G4 being rebranded in April, gaming content to cease

By Dave Cook
11 February 2013 15:37 GMT

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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