G4, a channel owned by NBCUniversal, is about to get a big makeover. According to The Hollywood Reporter, the network struck a deal with Hearst Corporation to rebrand the gaming-cenrtic G4 to Esquire Channel. The new channel, much like its print namesake, will target smart, successful dudes.
Esquire Channel is set to debut in the first half of next year, as some programming (cooking, travel and fashion themed shows) is already being produced.
A quick glance at G4′s lineup explains why this is a good move for NBCUniversal. While we love Knight Rider reruns and four episodes of COPS in a row is basically our ideal Friday night, advertisers and consumers probably don’t agree. By bringing the Esquire brand aboard, the new channel will surely spark interest, and — hopefully for everyone involved — more ad dollars and viewers.