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The ‘Fixer Upper’ duo are also launching a standalone app with original content and expert workshops.
After a smooth launch with the January launch of Discovery +, Chip and Joanna Gaines’ new Magnolia Network solidifies the rest of its rollout. The Complete Slate will launch digitally, on Discovery +, on July 15 – the official linear network starting in January 2022.
The two dates follow pandemic-related delays for Magnolia, which had to halt production on all original series just as it had solidified its ambitious launch schedule. In addition to launching on Discovery +, where he has already previewed new series like his reboot of Upper Fixator and Magnolia Table with Joanna Gaines, Magnolia gets its own standalone app. The platform, available to Discovery + subscribers at no additional cost, will host both the entire Upper Fixator library and a list of original workshops (a sort of MasterClass for craftsmen) and shops. The app will also debut on July 15.
“From the start, our goal for Magnolia Network has been to tell great stories,” said Chip and Joanna Gaines. “Stories that bring us together, that inspire us and encourage us all to try something new. Stories told authentically. Our plan has evolved along the way, but our original vision for this network has remained the same. And it’s our ongoing desire to create a space, whether it’s in a streaming environment, or on linear TV, where people watching a show on our network leave the impression that time was well spent. To that end, ahead of next year’s linear launch, we’re excited to continue our partnership with Discovery + as we launch Magnolia, a fully immersive digital brand experience. “
Digitally, the network launch will include the first full seasons of Fixer Upper: Welcome Home and Magnolia Table with Joanna Gaines, no more new efforts Growing Floret, The Lost Kitchen, Homegrown, Family Dinner and Restoration Road with Clint Harp and more. These series, along with other projects for success through development, will launch in January – alongside the Upper Fixator library and new seasons of DIY favorites making the transition from the old network.
“We’re excited to realize our ambitious shared vision with Chip and Joanna to provide fans with more engaging programming and a more immersive Magnolia media ecosystem,” said David Zaslav, President and CEO of Discovery, Inc. “Expert home builders, fans and brands, Chip and Jo will help us build the world’s most comprehensive real-life TV experience, with Discovery + expanding its Magnolia offering to over 150 hours of premium unscripted content, paired with an immersive ‘view’ app. and do ”, and next year, a linear channel. Together we will be super-serving legions of existing Chip and Jo fans as well as new fans in a way that exceeds even our highest expectations when we began this incredible journey.
Discovery + and Magnolia are top priorities for Discovery, Inc. in 2021. The streaming effort, which launched in January, serves as the hub for the large suite of cable channels – many of them in the realm of lifestyles and all, except OWN, exclusively non-fiction. Announced in 2019, Magnolia was originally slated for a 2020 launch – but, like most of the ambitious projects on bridge from last year, efforts have been curtailed by COVID-19.
“Our original plan was to go into cable and follow in a streaming environment, but the more unconventional years presented us with challenges and opportunities that we could never have foreseen,” said Allison Page, president of Magnolia Network, who also spoke with THR in August on how the new platform rotated during the pandemic. We turned that plan around – and in doing so, we had the exciting opportunity to share a robust overview of Magnolia Network with an audience we were so excited to share our work with. And while our plan’s timeline has changed, our steadfast, steadfast mission from day one remains the same: to create unique, compelling and inspiring content that reflects and embodies the Magnolia brand that consumers know and love. This complete vision will be complete in January 2022 with the launch of the linear network. As Chip and Jo have said from the start, there are so many stories to tell and we can’t wait to share them. “
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