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NBCUniversal Cable Entertainment Group chairman Bonnie Hammer announced that the company will be rebranding the female-demographic Style Network as the upscale male-demographic channel Esquire. The shift was originally intended for technology- and gaming-focused channel G4.
According to Hammer, Style's programming greatly overlapped with E!, Bravo, and Oxygen. The decision is meant to diversify cable offerings and will get the Esquire Network into more homes. Style is currently available in 75 million homes compared to G4's 62 million.
The rebranding goes into effect on September 23, which will potentially layoff as many as 100 employees. Hammer previously worked on defining the branding for television station Syfy and USA.
Source: The Hollywood Reporter