G4 to Relaunch as Esquire Network in September

(AP) LOS ANGELES–The geek-flavored G4 channel will become the Esquire Network in September.

NBC Universal on Wednesday announced the rebranded channel’s Sept. 23 launch date. The channel is the namesake of Esquire magazine and is aiming to draw a similar audience of upscale males.

NBC Universal and Hearst Magazines are the partners behind the Esquire Network, which is a NBC Universal Cable Entertainment unit.

Esquire Network’s lineup will include original programming including cooking and travel shows and a series about professional horse race handicappers and another about American breweries. It also will air reruns, including “Late Night with Jimmy Fallon” and “Parks and Recreation.”

The channel’s debut will include a two-hour special on Esquire magazine’s 80th anniversary, which falls in October.