G4 to be Rebranded as Esquire Channel

In September, Variety reported that G4 was going the way of the dinosaur. Dead. Gone. Finito. Rumor was that it would undergo rebranding, and would have an “upscale” male vibe, possibly becoming a television extension of classic male magazines GQ or Esquire, but nothing was confirmed. 

With G4’s October announcement that Attack of the Show and X-Play would have their last hurrah at the end of the year, there was no denying that the channel was a done deal. 

On Friday, The Hollywood Reporter confirmed that G4, a shell of its former self (if even that), would be relaunched as the Esquire Channel, catering to the modern male sophisticate, setting itself apart from testosterone-overdosed Spike, Velocity, and even The History Channel. The new format will still feature gaming (or start featuring it again, anyway), and will also spotlight travel, cooking and fashion. 

The change is slated to take place early next year.

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This new lineup is far more fulfilling to the core audience than anything G4 has done in recent years, so good luck to the Esquire Channel.

Source 1: The Hollywood Reporter

Source 2: Variety