G4 is dead.
The cable outlet will rebrand on April 22 as the Esquire Network. The cable channel will add repeats of Party Down and Parks and Recreation to its line-up that includes Heroes, Quantum Leap and Lost. Gone are original shows like Attack of the Show and X-Play.
The news comes two months after The Hollywood Reporter reported that NBCUniversal, which owns the cable network, and Esquire parent Hearst Magazines had inked a deal to create a network catering to the modern man. NBCU will retain ownership of the channel, with GM Adam Stotsky working closely with Esquire’s editor in chief David Granger to develop the brand.
“There is a vastly underserved 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 Stotsky in a statement. “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.”
The new cable outlet will reportedly be a male version of Bravo.