The rebranding was scheduled to take place on April 22, 2013, but was moved to an unspecified date in the summer on April 15, 2013, as network general manager Adam Stotsky stated the rebranding was pushed back in order to have a broader slate of original series to launch than would have been available for the April launch. In May 2013, the launch date was pushed to September 23, 2013, with its first program being an 80th anniversary special on "Esquire" which was rebroadcast later in primetime.