We all knew that G4 was ending soon, we now have the specifics. G4 will become the Esquire Network on April 22. NBC Universal will announce the deal today with Esquire magazine owner Hearst Magazines.

Those close to the deal describe the new channel as “an upscale Bravo for men.” Though executives acknowledge that a large percentage of men play video games, they are not interested in exploring the topic. They cite the traditional difficulty of providing television programs for gamers.

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