G4 will no longer be the network you know and…used to watch.

Admit it. It’s been quite a while since you’ve actually stopped on G4 for longer than a few seconds while channel surfing before moving on with a sigh of disappointment. Following an elongated period of programming lineup experimentation and the departure of several of the channel’s key figures, G4 just ain’t what it used to be, and NBCUniversal is clearly aware of that fact.

According to a report from Variety, G4 is set to undergo a significant “re-branding” (set to begin in 2013)  that would reportedly take the network “in a direction reminiscent of GQ,” a monthly men’s magazine focused on male culture and fashion. While the approach would seem at first glance to be a drastic one, the report indicates that the network is still looking to remain true to its tech and video game roots.

First launched in 2002, G4 quickly gained the attention and loyalty of geek subculture everywhere with its tech and gaming-oriented programming. In recent years however, significant changes to the programming lineup and content brought heaps of criticism from viewers who claimed that the channel had ditched its roots in favor of competing with the pseudo-male mindset that Spike saw success from.  Additionally, recent months have seen the departure of several G4 high-profile figures. X-Play staple and host Adam Sessler for example, parted ways with the network in April followed by Attack of the Show! host Kevin Pereira in May.