PLANNED FOCUS TO EXPAND TO ENTERTAINMENT, FOOD, TRAVEL AND MORE
Young male-driven cable network G4, which launched on April 24, 2002, will be rebranded as the Esquire Channel in a deal between NBCUniversal and Hearst magazines effective on April 22. The focus will be on programming aimed at “metrosexual” viewers. Metrosexual is a term derived from metropolitan and heterosexual, which describes an urban dwelling man who is meticulous about his grooming and appearance. And the former technology and gaming network will expand to cover entertainment, food, women, humor, competition, travel, danger and more with a combination of scripted and non-scripted series, movies and specials.
“There is a vastly under-served audience in cable TV – today’s modern man – and by joining forces with Esquire, we will deliver a multi-platform experience to this upscale, engaged, passionate audience, one that widens the aperture beyond G4’s technology and gaming base,” said general manager Adam Stotsky said 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.”
New original shows will include the food show Knife Fight, hosted by Top Chef winner Ilan Hall and executive produced by Drew Barrymore; and The Getaway (working title) about celebrities taking viewers to their favorite cities. Also slated to air on The Esquire Network is the new summer season of American Ninja Warrior (in a shared window with NBC) and off-network repeats of NBC sitcom Parks and Recreation and Starz comedy Party Down.