A Real Gamer

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Name: Charles Hirschhorn

Age: 45

Who he is: Founder and CEO of G4, Comcast's 24-hour digital cable network launched last April dedicated to electronic gaming, currently reaching 9 million homes and aimed at 12-34 male audience.

Where he's from: Hirschhorn has spent a large chunk of his show business career %%PULLQUOTE_RIGHT%% at Walt Disney Co. in a variety of roles including EVP-production for Walt Disney Motion Pictures Group—shepherding films like "Quiz Show" and "The Santa Clause"—and president of Walt Disney Television and Television Animation.

What he's done: Using insight that young male gamers prefer Pringles because it leaves less greasy residue on their fingers and consoles, G4 integrated the Procter & Gamble brand into the channel's half-hour show "Cheat! Pringles Gamers Guide." The U.S. Navy, Honda and Revolution Studios are other marketers that have been integrated.

What's next: Create on-air programming events on the channel like specials and live events that will bring more value to advertisers and viewers. Be very aggressive with cable and satellite platforms for distribution growth.

Stock-in-trade: "Most TV has evolved off of the radio model of sitcoms, dramas and news. Like MTV and QVC before us, we’ve similarly gone off that paradigm by going to video game companies and offering them the chance to create television."

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