The Esquire Network will replace the Style Network, not G4, according to an internal NBCUniversal memo that The Hollywood Reporter got their hands on.
The decision to replace Style largely revolves around the existence of three similar NBCUniversal brands: Bravo, E!, and Oxygen. Style also boasts a higher viewership than G4 (74 million households to G4’s 62 million).
“Style represents brand overlap within our portfolio,” NBCUniversal Cable Entertainment Group chairman Bonnie Hammer wrote in the memo. “Esquire Network, on the other hand, offers an opportunity to introduce a lifestyle network that speaks to an upscale male audience underserved in the current marketplace.”
G4 will remain as it functions now in the meanwhile. It will not gain new original content.
The Esquire Network will launch later this month, on September 23.