Discovery fixes up Magnolia venture

Fixer Upper hosts and Magnolia founders Chip and Joanna Gaines

MIPTV: Discovery is launching a joint venture with home and lifestyle brand Magnolia that will be headed by HGTV president Allison Page and will see DIY Network rebranded.

The JV with Magnolia, set up by Fixer Upper presenters Chip and Joanna Gaines, was first mooted last year but is yet to be named. It will comprise the linear TV network and a TV Everywhere app set to launch in summer 2020, with the SVoD service to follow later.

DIY Network will be renamed and will feature longform programming with concepts in development about community, home, garden, food, wellness, entrepreneurialism and design.

The network will also be home to the complete library of Fixer Upper, which premiered on HGTV in 2013 and was one of the highest-rated series on the network during its four-year run.

The OTT service has been described as a ‘view and do’ product that will feature live and on-demand programming including new shortform and longform content.

Chip and Joanna Gaines will serve as chief creative officers and current HGTV president Page becomes president of the JV, as C21 reported in January.  She will report to Discovery CEO David Zaslav in her new role and retain her position as president of HGTV until a replacement is named shortly.

“Chip and Joanna Gaines have become trusted, household names since the debut of Fixer Upper and through this joint venture, Discovery is proud to extend our relationship with them,” said Zaslav.

“They’ve got authenticity and relatability, that special something that is so difficult in our business to find. People love them, their taste, their businesses – they’ve built an ecosystem that aligns perfectly with our vision at Discovery for fuelling people’s passions.”

“Our intention with this network is to create and curate content that inspires, encourages and helps to build bridges across our communities. We want honest, authentic programming that brings families together,” said the Gaines in a joint statement.