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G4’s Going Back to G4 Again

The name reversion will become official in the middle of next month, but the real push to create greater awareness for the moniker and its new descriptor should commence in April.

G4TechTV — the name wielded by the video game network G4 since last May when parent Comcast Corp. finalized its $300 million acquisition of TechTV, the computer-oriented service formerly owned by Paul Allen’s Vulcan Inc. — will become G4 again on Feb. 15, a spokeswoman said.

At that stage, G4 and its logo will also be adorned with the descriptor, “video game television” both on-air and on its Web site.

To help get that message across — and ultimately emblazon what the network stands for in the minds of consumers solely through the G4 name — the service then will embark on an ongoing expansive multimedia, multimillion-dollar branding initiative in the second quarter, including traditional and nontraditional media aimed at its core 18-to-34 male demo.

“Over time, we want 'G4’ to become associated with video games on its own. This will be a big step in that process,” said Raque. “We haven’t spent a lot in the past [on branding], so we’re excited about the executions and the support that lie ahead.”

When it launched in May 2002, the service billed itself as G4: TV for Gamers.

Those tuning into G4 in the months ahead will find a dose of Formula Drift racing, a circuit in which men and women race souped-up cars for style points. A Japanese import, domestic interest migrated to California about five years ago, according to Raque. This year, the circuit will encompass six tour stops, beginning in Wall, N.J. on April 16.

It’s around that time that G4 will showcase racing competition, as well as various lifestyle aspects surrounding the events, including driver and crew profiles, music, models and the spectators. The program will be dubbed Formula D.

“It’s a combination that should appeal to young males,” said Raque.

She said G4 has secured exclusive domestic TV rights to Formula Drift for the next five years.