SANJAY SHARMA All Def Digital

Russell Simmons’ All Def Digital channel has hired Machinima veteran Sanjay Sharma as its first president and chief operating officer.

Sharma will be responsible for working with the company’s founders on overall strategic direction as well as running all day-to-day business and operational affairs. He will also join the board of directors.

Sharma was one of the first employees at Machinima, one of YouTube’s largest network providers. He oversaw expansion and growth as exec VP of strategy and business development along with running corporate development, corporate communications and business and legal affairs.

Simmons launched All Def Digital a year ago with DreamWorks Animation’s  Awesomeness TV as a music and comedy channel.

“We knew we were ready to take All Def Digital to the next level, but first we had to identify and recruit a rare executive that understood the multiracial singularly cultural audience, and knew the many worlds we play in, from digital and television to film and music,” Simmons said.

“We’re thrilled to have Sanjay join us as we build a transformative new breed of media company that can surround our programming and talent with industry leading, branding, distribution and commercial partnerships.”

Sharma previously worked in the business and legal affairs division of Warner Bros. Pictures.

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