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G4 being rebranded in April, gaming content to cease

Monday, 11th February 2013 15:37 GMT By Dave Cook

Popular online gaming channel G4 is to be rebranded as the Esquire Network from April 22, and will cease all game programming.

The New York Times reports that NBCUniversal has struck a deal with Hearst Magazines to rebrand G4 after the men’s magazine Esquire, and will shift its focus to topics such as cars, politics, travel and cooking.

Adam Stotsky, the new general manager of Esquire Network added that the new channel will focus on “The modern man, what being a man today is all about”, and as such will not include any gaming content.

NBC programming executive Bonnie Hammer added, “Realistically, guys who are into gaming are not necessarily watching television. If this was going to come under my portfolio, I’m a little brand crazy, so I said, let’s create a real brand, define a space, understand who we are programming for.”

Hey guys. I’m a modern man. I like games. I’m sure I’m not alone here…

What do you make of the move? Does it make sense, or is it daft? Let us know below.

Thanks Gamespot.

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3 Comments

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  1. Cryss

    Streaming sites like Twitch have proved there is an open market for those who wish to watch game footage. At the same time with the Xbox 360 and PlayStation 3 focusing on being entertainment hubs as well as gaming consoles, I find it difficult to ascertain why gaming channels seem so prone to failure…

    #1 1 year ago
  2. The_Red

    I’m really curious to see whether this move helps the network or not. I know G4′s gaming content wasn’t too popular but it definitely wasn’t the reason that behind network’s failure.

    #2 1 year ago
  3. Hellhound30x

    I stopped watching G4′ when they stopped focusing on games, and started in with stupid “Cops” reruns…
    I would be happy for a show like ICONS again… that was my favorite show on there… Man, I miss tech t.v.

    #3 1 year ago