"Esquire" magazine is headed to the small screen.
According to THR, G4 is getting older and wiser. The male-skewing "Esquire" magazine, which is owned by Hearst Corp., is moving in to rebrand the channel.
Currently a gaming channel that caters to a younger audience, the Esquire Channel would center on topics like cooking, travel, fashion and more.
THR reports that the channel will aim to "capture a growing, upscale demographic that isn't being reached through other male networks."
G4 canceled its hit series "Attack Of The Show!" and "X-Play" back in October, explaining that the channel was undergoing a makeover.
"'Attack of the Show' and 'X-Play' have been important for G4, and we want to acknowledge the creative people who have helped inspire and showcase the phenomenon of gamer culture," G4 Media general manager Adam Stotsky said. "With more than 3,000 episodes aired between them, we have more than enough great material to honor these innovators and their amazing contributions as we bring both shows to a close."
G4's rebranding will reportedly take place in the first half of 2013.