Sunday, December 09, 2012

G4TV to become the Esquire Channel, go metrosexual

The cable channel G4, once the favorite of gamers, is going metrosexual. It was something rumored earlier, when G4 announced it was dumping "Attack of the Show" and "X-Play," and on Saturday it was confirmed: parent company NBC Universal (NBCU) has inked a deal with Esquire parent Hearst Corporation which will turn G4 into the Esquire Channel.

The rebranding will add programming in such categories as cooking, travel, and fashion, but there will be gaming and technology shows, as well. According to the Hollywood Reporter, which broke the news on Saturday, all of this will take place during the first half of 2013.

Some of the new programming is already in production. Could viewers hope to see specials on such things as "The Sexiest Woman Alive?" We could only hope. We will remind those who have short memories that earlier this year, Mila Kunis, of "Family Guy" and "Black Swan" was named this year's "Sexiest Woman Alive" by Esquire's U.S. edition (Miranda Kerr received the same honor from the U.K. edition).

NBCU apparently had conversations with Hearst's rival Conde Nast as well. However, NBC and Hearst Corp. have a long history, including as co-owners of A&E Networks as recently as this summer, until NBC sold its 15.8 percent share for $3.03 billion.

Hearst still maintains a piece of A&E Networks, which is the parent of such networks as Lifetime, A&E (natch), the History Channel, and the Biography Channel.

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