G4 becomes Esquire

NBC Universal has concluded a deal with Hearst Magazines to rebrand the G4 network as the Esquire Network. The idea is a channel that’s “an upscale Bravo for men.”  G4 currently concentrates on video games and gadget reviews.

NBC is hoping to capture a more educated, affluent, sophisticated male viewer, who is not being served, it concluded, by the current non-sports programming on cable channels.

The Esquire Network will be  aimed at capturing areas of interest like cars, politics, world affairs, travel, fashion and cooking.