NBCUniversal is talking with publisher Hearst about partnering over the cable channel G4, which could be rebranded as the Esquire Channel, tied to the Hearst men’s magazine, reports Deadline.com.
The partnership would make sense, as it would allow the G4 to keep its male focus but add a level of sophistication to the network, the story says. NBCUniversal declined to comment.
The decision to go upscale came after NBCUniversal’s talks with potential partners such as WWE and UFC fell through. NBCUniversal and Hearst have partnered before, when both were co-owners of A+E Networks. NBCUniversal sold its stake in July.