Discovery is to overhaul renovation channel DIY Network in the summer of 2020 as part of the previously announced partnership with Magnolia, the home and lifestyle brand launched by Texas-based designers Chip and Joanna Gaines, the married couple behind HGTV’s Fixer Upper.
The multiplatform media company, the name of which will be unveiled soon, will comprise of a linear network and TV Everywhere app, to be launched next summer. A subscription service will be added to the offering at a later date.
Discovery said the venture will extend the couple’s brand across all devices and platforms to provide “unique” and “family-friendly” content and that all services “will be inspired by Magnolia and driven by the Gaines’ creative vision.”
Financial terms were not disclosed.
“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 Discovery CEO David Zaslav in a statement. “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.”
The Gaines will serve as chief creative officers of the unnamed venture. Allison Page, currently HGTV president, will serve as president of the partnership.
With her expanded remit, Page will be tasked with managing operations for the joint venture while also overseeing teams based in Waco, Texas and Knoxville, Tennessee.
The new role will see Page reporting into Zaslav. She will continue in her current capacity as president of HGTV until a replacement is named in the near future.
“Allison is a singular talent, a fantastic leader with an eye for developing hosts, formats and creative teams,” added Zaslav. “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.”
Long-form programming concepts are currently in development for the project and will focus on such topics as community, home, garden, food, wellness, entrepreneurialism and design, Discovery said. The network also will be home to the complete library of HGTV’s hit series Fixer Upper.
The TV Everywhere Go app will be prepped for the American market, and is slated for Summer 2020. Discovery is also working on a “View and Do” OTT product as part of the offering, which will feature live and video-on-demand content encompassing short- and long-form content inspired by the Magnolia brand.