G4 Being Rebranded as Esquire Network

LOS ANGELES/NEW YORK: NBCUniversal and Hearst Corporation are rebranding the male-skewed G4 channel as the Esquire Network, starting as of April 22.

The refreshed network will expand on G4’s foundation of games, gear and gadgets to reflect a broad range of interests of today’s modern men. The programming will feature a classic voice, high-brow style and wit, attributes that have come to define the Esquire magazine brand. Topics covered will include gaming and technology, but also entertainment, food, fashion, women, humor, travel, competition and danger. There will be a mix of unscripted and scripted series as well as movies and specials.

The Esquire Network team is working on a slate of all-new original series, including Knife Fight, from executive producer Drew Barrymore. The show, hosted by Top Chef winner Ilan Hall, is an after-hours cooking competition where chefs go head to head in front of a rowdy crowd of celebrities, foodies and critics. The Getaway (working title) is executive produced by Anthony Bourdain and features travel lovers taking viewers to their favorite places on the planet. American Ninja Warrior is returning. The originals will be complemented by NBC’s Parks and Recreation and Starz’ Party Down. 

“There is a vastly under-served audience in cable TV—today’s modern man—and by joining forces with Esquire, we will deliver a multiplatform experience to this upscale, engaged, passionate audience, one that widens the aperture beyond G4’s technology and gaming base,” said Adam Stotsky, the network’s general manager. “Esquire magazine brings 80 years of unparalleled insight into what makes men tick, and we will incorporate the best of this iconic brand to produce original shows that build the network for growth and success.”

“What Adam and his people are building is really exciting,” added David Granger, the editor in chief of Esquire magazine. "Creating smart, entertaining programming for the high-normal American man fills a void in the cable universe. We at Esquire work hard to challenge and inspire and entertain our audience across all our print and digital expressions, and the new Esquire Network is finding new and ambitious ways to take that mission to television. We’re thrilled to be part of it."

“One of Hearst’s real strengths is our ability to work with cable networks to create winning print-digital-television platforms and we’re very excited to partner with NBCUniversal,” said David Carey, the president of Hearst Magazines. “Esquire Network, coupled with Esquire magazine and Esquire.com, provides an immersive, 360-degree brand experience for consumers and marketers."

“Esquire Network will give advertisers access to one of the most coveted and untapped audiences in the cable entertainment marketplace—the upwardly mobile, educated and highly-engaged man,” said Linda Yaccarino, the president of ad sales at NBCUniversal. “We are already in talks with key clients and developing fully integrated opportunities for them to align their brands with this elusive, hard to reach demo.”