Back in September it was announced that G4—a network which originally catered specifically to gamers before branching out into a broader demographic (read: COPS and Cheaters)—would be rebranding to cater to an older crowd. Now sources tell The Hollywood Reporter that NBCUniversal has closed a deal with Hearst Corporation to rebrand it as the Esquire channel.
The Hearst Corporation is the parent company of Esquire magazine, and the channel will focus on delivering content to a growing, upscale demographic not being catered to by channels like Spike and History. According to THR, while the Esquire channel is set to court the modern male metrosexual and will have programming that focuses on cooking, travel, and fashion, it will include some gaming shows, as well.
The cancellation of long-running G4 shows X-Play and Attack of the Show was announced in October, so it's unclear what type of game-related programming the Esquire channel has planned. Whatever comes of it, you can bet the hosts will be more fashionable than we could have ever imagined.