Discovery is betting huge on “Fixer Higher” stars Chip and Joanna Gaines.
The broadcasting large behind The Meals Community, HGTV and Animal Planet is ready to debut its Magnolia streaming app on July 15, forward of a Magnolia TV channel that’s slated to launch in January 2022.
“Chip and Joanna symbolize an actual window for individuals in America to have interaction with as a result of the Magnolia model is so broad,” Discovery Chief Govt David Zaslav instructed The Submit in a Thursday interview.
“Magnolia can be a full immersive expertise,” Zaslav added. “It will likely be a spot the place you possibly can go take a workshop on find out how to construct a deck or find out how to prepare a flower bouquet.”
Zaslav mentioned the connection that the house enchancment stars make with clients is especially necessary now as People are nonetheless coping with the pandemic and specializing in the house and household.
“In some methods it’s again to fundamentals like we’re all in quarantine,” he mentioned.
Subscribers of Discovery+, the corporate’s new $four.99-a-month-streaming service, which incorporates content material from its varied networks, have already had a style of Magnolia with 25 hours of leisure.
The streaming service, which launched on Jan. four, consists of episodes of the “Fixer Higher” reboot, “Fixer Higher Welcome House,” a brand new cooking collection; “Magnolia Desk with Joanna Gaines;” and “Braveness to Run,” which chronicles a fortuitous assembly that impressed Chip to coach for and compete in his first marathon.
When Magnolia launches in July, Discovery+ clients will get a full slate of content material from the channel, together with as much as 150 hours of content material, workshops and e-commerce.
The Magnolia app may also have a free model, however content material resembling workshops and originals is not going to be included, the corporate mentioned.
In line with Zazslav, Discovery is “marrying” Discovery+ with Magnolia with the intention to maximize subscribers numbers. Discovery has not but launched subscriber numbers for its new streaming service, however it’s going to give its first glimpse on Feb. 22 when it stories fourth-quarter earnings, the agency mentioned.