DIY Network will be the Discovery, Inc. cable channel rebranded for Chip and Joanna Gaines’ new Magnolia channel. The former “Fixer Upper” couple will have a new series following them there, TheWrap is told.
The rebrand and new linear channel launch will take place in Summer 2020 — the same time as the couple’s TV Everywhere app becomes available. A subscription streaming service will debut at a later date, Discovery said on Wednesday.
Current HGTV Allison Page has been named president of the multiplatform joint venture between Discovery, Inc. and the Gaines’ Magnolia brand. She’ll manage teams in both the Gaines’ hometown of Waco, Texas and in Knoxville, Tenn.
Financial terms of the joint venture were not disclosed.
The new channel, TVE app and upcoming SVOD service do not yet have a name, but a person with knowledge of the rebranding told us to expect the word “Magnolia” — the name of the Gaines’ home and lifestyle brand — up front. The new linear channel will become the home to the complete “Fixer Upper” library, taking those reruns from HGTV.
“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 David Zaslav, CEO, Discovery. “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 fueling 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 Chip and Joanna Gaines in a joint statement. “We believe David Zaslav and the team at Discovery are the perfect partners for this ambitious joint venture, and we know Allison Page is the right person to lead this charge. We’re ready to get started and are expectant for all that’s ahead.”
We’ve known about the Gaineses new TV venture since November — we were awaiting word on what channel they’d take over and when the launch would be.
Page, who will report to Zaslav, is keeping her role as president of HGTV until a replacement is named in the near future.
On Page, Zaslav said: “Allison is a singular talent, a fantastic leader with an eye for developing hosts, formats and creative teams. She has been responsible for so much of the success across HGTV and Food Network in recent years and is the perfect choice to lead this important new venture.”
“When you combine the power and reach of Discovery with Chip and Joanna’s creative vision, the possibilities are endless,” Page said. “I’m thrilled to have the opportunity to work in this role to help create unique, inspiring and family-friendly content, and I can’t wait to see where this new platform takes us as we super-serve and inspire fans all over the world.”