G4 officially becomes the Esquire Network,  “an upscale Bravo for men,” on April 22, NBCUniversal and Hearst Magazines officially announced today.

This change is more than just in name only: it alters the entire editorial landscape. Gaming content is going out the door. Instead, the Esquire Network will aim to capture the essence of its magazine counterpart by focusing on cars, politics, world affairs, travel, fashion, and cooking. Adam Stotsky, general manager of the Esquire Network, describes their editorial direction as one that focuses on “the modern man, what being a man today is all about.”

“Realistically, guys who are into gaming are not necessarily watching television,” NBC programming executive Bonnie Hammer added. “If this was going to come under my portfolio, I’m a little brand crazy, so I said, let’s create a real brand, define a space, understand who we are programming for.”

Now, before any fans of G4 point fingers at Esquire and NBCUniversal while crying foul, you may want to consider what former G4 star Adam Sessler recently said about the network’s decline: “When no one watches, things get cancelled.”

Source: NY Times