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G4 is an American cable and satellite television channel originally geared toward male viewers aged 12–34 and devoted to the world of video games and the video game lifestyle. More recently, the channel has diverted its focus to general interest programming that targets male viewers aged 17–36. G4 launched on April 24, 2002.[1] It is headquartered in Los Angeles, California and owned by G4 Media (which, in turn, is owned primarily by Comcast). G4 is available in 60 million cable and satellite homes in the United States.[2] The name "G4" originally stood for the four generations of video games (text, sprites, polygons and textures); however, the form of the name is similar to such computer-age abbreviations as i18n for internationalization and can be considered as intentionally fashionable.
Early daysG4 was created by Comcast and Insight Communications in 2002. The initial concept was create a service similar to TechTV but "geared more toward MTV's demographics".[5] The network was launched with 13 original series. The launch shows consisted of Arena (a digital sports-highlight game show), Filter (a road show series that takes viewers across the US in search of great games and arcades), Blister (focused on action/adventure game news), Cinematech (described as a showcase for the best high-end digital art), Sweat (focused on sports game news). Cheat! (tips on games), Portal (focused on multiplayer online games), Pulse (news on the gaming industry), Judgement Day ("two video-game gurus will opine on the latest entries") and G4tv.com (an interactive talk show on video games).
Hirschhorn intended G4 to become a vehicle for unconventional advertising. In 2002, G4 offered advertisers "wide latitude to place their products on G4's programs, and even allowing their commercials to appear as if they're a part of the program."[6] G4 also offered what was a called a "2 minute unit" which was an advertising package played as if it were part of a G4 program that was long enough to run an entire movie trailer. G4 also offered to sell the right to have a game showcased on the show "Pulse".[7] TechTV mergerOn March 25, 2004, Comcast announced that it had purchased TechTV and would combine it with the G4 network, creating a new entity called G4techTV. The TechTV production facilities in San Francisco would be closed and the new network would be located in Los Angeles. Charles Hirschhorn of G4 was put in charge of the combined entity. Reaction to this news was mixed among viewers of both channels, seeing the removal of several popular shows from both G4 and predominantly TechTV, and the firing of many employees (including the temporary termination of all 300 TechTV employees). The relocation of a video gaming network away from the San Francisco area, where a large portion of game development takes place, also seemed foolish to many. On February 15, 2005, less than a year after the merger, TechTV was officially dropped from the channel's name in the U.S., and is now known only as G4. However, on the network's affiliate in Canada, the TechTV name still remains (along with some TechTV programming), and the channel is known as G4techTV Canada. FormatOn September 19, 2005, it was reported by TVweek.com that former DirecTV executive Neal Tiles had replaced G4 founder Charles Hirschhorn as the channel's CEO. Also reported was a managerial decision to decrease G4's emphasis on video game coverage, in favor of a shift toward a male general interest programming format, reminiscent of Spike TV. The programming format mostly consists of syndicated material. Beginning with G4's September 2005 acquisition of The Man Show, an alternative version of the channel's logo (featuring its website address in lieu of the slogan "Videogame TV") was introduced and gradually replaced the existing logo over the next few months. Variety.com reported, Now, under the aegis of Comcast and new [president] Neal Tiles, G4 is evolving into a lifestyle channel, peppered with videogame culture, as opposed to wall-to-wall games. "We're going through a change. Guys like to play games, but not necessarily watch a bunch of shows with games on the screen," Tiles says. "So what we're doing now is expanding G4 from a network solely defined by videogames to one inspired by them." [9] ConsolidationComcast, the parent company of both G4 and E! Networks, announced on October 12, 2006, that it would consolidate its west coast entertainment operations, including G4, E! and Style into a new group headed by the the person who had formerly run the E! Network. It was announced that the upper management of the G4 network would relocate to the E! Network's LA office and that there would likely eventually be layoffs within the management of G4 as operations were consolidated. Ted Harbert, the CEO of the newly-created Comcast Entertainment Group, also said that in the long run the organization would look at colocating G4's television production facilities with those of E! to further cut costs. Harbert gave his opinion that the focus of the channel on "gaming has been demonstrated as being too narrow." He also gave assurances that while G4 might change, it would not become extinct.[10][11] [12] CriticismG4 has since its beginnings been involved in relationships with advertisers and sponsors which some have found questionable.[8] G4 has in the past bragged about its willingness to go beyond the traditional limits of advertising on the network. The willingness of the network to sell advertisements inside of program content as well as efforts in the past to sell coverage of products on shows to companies raises questions about the honesty of all content on G4. Some point to examples of what seems like excessive repeated criticism of the products of particular companies or the companies themselves and incomplete disclosure by G4 of its advertising relationships with certain companies. The numerous changes to the network's programming also brought on a storm of criticism from longtime TechTV/G4 fans, many claiming that the channel has strayed too far from its gaming roots. With most of the remaining G4 original shows having been severely altered, many see this as G4's ongoing attempt to be a competitor to other male-oriented networks such as Spike TV. Many TechTV fans have expressed displeasure about G4's takeover of that channel, feeling that TechTV was essentially "destroyed" by G4's merger. It led to the cancellation of all but one of the remaining TechTV shows, X-Play, which currently also happens to be the highest rated show on G4. Some fans point out that the network has lost any identifiable identity, airing various random syndicated programming. The merger and the new male-oriented appeal has caused mostly negative reaction on the fanbase's end. There have even been "Anti-G4" websites, message boards, and things of the sort adopted to try and petition the changes - amongst other things.
G4techTV CanadaG4techTV Canada is co-owned by G4 Media and Rogers Media. Because of the co-ownership between G4 and Rogers, and the network's licensing with the CRTC as a technology channel, the rename of February 15, 2005 did not take effect in Canada. Also, due to CRTC programming regulations, some programs which air on G4 in the U.S. do not air on G4techTV Canada; those shows are instead replaced by Canadian-produced technology programming. G4techTV Canada is very different from its American counterpart because of these CRTC regulations. While G4techTV focuses on technology programming and related lifestyle programming that TechTV originally had, G4 has been heading into a male orientated programming direction with less of an emphasis on gaming and more on male general interests. Logos
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