G4 Makes the Switch to The Esquire Network in April

Rebranding kicks "an upscale Bravo for men" into effect

We've had a couple posts about G4's rebranding efforts, which will bring the formerly-mostly-gaming, now-mostly-COPS-and-Cheaters network to an end. G4 officially makes the switch to The Esquire Network, described as "an upscale Bravo for men," on April 22. 

 

The New York Times has the latest report on the move, which puts The Esquire Network in 62 million homes with cable or satellite service. The new network's general manager, Adam Stotsky, says Esquire stands for "The modern man, what being a man today is all about."

 

Though all the programming hasn't been detailed, those looking for gaming-centric shows will probably want to look elsewhere. Other areas of interest the network is looking to capture include cars, politics, world affairs, travel, fashion, and cooking, all with the hopes of netting the "more educated, affluent, sophisticated male viewer" they feel aren't being served by cable channels like Discovery and Spike. 

 

 

One of The Esquire Network's first original shows is Knife Fight, a reality show centered on young chefs throwing down in after-hours cook-offs. There's also an original celebrity travel show called The Getaway, as well as a few comedies they'll be running. NBC's Parks and Recreation will make the leap to cable, and Party Down—which debuted on Starz in 2009 and ran for a woefully brief two seasons—will also run on the channel. 

 

"Realistically, guys who are into gaming are not necessarily watching television," said NBC's top cable executive, Bonnie Hammer, who also recently added Bravo to the portfolio of cable networks she oversees. "If this was going to come under my portfolio, I'm a little brand crazy, so I said, let's create a real brand, define a space, understand who we are programming for."  

 

There was no mention of other G4 shows, like Ninja Warrior, which adapts the intense Japanese sports/obstacle course show Sasuke.  

 

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Joseph Luster is the Games and Web editor at Otaku USA Magazine. His blog can be found at subhumanzoids. Follow him on Twitter at @Moldilox.

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