Baron Productions is making a new celebrity roundtable entertainment format, Who Wants to Start?, for Israel’s Keshet 12, with Keshet International set to launch it globally at MIPCOM.
Created by Assi Azar, Anat Stalinsky, and Keshet Broadcasting, premieres this summer with well-known personalities sharing one life-defining experience. For Keshet 12, Azar will serve as host and moderator. Veteran producer Ido Baron (The Amazing Race Israel, Ninja Israel) and director Anat Stalinsky (The A-Talks, Married at First Sight Israel) are attached. It will air in a prime-time slot.
“Throughout my career, I’ve learned the power of sharing the things we usually keep to ourselves,” Azar said. “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, noted, “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 a compelling proposition for broadcasters and platforms worldwide.”
