G4TV is officially being rebranding as the Esquire Network in a partnership between NBC Universal and Hearst Magazines.
The rebranding will go into effect April 22, 2013.
Bonnie Hammer, NBC's top cable executive, described the new network as "an upscale Bravo for men” in an interview with The New York Times.
“There is a vastly under-served audience in cable TV –- today’s modern man –- and by joining forces with Esquire, we will deliver a multi-platform experience to this upscale, engaged, passionate audience, one that widens the aperture beyond G4’s technology and gaming base," Esquire Network General Manager Adam Stotsky said in a statement.
"Creating smart, entertaining programming for the high-normal American man fills a void in the cable universe. We at Esquire work hard to challenge and inspire and entertain our audience across all our print and digital expressions, and the new Esquire Network is finding new and ambitious ways to take that mission to television. We're thrilled to be part of it," David Granger, Esquire editor-in-chief, continued.
In addition to its slate of original programming -- which includes returning show "American Ninja Warrior" and in-development projects "Knife Fight" and "The Getaway" -- the new Esquire Network will air re-runs of "Party Down" and "Parks & Recreation." G4 canceled two of its shows -- "Attack Of The Show" and "X Play" -- in October.