Confirming long-standing reports that former video game-centric cable network G4 would transition from "geek to chic," NBCUniversal announced a deal with Hearst Magazine to rebrand the channel the Esquire Network, reports The New York Times.
The Esquire Network will shift the channel's focus from video games, tech and pop culture to cars, politics, world affairs, travel, fashion and cooking, according to the Times. Original programming coming to Esquire includes Knife Fight, a reality show about after-hours cook-off contests, and celebrity travel show The Getaway, which is unrelated to the Team Soho game of the same name. The rebranded network will also air reruns of Parks and Recreation and Party Down.
According to NBCUniversal executives quoted in the piece, G4's programming niche was limited and the relaunched channel will hopefully capture "the essence of the magazine."
"Realistically, guys who are into gaming are not necessarily watching television," said Bonnie Hammer, chairman of NBCU Cable Entertainment and Cable Studios.
G4 canceled Attack of the Show and X-Play in 2012.
The Esquire Network is slated to launch April 22.
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