G4 Becoming Esquire Network

by Adam Biessener on Feb 11, 2013 at 04:49 AM

NBCUniversal is rebranding G4 as a more general-purpose men's interests channel called Esquire Network starting April 22. Now that all that pesky gaming programming is out of the way, Esquire Network is free to brave new frontiers with its first two original series: a reality cooking show and a celebrity travel series.

The network is intended to be an upscale men's entertainment hub, focusing on things like cars and politics rather than bikinis and explosions. Esquire magazine's editor-in-chief David Granger, who will be "working closely" with NBCUniversal on the network, described his view of Esquire Network's programming to The New York Times as "not duplicative of what readers find in the magazine, but in the same wheelhouse.”

The network will also be showing re-runs of content owned by its megacorporation parent company, including Parks and Recreation and Party Down.

It wasn't wall-to-wall solid gold, but G4 was a cable channel dedicated to games, gamers, and gamer culture. I'll be pouring one out for it and the hard-working folks who made G4 what it was later this evening, and I invite you to do the same.