G4 becomes the Esquire channel next year

G4 is no more. The channel will be rebranded as the Esquire channel in the first half of 2013.

The Hollywood Reporter reports that when the new channel launches, it will broadcast programming such as cooking, travel and fashion. Gaming content will be shown as well.

With the move, Esquire parent Hearst Corporation is looking “to capture a growing, upscale demographic that isn’t being reached through other male networks, including adrenaline-heavy Spike and History.”

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