Format

Keshet 12 has commissioned a new original entertainment format, Who Wants to Start?, created by Assi Azar, Anat Stalinsky and Keshet Broadcasting, set to premiere in Israel this summer in primetime. Produced by Baron Productions, the format brings together five well-known personalities who share a defining life experience—such as anxiety, divorce, grief, parenthood or starting over—and places them in an intimate, unscripted roundtable. Filmed in the round in front of a small studio audience, participants have no prior knowledge of who else is involved, allowing a raw, emotionally-driven and often humorous conversation to unfold organically in real time.

Hosted and moderated by Assi Azar, alongside veteran producer Ido Baron (The Amazing Race Israel, Ninja Israel) and director Anat Stalinsky (Married at First Sight Israel), the show is structured through simple but effective narrative devices. Sealed envelopes containing prompts and questions, combined with quick-fire interactions, mini-games and shared exercises, guide the discussion while preserving spontaneity and building towards a reflective closing moment.
Each self-contained episode explores a different universal theme—from addiction and recovery to body image, illness, betrayal and financial collapse—ensuring both repeatability and strong local adaptability.

Assi Azar explains the creative impulse behind the format: “Throughout my career, I’ve learned the power of sharing the things we usually keep to ourselves. 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.”
Hilik Sharir, CEO of Keshet 12, highlights its editorial positioning: “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.”
Kelly Wright, MD of Distribution at Keshet International, underscores its market appeal: “Who Wants to Start? has everything buyers are looking for: a simple, repeatable format with a strong universal hook and genuine emotional payoff. Its intimacy also keeps it cost-efficient, making it highly attractive for broadcasters and platforms worldwide.”

Keshet International will distribute the format globally, launching it at MIPCOM in October.