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Why Magnolia’s Joanna and Chip Gaines Remained Dedicated to Launching a TV Network in the Age of Streaming

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.

We like to be where the people are. So obviously streaming – it’s happening. Everything changed last year, going first to streaming, then to linear. Everything worked. Now looking back, we’re like, that’s exactly how it was supposed to work. The fact that we have set up the streaming platform. But there are still tens of millions of people on the linear side. And we think a lot of our viewers are still here. So we want to meet them there. We also believe in the power of moving in front of the television as a family while watching the same show together.

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:

I think right now a lot of people are watching their own shows on their own devices. It reminds me a bit of six years ago when we said yes to [creating Magnolia Journal quarterly] magazine. It was something we dreamed of. Everyone said everything was going digital, print is dying. We believe in this idea of ​​sitting in your favorite chair with your magazine for an hour doing this kind of homecoming. And I think it’s the same with television. It’s weird to think it’s nostalgic, but being around the TV is like going back to basics. So for us, we feel lucky to be able to have it on the streaming side, but also on the linear side so that we can have so many people who want to watch it being able to watch it.

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.