G4's Esquire rebranding plan canceled

G4 will no longer be rebranding itself as Esquire, as NBC Universal has decided to rebrand the Style network instead.


Cable channel G4 appears to be sticking around after all. Despite plans to nix the network and replace it with a channel based on men's lifestyle magazine Esquire, NBC Universal has reportedly shuffled around its line-up and will be keeping G4 as-is, at least for the time being.

The Hollywood Reporter (via GamesIndustry.biz) reports that NBC Universal made the decision to rebrand the Style network instead, which has also been underperforming.

Despite the change of plans, it appears to be too late for some of G4's original programming, like the canceled Attack of the Show and X-Play. Those were both shuttered in October as part of the rebranding plan. This news doesn't mean they're coming back, and NBC seems content to let G4 continue consisting of older movies and syndicated TV shows. G4 might still be revamped into something else eventually, but Esquire is heading elsewhere.

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  • reply
    September 10, 2013 8:30 AM

    Steve Watts posted a new article, G4's Esquire rebranding plan canceled.

    G4 will no longer be rebranding itself as Esquire, as NBC Universal has decided to rebrand the Style network instead.

    • reply
      September 10, 2013 8:38 AM

      Bring back Attack of the Show and X-Play! With the exception of Kevin Pereira and Chris Hardwich everyone else seems to be free.

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      September 10, 2013 8:42 AM

      like tears in the rain

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      September 10, 2013 8:50 AM

      the preview for the shows on that channel make it look pretty stupid

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      September 10, 2013 8:52 AM

      I just know it as the "Cops and Ninja Warrior" channel. Aka the best channel.

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      September 10, 2013 8:54 AM

      Rebrand it as CliffyPhoria, and run a 24/7 loop of G4 E3 2004 Cliff Bleszinski footage.


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      September 10, 2013 9:02 AM

      Any fool could have seen this coming. The day of the change-over all that happened was a bunch of commercials for some new chef show, which were never aired, with the Esquire logo in the corner. Then the change-over was pushed back and commercials hinted that production had been extended in order to get more shows ready, and yes, more stupid commercials of the same one stupid show. Still with the G4 logo plastered on every show that is actually airing, and even on many commercials.

      I mean, maybe they learned that gamers don't glue themselves to television as much as they might like, but at the same time discovered that the G4 name at least had its own brand recognition after more than ten years?

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      September 10, 2013 9:03 AM

      I'm not sure how similar of different the channels are here in Canada to what's in the Staes, but there's nothing worth while on anymore. There wasn't any E3, PAX etc. coverage at all this year and all I watch is Reviews on the Run and EP Daily (where Mr. Cannata used to review movies from time to time).

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        September 10, 2013 10:01 AM

        It's basically a zombie channel other than the American Ninja Warrior stuff.

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      September 10, 2013 9:54 AM

      lol, wtf! so is G4 not dead now? BRING BACK SESSLER YOU DOLTS.

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      September 10, 2013 9:56 AM

      Bill S Preston is not amused!

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      September 10, 2013 10:00 AM

      G4's problem was that they didn't have enough originally programming. Now that AotS and X-Play are gone there is illiterately no reason for the station to exist.

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        September 10, 2013 12:50 PM

        G4's problem was that they canceled most of their original programming shortly after the TechTV merger.

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        September 10, 2013 1:24 PM


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      September 10, 2013 11:45 AM

      I was much preferring the handful of projected shows in the lineup for Esquire over the stale channel G4 has become. Hope Esquire gets off the ground soon and G4 becomes more gamer-dedicated, not less.

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      September 10, 2013 11:51 AM

      G4 still needs rebranding though. their old target audience gets its content from broadband internet to a much higher degree that a cable TV channel can't compete with

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      September 10, 2013 12:08 PM

      I swear NBC is run by idiots.

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        September 10, 2013 12:15 PM

        Someone was paid a large sum of money to come up with The Million Second Quiz.

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        September 10, 2013 2:56 PM

        I swear NBC Comcast is run by idiots.

        Fixed that for you.

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          September 10, 2013 3:14 PM

          They were already going down the shitter before Comcast bought them out.

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      September 10, 2013 2:58 PM

      G4 was a niche channel. It had a small, but fairly loyal viewership. So they toss that down the toilet to put in ANOTHER niche channel, then decide not to go that route either.

      That probably ought to count as a black mark against someone's career.

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        September 10, 2013 3:38 PM

        I bet it was something like 2% of G4's viewer base who watched Attack of the Show and X-Play. Only people I've ever known who actually watch G4 regularly just watch it for Cops and the other reality show repeats.

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