G4 Rebranded as Esquire Network

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G4 Rebranded as Esquire Network

We’ve all got to grow up sometime, and that day has been announced for NBC’s G4.

Today NBCUniversal announced it will rebrand the channel, which was normally focused on videogames and technology, as the Esquire Network. A New York Times article details the channel and its genesis, which is inspired, but will not necessarily share content with the publication of the same name. The article stated that the rebranding comes from a deal made between NBCUniversal and Hearst Magazines and is expected to make its debut on April 22. The channel was described by an NBC exec as “an upscale Bravo for men.”

As the article notes, the channel is targeting the “more educated, affluent, sophisticated male viewer” and points out that competition such as Discovery and Spike aren’t hitting the mark. The channel will cover “cars, politics, world affairs, travel, fashion and cooking.”

One of the first series mentioned in the articles is called Knife Fight, a competition show that focuses on young chefs in “after-hours cook-offs.” The article also noted the network would air episodes of Parks and Recreation and Party Down.

It’s been no surprise that G4 was getting a re-brand since last October, when the channel announced the end of one of its biggest series, Attack of the Show!, which aired its final episode on Jan. 23 of this year.