The move, which will look to court metrosexual viewers that History and Spike ignore, will include programming focused on gaming and lifestyle. In its bid for the largely untapped metrosexual viewership, NBCUniversal is set to rebrand G4 channel as the Esquire channel . Sources tell The Hollywood Reporter that the NBCUniversal-owned cable network has closed a deal with Esquire parent Hearst Corporation to shift the former gaming network to a destination more in line with the modern male. The effort is designed to capture a growing, upscale demographic that isn't being reached through other male networks, including adrenaline-heavy Spike and History. Some of the new programming -- which will focus on such genres as cooking, travel and fashion -- already is in production as the rebrand is expected to take place during the first half of 2013, according to sources. True to the decade-old network's heritage, there will be gaming fare as well. 11 An NBCU spokesperson decline