Magnolia Network to Make Digital Debut in July with Cable Launch Delayed to 2022
By Movieguide® Staff
Fans of former HGTV duo Chip and Joanna Gaines were excited to see a reboot of their beloved show FIXER UPPER and the new Magnolia network. However, the pandemic forced the renovation couple to revise, delay, and alter their original plan.
“Basically, COVID hit, and we quickly assessed and realized we were actually okay for Oct. 4, but we probably weren’t okay for Nov. 4, in that we’d shot one or two episodes and either paused [production] or completely stopped down,” Magnolia Network president Allison Page explained. “And so it was getting the scale that we want and need to put forth a holistic experience that ultimately delayed us.”
Due to the success of streaming during COVID-19 related lockdowns, the Magnolia Network will now launch digitally first as part of Discovery+ on July 15.
Magnolia Network will launch as a rebranded DIY channel on television in January 2022, according to Variety.
However, when the Gaines first made a deal with Discovery in 2018, no one predicted the rise of streaming services.
Among the newest streaming hubs is Discovery’s service, Discovery+, which launched in January 2021.
While it already streams preview Magnolia content, in July, Discovery+ will become the primary source and home for Chip and Joanna’s network.
“Our plan has evolved along the way, but our original vision for this network has remained the same,” the couple said. “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.”
Chip and Joanna also announced the Magnolia app. The app will include various functions, including their streamable shows, online shop, and workshops. The app is only fully available to Discovery+ subscribers.
“We’re honestly learning a lot, in terms of our own experience in Discovery+, and also watching other content in Discovery Plus, and watching what other streamers do as well and trying to get a sense of how people want to consume,” Page said.
“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,” Discovery president and CEO David Zaslav said.