Nobody saw this coming: Style (DStv 173) as a female-centric TV channel is suddenly called "redundant" and is suddenly and shockingly being changing into a whole different channel in America called Esquire Network, focusing on young aspirational men.
The surprising demise of Style is instantly raising questions as to when Style on MultiChoice's DStv platform as seen in South Africa will completely cease as a channel, or whether it will change to Esquire Network as well, or whether it will somehow continue as a defunct form of Style which would suddenly be short of specifically commissioned programming from the end of this month.
UPDATE 9 September 12:40 - Universal Networks International (UNI) says Style on DStv will remain for the time being, in its present format as it has been seen in South Africa. (No word on where the ongoing programming will be coming from.)
Universal Networks International (UNI) runs Style on MultiChoice's DStv alongside channels such as E! Entertainment (DStv 124), Universal Channel, Studio Universal, Telemundo
In America it was the male-centric G4 channel (which together with E! Entertainment and Style are part of the same group of NBCUniversal pay-TV channels) which was supposed to be the channel set to change to Esquire Network.
Yet the shocking announcement was just made that in a surprise twist it will be sister channel Style which is going to be turned into a brother when Style suddenly becomes Esquire Network. Esquire Network will court upscale male viewers.
Style which will suddenly flip to Esquire Network on 23 September.
That spells the end of American shows which home was on Style; however it remains likely that a few Style signature shows such as Giuliana & Bill might move to E! Entertainment where Giuliana Rancic is the anchor of the weekday E! News.
Whether Style completely vanishes from DStv, whether Style is replaced by Esquire Network, or whether Style remains as a "lite" version with more British and other programming sourced from elsewhere after September is not clear.
It is a certainly however that in this surprise twist, that Style, in case it remains, won't remain for long the channel as South African viewers have seen it up to now when it loses the supply from the original Style channel feed.
Style is now called a "redundant" TV channel and its demise comes on the heels of the recent major rebranding of the Style channel which was rolled out in America in June 2012. That new look was introduced since April 2013 on DStv in South Africa.
The end of Style in America means the end of that amount of content, the bulk of which was funneled to Style as seen as a channel in the United Kingdom and South Africa.
There has been no announcement or communciation so far on what is happening to Style as seen on DStv with the announcement on Style's sudden end which was made late on Monday in America.
"Just because something is working today doesn't mean it will work forever," said Bonnie Hammer, NBCUniversal entertainment group chairperson in a memo about Style's demise. Style is canned because its brand and content apparently overlaps with channels such as E! Entertainment and Style is seen as redundant.
"In an effort to establish the most productively diversified portfolio, the decision has been made to rebrand Style as the Esquire Network, which will debut on 23 September, led by Adam Stotsky," said Bonnie Hammer.
"We are committed to making the pending changes as smooth as possible for everyone at Style."
Esquire Network's focus will be more upmarket males with programmes in genres ranging from personal grooming, travel and fashion to food and entertainment.
