Published: Thursday, 11 February 2021 | Written by SciFi Vision
CHIP AND JOANNA GAINES TO LAUNCH FULL SLATE OF MAGNOLIA ORIGINALS IN DISCOVERY+ AND IN NEW MAGNOLIA APP ON JULY 15, DIY NETWORK TO LAUNCH AS MAGNOLIA NETWORK ON LINEAR IN JANUARY 2022
MAGNOLIA App Will Offer Original Content, Exclusive Workshops and More for discovery+ Subscribers
WACO, TX (February 11, 2021) – Chip and Joanna Gaines’ multiplatform Magnolia joint-venture with Discovery, Inc., today announced a July 15, 2021 launch for MAGNOLIA, a first-of-its-kind, immersive digital brand product providing a home for all things Magnolia, including exclusive workshops, easy-to-use shopping experience and more. Coinciding with the July 15 MAGNOLIA app launch, an expanded slate of Magnolia originals will also be available for streaming on the new app and in discovery+, building on the Magnolia Network Preview currently available in the service Unlimited access to the complete Fixer Upper library will also be available on July 15, via discovery+ and the MAGNOLIA app.
Starting in July, discovery+ and the complementary MAGNOLIA app will offer discovery+ subscribers access to Magnolia’s robust slate of original programming—more than 150 hours of premium unscripted content from an ever-growing roster of creators spanning home, food, gardening, design, entrepreneurship and the arts—including the complete first seasons of Fixer Upper: Welcome Home and Magnolia Table with Joanna Gaines, plus highly-anticipated new series Growing Floret, The Lost Kitchen, Homegrown, Family Dinner and Restoration Road with Clint Harp, and more, in addition to the complete Fixer Upper library.
In addition to original content, the MAGNOLIA app will provide discovery+ subscribers with a collection of workshop content featuring classes from some of the country’s most talented makers and artisans that will only live within the MAGNOLIA app. These are designed to empower the audience to move beyond inspiration and into action by teaching them the skills necessary to try something new. The MAGNOLIA app will also feature exclusive recipes; behind-the-scenes footage; mid-form content; blog content; design inspiration and resources; and easy-to-use shoppable features.
It was also announced that in January 2022, Magnolia Network will launch its linear TV home with the DIY Network becoming Magnolia Network. The new network will feature Magnolia Network original programming, the complete Fixer Upper library, new seasons of DIY favorites, and episodes from iconic DIY series.
“From the beginning, our aim for Magnolia Network has been to tell good stories. Stories that bring us together, that inspire and encourage us all to try something new. Stories that are told in ways that feel authentic,” said Chip and Joanna Gaines “Our plan has evolved along the way, but our original vision for this network has remained the same. And it is our ongoing desire to create a space, whether in a streaming environment, or on linear television, where people who watch a show on our network leave feeling like it was time well spent. To that end, prior to next year’s linear launch, we are thrilled to continue our partnership with discovery+ as we launch MAGNOLIA, a fully immersive digital brand experience.”
“We are thrilled to deliver on our ambitious, joint vision with Chip and Joanna to offer fans more great programming and a more immersive Magnolia media ecosystem,” said David Zaslav, President and CEO of Discovery, Inc. “Expert builders of homes, fans and brands, Chip and Jo will help us construct the most complete real-life TV experience anywhere, with discovery+ growing its Magnolia offering to more than 150 hours of premium unscripted content, paired with an immersive ‘view and do’ app, and next year, a linear channel. Taken together, we will super-serve legions of existing Chip and Jo fans as well as new ones in ways that exceed even our highest expectations when we started on this amazing journey.”
“Our original plan was to launch in cable and follow in a streaming environment, but the most unconventional of years dealt us challenges and opportunities we never could have foreseen. We flipped that plan on its head—and in doing so had the exciting opportunity to share a robust preview of Magnolia Network with an audience we’ve been so eager to share our work with,” said Magnolia Network President Allison Page. “And while the timing of our plan has changed, our consistent and steady mission from day one remains the same: to create unique, compelling, and inspiring content that reflects and embodies the Magnolia brand consumers know and love. That full vision will be complete in January 2022 with the launch of the linear network. As Chip and Jo have said from the beginning, there are so many stories waiting to be told and we can’t wait to share them!”
In 2020, DIY was the #3 fastest-growing non-news cable network for total viewers and a top-50 cable network in primetime, posting over +20% growth for adults 18+, households and total viewers.
ABOUT MAGNOLIA NETWORK Magnolia Network is a media joint venture between Chip and Joanna Gaines and Discovery, Inc., a global leader in real life entertainment reaching 3 billion cumulative viewers in more than 220 countries and territories. At Magnolia Network, we believe in telling life’s stories authentically and empowering our viewers to move past their comfort zones and try new things. We seek to entertain through smart, layered storytelling that inspires creativity, upholds beauty and draws out curiosity. Here, we are creating a space where we hope viewers will feel their time with us is never without purpose, but rather is time well spent.
Follow Magnolia Network on Instagram, Facebook, Twitter and YouTube.
ABOUT discovery+ discovery+ is the definitive non-fiction, real life subscription streaming service. discovery+ features a landmark partnership with Verizon that gives their customers with select plans up to 12 months of discovery+ on Verizon. discovery+ has the largest-ever content offering of any new streaming service at launch, featuring a wide range of exclusive, original series across popular, passion verticals in which Discovery brands have a strong leadership position, including lifestyle and relationships; home and food; true crime; paranormal; adventure and natural history; as well as science, tech and the environment, and a slate of high-quality documentaries. For more, visit discoveryplus.com or find it on a variety of platforms and devices, including ones from Amazon, Apple, Google, Microsoft, Roku and Samsung.