G4 is set to become the Esquire channel, THR reports.
Earlier this year, it was revealed that Attack of the Show and X-Play had been cancelled as G4 made a move to rebrand itself and partner with Esquire or another men’s magazine like GQ in order to tap into a “more upscale, sophisticated guy TV space.”
At the time, the network was considering renaming itself G4Men, among other options. It has now been announced that NBCUniversal plans to rebrand G4 as the Esquire channel.
The idea is to create programming that will appeal to the “untapped metrosexual viewership.” The cable network closed a deal with Esquire parent, Hearst Corporation, and intends to court an upscale viewership that they feel is currently underserved. According to THR, the rebranding efforts will “shift the former gaming network to a destination more in line with the modern male.”
New programming is already in development and will focus on the genres that other male-centric channels, such as Spike, have failed to provide for men. They include: cooking, travel, fashion and, in keeping with tradition, some gaming as well.
We can expect to see the rebrand in early 2013.