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"Every year, companies like Google need more innovators, but there is no content celebrating them," he said during his keynote address at the IBC (International Broadcasting Convention) 2012 Conference in Amsterdam earlier this month (Sept. 7).
"The system thinks people are dumb and they don't care. We have no desire to make them care. We need creative people working with broadcasters, making smart content to inspire people to be geniuses," the producer/rapper insisted of his search for the next Steve Jobs or Mark Zuckerberg.
"It will be great TV and great for society," will said. He is currently in the negotiation stages with broadcasters.
Meanwhile, you can watch the making of will's "Reach for the Stars" broadcast from Mars in the new "i.am.mars: Reach for the Stars" documentary on the Discovery SCIENCE channel, premiering tonight (Sept. 19) at 10PM ET.