G4 Rebrands as Esquire Network, Keeping American Ninja Warrior

Yesterday it was announced by NBCUniversal that starting April 22, 2013, G4 will be rebranded as “Esquire Network” to be the “the only television network aimed at the full, multi-faceted lives of today’s modern men.” This will be a joint venture between NBCUniversal and Hearst Magazines which owns the Esquire brand and property. “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,” said General Manager Adam Stotsky to whomever was listening.

American Ninja Warrior, the top-rated program on G4, will return for its fifth season to air this summer on Esquire Network and NBC. Presumably this means that the structure of American Ninja Warrior 4 will be replicated for American Ninja Warrior 5, meaning the opening round of the competition being shown on G4…er…Esquire Network, with the Regional Finals (or whatever equivalent they have this year) and the National Finals airing on NBC, and then the whole thing airing on perpetual repeat on Esquire Network.

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