Hearst, NBCU launch Esquire net

US cablenet G4 will be relaunched as Esquire Network in April under a partnership between NBCUniversal and Hearst Magazines.

The male-skewing network will be run by Adam Stotsky, who joined G4 as general manager just over a year ago. He will work with editor-in-chief of Esquire magazine David Granger to develop the brand.

The channel will expand G4’s current remit of games, gear and gadgets to reflect a wider range of male interests, including travel, fashion, food and women.

The schedule will feature a mix of scripted and unscripted series, movies and specials. Competitive food series Knife Fight, exec produced by Drew Barrymore, has already been commissioned from Flower Films and Authentic Entertainment. Travel series The Getaway (working title), starring Anthony Bourdain and produced by Zero Point Zero, is also in the works.

Stotsky said: “There is a vastly under-served audience in cable TV – today’s modern man – and by joining forces with Esquire, we will deliver a multi-platform experience to this upscale, engaged, passionate audience, one that widens the aperture beyond G4’s technology and gaming base.”