The anticipated rebranding of cable network G4 as the Esquire Network has been delayed until a not-yet-specified date later this summer.
The launch had been scheduled for one week from today (April 22), but executives apparently prefer to wait until more original programming is ready to go. The delay will allow Esquire to start with five originals, including Season 5 of G4’s “American Ninja Warrior” and four new series: cooking competition “Knife Fight” hosted by “Top Chef” winner Ilan Hall, celebrity travel series “The Getaway” from Anthony Bourdain, celebrity lifestyle series “How I Rock It” hosted by NBA player Baron Davis, and blogger Matt Hranek’s “American Field Trip.”
Esquire will also launch with rerun rights to USA hits “Psych” and “Burn Notice,” cult comedy favorites “Party Down” and “Parks and Recreation” and talk show “Late Night with Jimmy Fallon.” All series are designed to cater to Esquire’s key demographic: the “modern man” (read: young, affluent males with money to burn).
“We have an opportunity to launch with more original programming than we had envisioned. In order to give our viewers a more substantial program offering that showcases the breadth of the Esquire Network, we are pushing our rebrand to the summer,” Esquire Network’s general manager Adam Stotsky said in a statement.