A groundbreaking new celebrity talk show, "Who Wants to Start?", is set to premiere on Keshet 12, offering a unique platform for public figures to engage in candid group therapy sessions. Hosted by the acclaimed Assi Azar, the series aims to foster genuine human connection by bringing together celebrities who have navigated similar pivotal life events. These unscripted conversations will delve into a range of profound experiences, from anxiety and divorce to parenthood and grief, encouraging participants and viewers alike to recognize the universality of human struggles and the power of shared vulnerability. The format promises an authentic exploration of personal journeys, moving beyond typical celebrity interviews to create a space for meaningful dialogue and mutual support.

The innovative concept behind "Who Wants to Start?" centers on authenticity and raw emotion. Each episode features five celebrities who are brought together under one roof, unaware of who their fellow participants will be until they step onto the set. This element of surprise is designed to cultivate immediate, uninhibited interaction. The discussions revolve around a shared "defining life moment," topics that resonate deeply with human experience, including addiction and recovery, body image, illness, betrayal, and financial hardships. These intimate conversations take place before a studio audience, further enhancing the sense of community and shared understanding. The absence of a script ensures that every dialogue is spontaneous and heartfelt, allowing for genuine emotional responses and unfiltered insights.

Assi Azar, a prominent Israeli TV personality and LGBTQ+ activist, not only hosts the show but also co-created it alongside Anat Stalinsky and Keshet Broadcasting. His personal journey and openness about his own experiences, such as coming out and managing anxiety, have deeply influenced the show's philosophy. Azar emphasizes that the core message of "Who Wants to Start?" is a simple yet powerful one: "we are not alone." The series employs various interactive methods, including sealed envelopes containing thought-provoking questions and mini-games, to facilitate the flow of conversation and guide the participants toward a collective reflection on their shared experiences. This structured yet flexible approach ensures that each episode builds towards a profound and impactful conclusion.

The show is produced by Baron Productions, with Ido Baron serving as a producer. "Who Wants to Start?" is slated to debut on Keshet 12 later this summer, with Keshet International managing its global distribution, and the format is set to be showcased at this year's Mipcom. Hilik Sharir, CEO of Keshet 12, highlights the show's appeal in its ability to connect with a broad audience through its warmth, humor, and authentic human connections, without relying on conflict for entertainment. Kelly Wright, MD of Distribution at Keshet International, sees the series as a highly attractive format for international buyers, noting its repeatable nature, universal appeal, and genuine emotional depth. The rotating cast of celebrities, coupled with the unscripted nature, ensures that each installment remains fresh and engaging, making it a cost-effective yet compelling offering for broadcasters and platforms worldwide.

In essence, "Who Wants to Start?" distinguishes itself by creating an environment where celebrities can transcend their public personas to explore the common threads of human experience. By engaging in open and honest dialogues about significant life events, the show not only provides compelling entertainment but also offers a powerful message of solidarity and mutual understanding to its audience. The series' success hinges on its ability to demonstrate that despite differing circumstances, the emotional journeys and challenges faced by individuals, regardless of their celebrity status, are often deeply interconnected, reinforcing the idea that collective sharing can alleviate the burden of personal struggles.