inspiration for ‘Who Wants to Start?’ It’s a simple idea: we’re not alone, and this show is here to prove that.”
Hilik Sharir, CEO of Keshet 12, said: “At Keshet 12, we’re looking for a format that connects with a wide primetime audience while staying true to warmth, humor and real relationships. We’re doing just that: creating meaningful and entertaining television without resorting to conflict, and showing famous faces in a more open and human way.”
Kelly Wright, MD of Distribution at Keshet International, added: It has everything buyers are looking for: a simple, repeatable format with a strong universal hook and a genuine emotional reward. Although the group of celebrity participants changes and no one really knows what they’re getting into, each episode remains fresh and authentic. The familiarity of this format makes it cost-effective and attractive content that inspires broadcasters and platforms around the world to offer. ”
Previous Keshet formats that have found success overseas include “Rising Star” (introduced in 17 countries) and “Deal With It!” (produced in over 20 territories), and the global hit The Vault (aired in 18 markets).
