• by David Goetzl  @dgoetzl, March 17, 2008

Comcast's G4 network is launching a year-long study on the male 18-to-34 demo, looking to boost appeal among advertisers targeting this hard-to-reach, technologically focused group. The hope is that research findings will allow G4 to claim its brand and programming meshes with the psychographics and lifestyles of this key demo.

Unlike some banal-titled industry studies, the G4 initiative carries the moniker "Hunting with Lightsabers." The study involves a carefully recruited 1,200-person sample; the research is conducted online. There will be an effort to determine a profile of a G4 viewer as well as those in the network's competitive set.

The research will also include in-home video ethnographics in three markets, examining consumer mindsets and groups of friends, among other things. There will also be multiple interviews with experts who study and market to males ages 18-to-34.

The network promises the research will provide "a fresh look at young men's attitudes, beliefs and habits to rid antiquated assumptions about the demo."

G4 has seen ratings increases over the last year and has made a significant investment in upgrading its programming. It has acquired the rights to off-network runs of NBC's "Heroes" and ABC's "Lost." Both are accompanied by complementary interactive elements.

Earlier this year at the massive CES show, G4 offered programming ("G4 Presents CES 2008") examining the various gadgets and home entertainment devices being prepped for launch.

Other programming includes "X-Play," a video-game review show, and the reality-competiton series "Ninja Warrior" and spinoff "Women of Ninja Warrior."