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NBCUniversal may rebrand G4 as Esquire Channel

The new G4 will aim for those Spike has left behind

Anonymous sources have told The Hollywood Reporter that G4 is going to be rebranded as the Esquire Channel. G4 parent company NBCUniversal and Esquire parent company Hearst Corporation are reportedly in talks to move G4 away from gaming towards a more metrosexual demographic. The hope is that Esquire can capture upscale male viewers, instead of the lowbrow male-centric programming found on channels like Spike and History.

Sources say the new programming is already in production with the rebrand being planned for the first half of 2013. Gaming shows will still continue to have a place at the new network, but alongside new shows focusing on cooking, travel, and fashion.

NBCUniversal declined to comment on The Hollywood Reporter's story.

G4's Attack of the Show and X-Play were cancelled in October by new G4 general manager Adam Stotsky. At the time, there were rumors of the channel becoming more “upscale” and “sophisticated”. X-Play host Adam Sessler joined Revision3 last month, in his new position as executive producer of games content.

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Latest comments (7)

Greg Wilcox Creator, Destroy All Fanboys! 3 years ago
Who the hell reads Esquire? It makes me think of a lower-rent Playboy for some reason. Eh, whatever. A highbrow gaming/cooking/travel/fashion channel I have zero interest in. Why not try for something more, er... "normal? Th bulk of Spike and History's programming are just to stupid to watch (GTTV is the saving grace, but it's not on often enough for me to tune in regularly), but this rebranding is going to be a painful lesson for NBC because I don't personally know anyone who fits the demographic they're shooting for.
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Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.3 years ago
I really didn't think it was possible for them to make this channel worse but they found a way.
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Liam Farrell3 years ago
So, cooking and travel shows in between repeats of cops?
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Show all comments (7)
Greg Wilcox Creator, Destroy All Fanboys! 3 years ago
I have the feeling that they'll ditch Cops and other shows in favor of that more "upscale" programming, but then again... I guess Cops gets good enough ratings (stupid as it is), so it may stay. I have the feeling that not a single gamer works in the programming division, as I'm still brain-boggled at the Esquire branding if it's so.

What, they're going to bring back Lifestyles of the Rich and Famous or something? Maybe a rich gamer TV show featuring celebrities and their expensive game rooms? Ugh.
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Liam Farrell3 years ago
It's the same vicious circle. Either the TV people know nothing about games or the game people don't know how to make good TV.
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Greg Wilcox Creator, Destroy All Fanboys! 3 years ago
To be fair, G4 at least had SOME interesting content before they ate Tech TV and Comcast took over. There were some interesting holdovers after that, but they all vanished soon enough. Still, the slide downhill was pretty constant after that with only a few positive things happening between then and this new debacle in the making...
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Liam Farrell3 years ago
But those days, online content was nowhere near the sheer amount it is today. G4 got left behind and went the lowest common denominator route. But at least it lasted some years. Look at the UK. Since Gamesmaster ended, gaming TV has been very scarce and nowhere near the audience of GM. So in one sense, I totally understand why commissioning editors simply say, video games don't work as a TV show
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