NBCUniversal’s Esquire network said it would launch September 23, kicking off with a two-hour special commemorating the 80th anniversary of the magazine. The nascent cabler also unveiled two more original series that will fill its air.
The net is being formed from the digital ashes of NBCU-owned cabler G4. The company hopes to broaden the current net’s aud beyond aficionados of gaming and gadgets and attract a broader, more upscale male audience. NBCU originally targeted April 22 as the date for the relaunch, but found it needed more time to stock up on original content. “Esquire Network is providing advertisers with an opportunity not currently offered by a television network to reach today’s educated, upscale man across multiple platforms,” said Laura Molen, exec veep, cable advertising sales at NBCU in a prepared statement.
NBCU originally targeted April 22 as the date for the relaunch, but found it needed more time to stock up on original content.
One of the newly announced series is ‘Brew Dogs,” in which Scottish “beer evangelists” James Watt and Martin Dickie travel America trying to prove the vitality of craft beer. Esquire has ordered six episodes of the hour-long program, produced by Custom Productions and Redtail Media.
The other series is ‘Horse Players,’ which follows a group of handicappers who visit the nation’s best-known horse tracks in hopes of getting rich. Esquire has ordered seven episodes of this hour-long program, which is produced by Go Go Luckey.
Previously announced series include ‘Knife Fight,’ an underground cooking competition hosted by Ilan Hall; ‘The Getaway,’ which explores amazing cities across the world through the eyes of a revolving cast of celebrities; ‘How I Rock It,” a style show hostsed by NBA superstar Baron Davis; ‘Risky Listing,’ a “docuseries” set in the milieu of New York nightlife real estate; and ‘American Field Trip,’ in which photojournalist Matt Hranek seeks out people, places and objects that embody the American spirit.
Esquire Network will also feature series broadcast elsewhere in the NBCU portfolio, including “Late Night with Jimmy Fallon,” “Parks and Recreation,” “Burn Notice” and “Psych,” along with “Party Down,” a comedy previously broadcast on the Starz premium cable network.
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