Chip and Joanna Gaines’ Magnolia Launching July on Discovery+, Linear Shifts to 2022

After a soft launch with the January debut of Discovery+, Chip and Joanna Gaines’ new Magnolia Network is solidifying the rest of its roll-out. The full slate will launch digitally, on Discovery+, on July 15 — with the official linear network kicking off in January 2022.

The two dates come on the heels of pandemic-related delays for Magnolia, which had to shut down production on all original series just as it had solidified its ambitious launch slate. In addition to launching on Discovery+, where it has already previewed new series like its reboot of Fixer Upper and Magnolia Table with Joanna Gaines, Magnolia is getting its own standalone app. The platform, available to Discovery+ subscribers at no additional cost, will house both the complete Fixer Upper library and a roster of original workshops (a MasterClass of sorts for craftspeople) and shopping tie-ins. The app will also debut July 15.

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“From the beginning, our aim for Magnolia Network has been to tell good stories,” said Chip and Joanna Gaines. “Stories that bring us together, that inspire and encourage us all to try something new. Stories that are told in ways that feel authentic. Our plan has evolved along the way, but our original vision for this network has remained the same. And it is our ongoing desire to create a space, whether in a streaming environment, or on linear television, where people who watch a show on our network leave feeling like it was time well spent. To that end, prior to next year’s linear launch, we are thrilled to continue our partnership with Discovery+ as we launch Magnolia, a fully immersive digital brand experience.”

Digitally, the network launch will include complete first seasons of Fixer Upper: Welcome Home and Magnolia Table with Joanna Gaines, plus new efforts Growing Floret, The Lost Kitchen, Homegrown, Family Dinner and Restoration Road with Clint Harp and more. Those series, along with other projects to make it through development, will launch in January — alongside the Fixer Upper library and new seasons of DIY favorites making the transition from the old network.

“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,” said David Zaslav, president and CEO of Discovery, Inc. “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.”

Discovery+ and Magnolia are the top priorities for Discovery, Inc. in 2021. The streaming effort, which launched in January, serves as a hub for the large suite of cable channels — many of them in the lifestyles arena and all of them, save OWN, exclusively non-fiction. Announced in 2019, Magnolia was originally intended for a 2020 launch — but, like most ambitious projects on deck for last year, efforts were curtailed by COVID-19.

“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,” said Magnolia Network president Allison Page, who also spoke with THR in August about how the new platform was pivoting during the pandemic. 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. That full vision will be complete in January 2022 with the launch of the linear network. As Chip and Jo have said from the beginning, there are so many stories waiting to be told and we can’t wait to share them.”