Esquire Network To Launch on Style Network Not on G4

The Esquire Network is set to launch later this month, but it will do so on the Style Network not on cable network G4. This decision comes as NBC Universal Cable Entertainment Group chairman Bonnie Hammer “looks to better define the brands in her cable portfolio”.

According to a report at The Hollywood Reporter, the Style network has been “the least distinct” among the “female-skewing networks within Hammer’s purview. By removing Style, the remaining three women’s networks – E!, Bravo and Oxygen – should be able to better serve their respective audiences”. This move will enable Esquire, the men’s lifestyle network to “launch on a considerably larger platform.”

The report further explains that “as part of the rebrand, some of Style’s current series will continue on the Esquire schedule, while others will either end their run or move to one of the other logical women’s nets”. Oxygen is the “youngest skewing of the trio with Bravo (being) the oldest” with E! falling in middle. One such show that would be affected is ‘Guiliana and Bill’, a top performer on Style will “likely move to E!”.

Esquire is “designed to fill white space”, giving “Madison Avenue buyers and Hollywood producers an opportunity to reach a more mature, upscale and affluent male demographic”, filling a void “left by the more tough-minded testosterone-heavy men’s networks” like Spike and History.

For right now, G4 will remain “as is” but it is “unlikely the company will invest in more original programming.

The rebrand of Style Network over to the Esquire Network will take effect on September 23.