LOS ANGELES -- The geek-flavored G4 channel will become the Esquire Network in September.
NBCUniversal 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.
Comcast Corp.'s NBCUniversal and Hearst Corp. are the partners behind the Esquire Network, which is an NBCUniversal Cable Entertainment unit.
Esquire Network's lineup will include original programming including cooking and travel shows, 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.