Reports are that NBCUniversal is looking to rebrand the G4 channel as the Esquire channel. A deal with Esquire parent Hearst Corporation has apparently been closed to help shift the former gaming network to a destination for “the modern male.”
The new channel is designed to capture a growing, upscale demographic that isn't being reached through other male networks, like Spike. New programming, which will include genres such as cooking, travel and fashion, is reportedly in production as the rebrand is expected to take place during the first half of 2013.
G4's long running Attack of the Show! and X-Play were recently canceled as a major sign of NBCUniversal's ambition to move G4 away from its focus on gamers. The new Esquire channel will still have content for gamers, however.