Chip and Joanna Gaines are two of TV’s most notable stars when it comes to home makeover shows. The couple have been working hard for a long time, becoming household names with their back-and-forth hit upper fixer, and have expanded their Magnolia home and lifestyle brand over the years. Now, they’ve officially taken the next step by finally bringing cable channel Magnolia Network into linear verse, and the duo are clearly very excited to launch a traditional television network in the streaming era.
The duo spoke with Variety on the long road to launching Magnolia Network into the pandemic and taking over the wired space that the DIY Network used to fill. With streaming all the rage these days, launching a network on linear TV might not seem like the most promising idea, even after launching much of the programming through the Discovery+ service. But at least according to Joanna Gaines, it’s about connecting with viewers on any platform.
While it might have made sense for Chip and Joanna Gaines to have their own curated section on Discovery+ or limit things to the Magnolia app for streaming audiences, the dedication shown in creating the Magnolia Network for the television is proof that they care a lot about bringing viewers together rather than just following trends. When it comes to bringing content to audiences, the Gaineses stick to their platform. The duo like to do things the old-fashioned way and for Joanna Gaines, it’s all about nostalgia:
Interestingly, when it comes to having the option to go the digital route, Chip and Joanna Gaines have mostly decided to do things the old-fashioned way. Although both have the Magnolia app, thanks to Discovery+ being able to have that linear side opens up a wider audience. They are able to attract viewers with both streaming and TV, and with both it probably won’t be difficult to get people to watch.
Magnolia Network’s launch was a long time coming, so it makes sense that Chip and Joanna Gaines are ready for everyone to watch. According to People, Magnolia’s original launch date was October 2020, then early 2021 before finally launching in January 2022. The network will consist of 24 new lifestyle-focused shows handpicked by the Gaines, including understood Fixer Upper: Welcome Homeas well as several existing DIY originals.
The Magnolia Network has officially launched on TV, so be sure to watch to get all your basic home improvement guilty pleasures, and also download the app to watch even when you’re not around a TV.