G4 powers up its PR as expansion looms

LOS ANGELES: Video-gaming network G4 has hired a new head of communications as the company begins plans for aggressive expansion and possible mergers.

LOS ANGELES: Video-gaming network G4 has hired a new head of communications as the company begins plans for aggressive expansion and possible mergers.

David Shane, formerly head of PR for Comcast's Eastern division, parent company of G4, takes the title of VP of media relations. Shane is charged with "building awareness of the network among many different constituents, including affiliates, potential advertisers, trades (both cable and gaming), and consumers," he explained. He is also in charge of building the PR department at the fledgling network, which began operations in April 2002. Currently, the PR department is only two people, but Shane says there are plans for immediate hiring.

"Just as G4 is looking to expand its distribution in major leaps, we're looking to expand the department," he said.

It has been reported that part of G4's planned expansion may include a merger or buyout of TechTV, giving the network a broader appeal to its target demographic of young males.

Currently, Shane is working on a media relations campaign to pitch G4 hosts as gaming gift experts for the holiday season. He is targeting networks and publications running Christmas specials.

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