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Esquire Network was a 50/50 joint venture between NBCUniversal and Hearst Corporation. The channel was originally launched on October 1, 1998 as Style Network, a spin-off of E! It was intended to leverage E!'s coverage of fashion, design, interior decoration and urban lifestyle-related programming. In 2008, Style shifted its programming towards personality-centric reality shows. The rebranding was supposed to take place on G4, but was instead moved to Style due to G4's low ratings. In 2013, NBCUniversal announced that it would replace Style Network with Esquire.