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Posted by: Stephanie Carmichael

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NBCUniversal and Hearst Corporation are rebranding G4 as the Esquire channel.

The new channel will provide modern male viewers with gaming and lifestyle content, according to Hollywood Reporter. The change is designed to appeal to a "metrosexual" demographic that hasn't been reached through other male networks like Spike and History.

Coverage includes cooking, travel, fashion, and also some gaming.

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Tags: G4, Esquire