Assi Azar is set to host a new celebrity-driven series “Who Wants to Start?” for Keshet 12 in which a handful of celebrities who share a “defining life moment” sit down together to discuss it on camera.
Each episode will gather five celebrities who have all experienced a life-changing event such as anxiety, divorce, parenthood or grief, to discuss it in front of a studio audience. There is no script and no celebrity will know who else is taking part until they walk onto the set. Other topics include addiction and recovery, body image, illness, betrayal and financial collapse.
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Azar, one of Israel’s most prominent TV creator and presenter, will host and moderate. There will also be other devices to keep the conversation flowing, including multiple sealed envelopes in the room which each contain a question or a prompt, plus interactive elements such as quick-fire questions and mini-games. The aim is to build the conversation towards a closing reflection as the group shares what they have taken from the experience.
The show, from Keshet 12, was created by Azar together with Anat Stalinsky (“The A-Talks”) and Keshet Broadcasting. It is conceived as a returnable format.
“Who Wants to Start?” is produced by Baron Productions. Ido Baron (“Off Road”) is a producer.
It is set to premiere later this summer on Israeli network Keshet 12. Keshet are repping global sales for the format, which will launch at this year’s Mipcom.
“Throughout my career, I’ve learned the power of sharing the things we usually keep to ourselves,” said Azar, who is also an LGBTQ+ activist. “Coming out and speaking about my anxiety showed me how not alone we really are—and that’s what inspired ‘Who Wants to Start?.’ It’s a simple idea: we are not alone. And that’s what this show is here to prove.”
Hilik Sharir, CEO of Keshet 12, said: “At Keshet 12, we look for formats that connect with a broad primetime audience while staying true to warmth, humor and real human connection. ‘Who Wants to Start?’ does exactly that—creating meaningful, entertaining television without relying on conflict, and showing well-known personalities in a more open, human way.”
Kelly Wright, Keshet International’s MD of Distribution, added: “‘Who Wants to Start?’ has everything buyers are looking for: a simple, repeatable format with a strong universal hook and genuine emotional payoff. With a changing group of celebrity participants, none of whom know quite what they’re getting into, each episode stays fresh and authentic. The intimacy of the format keeps it cost-efficient, making it compelling content to stimulate broadcaster and platform offerings worldwide.”
Previous Keshet formats that have found success abroad include “Rising Star” (adapted in 17 countries), “Deal With It!” (produced in over 20 territories) and international hit “The Vault” (which aired in 18 markets).
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