CES 2013: Russell Simmons and Brian Robbins talk All Def Digital

By Dawn C. Chmielewski

January 8, 2013, 2:29 p.m.

LAS VEGAS -- Def Jam label co-founder Russell Simmons and veteran television and film producer Brian Robbins have joined forces to launch the new YouTube channel All Def Digital (ADD), a name that hints at the partners' ambitions to create entertainment for a diverse audience of viewers who have been jokingly labeled the short-attention-span generation.

ADD launches in the spring with a network of offerings to include music, comedy and scripted programs for the hip-hop culture. Simmons said he hopes to repeat the success with Def Comedy, which introduced a generation of African American comics to HBO's television viewers.

"Def has its connotation. It speaks to the hip-hop audience -- which is the mainstream," said Simmons. "It is the forgotten mainstream."

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Photo Description:
Hip-hop music producer Russell Simmons announced his collaboration with veteran TV and film producer Brian Robbins on All Def Digital, a new YouTube channel. (Erik S. Lesser / EPA)