Maxim Magazine to launch cable network; Comcast converting Style to Esquire channel

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The new owner of men's magazine Maxim said he has a deal with at least one pay TV distributor to launch a Maxim-branded cable network.

Calvin Darden, the former United Parcel Services SVP who acquired Maxim last week, said he's shooting to have the network in 35 to 40 million homes by the end of the year. "We're going to take a lot of the Maxim proprietary events and turn them into original programming," Darden told Ad Age. "We're going to get into extreme sports and music."

Maxim may face challenges landing a slot on cable systems owned by Comcast (Nasdaq: CMCSA), which plans to convert E! spinoff network Style into Esquire network through a joint venture with Hearst Corp. Comcast had originally planned to convert videogame network G4 into Esquire, but said earlier this month that it would use Style's channel space instead.

For more:
Bloomberg has this story
Ad Age has this story
- the Wall Street Journal has this story (sub. req.)
The Hollywood Reporter has this story

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