G4 to Rebrand as Esquire Network

As of April 22, video game network G4 will be rebranding as Esquire Network, a partnership between NBCU and Hearst Magazines targeted at an upscale male audience.

 

Adam Stotsky will lead the network as GM and work with David Granger, the Editor in Chief of Esquire magazine, on brand development. “There is a vastly under-served audience in cable TV – today’s modern man – and by joining forces with Esquire, we will deliver a multi-platform experience to this upscale, engaged, passionate audience, one that widens the aperture beyond G4’s technology and gaming base,” Stotsky said in a release.

 

Content-wise, the network will broaden G4’s gaming and tech focus to include entertainment, food, fashion, humor, travel and other topics. Programming will fall under both scripted and unscripted categories.

 

One original series under development is a cooking show called “Knife Fight,” hosted by “Top Chef” winner Ilan Hall, which films chefs as they compete before a crowd of celebrities, critics and foodies. “The Getaway” is another original. Produced by Anthony Bourdain and Zero Point Zero, the show takes viewers to each guest host’s favorite city and gives them a tour of its hot spots. A fifth season of “American Ninja Warrior” as well as episodes of “Parks and Recreation” and “Party Down” will also air.

 

The network’s digital focus will center around Esquire magazine’s Esquire.com, where viewers can watch original web series, and mobile apps and social media will complement the net’s on-air programming. Additionally, full episodes of series will be available via TV Everywhere and VOD. For additional details on the network read tonight’s CableFAX Daily.

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