NBC Universal is to revamp youth skewing US network G4 as the Esquire Channel after striking a deal with magazine publisher Hearst.
The move is the first time that the international men’s magazine will debut as a television brand and will see the channel rebranded as a more mature and sophisticated channel, albeit one still with a male skew.
This comes after NBC Universal hired former marketing chief Adam Stotsky as general manager of G4 in January. The deal was struck by Bonnie Hammer, chairman of NBC Universal’s cable entertainment division, who added G4 and E! to her portfolio following the NBC/Comcast merger.
The new Esquire Channel is expected to focus on lifestyle programming as well as cooking formats, travel and fashion series and the rebrand is expected to take place during the first six months of the new year.