The Fixer Upper couple will launch a new Magnolia App, providing an immersive home for the brand, its products, and a variety of new Magnolia original series.
After delaying their initial October start-date, Chip and Jo's Magnolia Network has finally revised their plan and is ready for action. In partnership with Discovery, the MAGNOLIA app will launch July 15 alongside a new slate of original shows that will be available for streaming both on the app and on Discovery Plus, as announced in the parent company's press release from Thursday.
The app will allow Discovery Plus subscribers access to both brand new content from Magnolia as well as the classics, featuring 150 hours of premium unscripted content about home, food, gardening, design, entrepreneurship and the arts. This includes the complete first seasons of Fixer Upper: Welcome Home and Magnolia Table with Joanna Gaines, new series Growing Floret, Family Dinner and Restoration Road with Clint Harp, and much more.
As for the network, the linear DIY network will be rebranded as the new Magnolia Network, set to launch in January 2022. It will feature the new original programming, the complete Fixer Upper library, new seasons of DIY favorites, and more.
The Magnolia Network President, Allison Page, shared more details on the setback their team dealt with due to the pandemic:
"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, 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."
While the pandemic forced the team to rework the timeline and plan, it assuredly seems as if it will be worth the wait.
In a statement for the release, David Zaslav, President and CEO of Discovery, Inc. said:
"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. 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."
Chip and Joanna shared:
"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."For more information about the Magnolia Network and MAGNOLIA, visit https://magnolia.com/network/.
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