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Report: G4 to become the Esquire channel

Jordan Mallory

Cable network G4 will be rebranded as the Esquire channel, acquiring the magazine's name and branding sometime in the early part of next year, The Hollywood Reporter, uhm, reports. The deal has been finalized between G4-owner NBCUniversal and Esquire-owner Hearst Corporation, according to The Hollywood Reporter's sources, and production of new content aimed at a "metrosexual" male audience is said to be underway.

While the channel's new content will feature some gaming-oriented material, subjects such as fashion, cooking and travel will also be covered in an attempt to capture a more sophisticated male audience. As X-Play and Attack of the Show have already been cancelled, we doubt any of G4's late gaming content will be resurrected in the channel's new form. We are, however, looking forward to finding out how to recreate Nathan Drake's designer look for an off-the-rack price.

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