Because nothing quite says "hip brand rejuvenation" like associating your channel with an 80-year-old magazine, NBCUniversal today announced the rebranding and makeover of its G4 television channel into "The Esquire Channel" (as in Esquire magazine). G4 primarily aired video game-centric programming, as well as a vast array of re-runs -- something NBC exec Bonnie Hammer doesn't think that was the best idea. "Realistically, guys who are into gaming are not necessarily watching television," Hammer said. "Let's create a real brand, define a space, understand who we are programming for."
