After a long wait, Magnolia Network, the joint venture between Chip and Joanna Gaines and Warner Bros. Discovery, took over for DIY Network January 5. 

A digital version of the net had premiered on Discovery Plus on July 15, 2021, with 150 hours of unscripted content, including the complete Fixer Upper library, the first two seasons of Magnolia Table with Joanna Gaines and the full first season of Fixer Upper: Welcome Home. The debut coincided with the launch of the Magnolia app, which will be available to Discovery Plus subscribers.

Discovery and Chip and Joanna Gaines originally planned to launch Magnolia Network as a cable network first. The challenges of the pandemic altered that plan, pushing the linear takeover to January.

“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,” said Magnolia Network president Allison Page. “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.”

Also: Discovery Plus Launch to Help Shine Spotlight on Magnolia Network 

Magnolia Network was made available to Hulu Plus Live TV subscribers, alongside OWN, Cooking Channel, American Heroes Channel and a host of other legacy Discovery networks, on January 6. HBO Max subscribers can also watch Magnolia Network.

What Programming Will I Be Able to Watch?

In addition to the Fixer Upper library, Fixer Upper: Welcome Home and the recently renewed Magnolia Table with Joanna Gaines, Magnolia Network has a slate of originals -- spanning the arts, design, entrepreneurship, food, gardening, and home categories -- in the pipeline.

Previously announced titles include Growing Floret, The Lost Kitchen, Homegrown, Family Dinner and Restoration Road with Clint Harp.

Viewers will also be able to see legacy DIY Network content, such as Barnwood Builders. ■

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing the top five TV promos ranked by ad impressions. Our data covers the seven-day period through January 16.

Various athlete-centric NBC promos for the Beijing Winter Olympics lead our chart (the example shown here focuses on American cross-country skier Jessie Diggins). Meanwhile, last week’s chart-topper, a promo from Magnolia Network (formerly DIY Network) for Fixer Upper: Welcome Home, slips to second place.

Once again, traditional broadcasters have the edge in our top 5, with NBC joined by ABC, which promotes upcoming family drama Promised Land in third place, and CBS, which promotes new medical drama Good Sam in fifth.

Rounding out the ranking: Hallmark Channel, which gives some love to its original romantic movie The Perfect Pairing in fourth place.

Notably, the Beijing Winter Olympics spots have the week’s highest iSpot Attention Index (121), meaning viewers were on average highly likely to watch them all the way through (vs. interrupting them by changing the channel, pulling up the guide, fast-forwarding or turning off the TV). As always, chart positions may be updated in iSpot’s database as additional airings information becomes available.

1) Fixer Upper: Welcome Home, Magnolia Network (formerly DIY Network)

Impressions: 377,353,740

Interruption Rate: 1.52%

Attention Index: 108 (8% fewer interruptions than avg.)

Imp. Types: National 94%, Local 1%, VOD/OTT 5%

In-network Value: $840,361

Out-of-network Est. Spend: $165,328

2) 2022 Beijing Winter Olympics, NBC

Impressions: 314,278,101

Interruption Rate: 1.84%

Attention Index: 100 (0% fewer interruptions than avg.)

Imp. Types: National 89%, Local 10%, VOD/OTT 1%

In-network Value: $846,420

Out-of-network Est. Spend: $0.00

3) Abbott Elementary, ABC

Impressions: 264,487,393

Interruption Rate: 1.45%

Attention Index: 97 (3% more interruptions than avg.)

Imp. Types: National 93%, Local 5%, VOD/OTT 2%

In-network Value: $975,349

Out-of-network Est. Spend: $452,467

4) Ghosts, CBS

Impressions: 219,957,721

Interruption Rate: 2.29%

Attention Index: 106 (6% fewer interruptions than avg.)

Imp. Types: National 93%, Local 5%, VOD/OTT 2%

In-network Value: $744,471

Out-of-network Est. Spend: $0.00

5) Kids Baking Championship, Food Network

Impressions: 217,498,043

Interruption Rate: 1.77%

Attention Index: 96 (4% more interruptions than avg.)

Imp. Types: National 99%, Local 0%, VOD/OTT 1%

In-network Value: $461,160

Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast).

B+C has partnered with always-on TV ad measurement and attribution company iSpot.tv to bring you a weekly chart we call Promo Mojo: exclusive data showing the top five TV promos ranked by ad impressions. Our data covers the seven-day period through January 9.

A promo from Magnolia Network (formerly DIY Network) for Fixer Upper: Welcome Home is No. 1.

Traditional broadcasters dominate the chart overall, though, with NBC taking second place to drum up excitement for the Beijing Winter Olympics, ABC giving some love to mockumentary sitcom Abbott Elementary in third, and CBS hyping its spooky sitcom Ghosts in fourth.

Rounding out the ranking in fifth place: a promo for the 10th season of Kids Baking Championship from Food Network.

Notably, the Fixer Upper spot has the week’s highest iSpot Attention Index (108), meaning viewers were on average highly likely to watch it all the way through (vs. interrupting it by changing the channel, pulling up the guide, fast-forwarding or turning off the TV).

1) Fixer Upper: Welcome Home, Magnolia Network (formerly DIY Network)

Impressions: 377,353,740

Interruption Rate: 1.52%

Attention Index: 108 (8% fewer interruptions than avg.)

Imp. Types: National 94%, Local 1%, VOD/OTT 5%

In-network Value: $840,361

Out-of-network Est. Spend: $165,328

2) 2022 Beijing Winter Olympics, NBC

Impressions: 314,278,101

Interruption Rate: 1.84%

Attention Index: 100 (0% fewer interruptions than avg.)

Imp. Types: National 89%, Local 10%, VOD/OTT 1%

In-network Value: $846,420

Out-of-network Est. Spend: $0.00

3) Abbott Elementary, ABC

Impressions: 264,487,393

Interruption Rate: 1.45%

Attention Index: 97 (3% more interruptions than avg.)

Imp. Types: National 93%, Local 5%, VOD/OTT 2%

In-network Value: $975,349

Out-of-network Est. Spend: $452,467

4) Ghosts, CBS

Impressions: 219,957,721

Interruption Rate: 2.29%

Attention Index: 106 (6% fewer interruptions than avg.)

Imp. Types: National 93%, Local 5%, VOD/OTT 2%

In-network Value: $744,471

Out-of-network Est. Spend: $0.00

5) Kids Baking Championship, Food Network

Impressions: 217,498,043

Interruption Rate: 1.77%

Attention Index: 96 (4% more interruptions than avg.)

Imp. Types: National 99%, Local 0%, VOD/OTT 1%

In-network Value: $461,160

Out-of-network Est. Spend: $0.00

* Data provided by iSpot.tv, TV Ad Measurement for Disruptive Brands *

Impressions: The total impressions within all U.S. households including National Linear (Live & Time-shifted), VOD plus OTT, and Local.

Attention Score: Measures the propensity of consumers to interrupt an ad play on TV. The higher the score, the more complete views. Actions that interrupt an ad play include changing the channel, pulling up the guide, fast-forwarding or turning off the TV.

Attention Index: Represents the Attention of a specific creative or program placement vs. the average in its respective industry. The average is represented by a score of 100, and the total index range is from 0 through 200. For example, an attention index of 125 means that there are 25% fewer interrupted ad plays compared to the average.

Impression Types: Impression types tracked include National (Live + Time-shifted), Local, VOD & OTT. See below for further details.

In-Network Value: Estimated media value of in-network promos.

Out-of-Network Spend: The estimated amount spent on TV airing time for this promo's spots during a given date range.

National: Live: A national promo which was viewed during live linear television broadcast or same day, via DVR or on-demand.

Local: A promo that was aired during a local ad break slot.

VOD: This includes promos that run in on-demand content past three days (i.e. do not contain the linear promo load).

OTT: On-demand streaming content (i.e. Hulu, Roku, Fire TV Stick, Chromecast).

The linear version of Discovery and Joanna and Chip Gaines's Magnolia Network debuts today (January 5) as a rebrand of the DIY Network. 

The service will officially take over the feed of Discovery’s DIY Network at 9 p.m., according to network officials. The linear channel will join Magnolia Network's digital on-demand offering currently streaming on Discovery Plus.

The rebranded service will feature episodes from original series such as Fixer Upper: Welcome Home, Magnolia Table with Joanna Gaines, Restoration Road with Clint Harp and Home Work, according to network officials.

DIY shows Maine Cabin Masters, Barnwood Builders, Restoring Galveston and Bargain Mansions will remain on the service, said Magnolia Network officials.

“It wasn’t long ago that watching TV meant time together as a family. It was a place where people of all ages could gather and be informed, entertained, and inspired by the kind of honest, authentic programming that brings people closer,” said Chip and Joanna Gaines in a statement. “That’s what we’ve set out to build with Magnolia Network, and we’ve been amazed by the stories and storytellers we’ve found, people whose lives are living proof that our world is full of beauty, hope, courage, and curiosity. We can’t wait to see these stories brought to life on cable, and we’re hopeful about the impact it might have—to help reclaim the best of what television can be.”

Magnolia Network original series premiering on cable throughout the month of January include: 

Fixer Upper: Welcome Home -- January 5

The Lost Kitchen --  January 6

Mind for Design --  January 8

The Johnnyswim Show -- January 8 

Home Work -- January 8

Magnolia Table with Joanna Gaines -- January 9

Zoë Bakes -- January 9 

Family Dinner  -- January 9 (double episode premieres each week in January)

Restoration Road with Clint Harp -- January 11 ■ 

Magnolia Network, a joint venture of Chip and Joanna Gaines and Discovery, plans to launch as a linear cable network on Jan. 5.

The network will take over the cable carriage currently used by Discovery’s DIY network, which will be rebranded as Magnolia Network.

Magnolia has been operating as a digital on-demand service.

“It is a thrilling moment to be bringing this network to the very platform that first introduced Chip and Jo to the world just eight years ago. From home and design, to food and garden, to inspirational and uplifting stories of all kinds, we are introducing a new lifestyle brand defined by authenticity, beauty and vulnerability,” said Allison Page, global president, Magnolia and DTC. “On the heels of our successful digital launch this past July, we are excited to fulfill our initial goal of bringing Magnolia Network to the broadest audience possible, meeting viewers wherever they are.” 

Magnolia Network’s inaugural linear slate will feature episodes from original series such as Fixer Upper: Welcome Home, Magnolia Table with Joanna Gaines, Restoration Road with Clint Harp, Home Work, The Lost Kitchen, Family Dinner, The Johnnyswim Show, Super Dad and more, in addition to the full, five-season Fixer Upper library. Episodes from This Old House will also air on Magnolia Network. 

The channel will also continue to have have DIY shows such as Maine Cabin Masters, Barnwood Builders, Restoring Galveston and Bargain Mansions.

“It wasn’t long ago that watching TV meant time together as a family. It was a place where people of all ages could gather and be informed, entertained, and inspired by the kind of honest, authentic programming that brings people closer,” said Chip and Joanna Gaines, who were hosts of Fixer Upper on HGTV, now part of Discovery.

“That’s what we’ve set out to build with Magnolia Network, and we’ve been amazed by the stories and storytellers we’ve found, people whose lives are living proof that our world is full of beauty, hope, courage, and curiosity. We can’t wait to see these stories brought to life on cable this January, and we’re hopeful about the impact it might have — to help reclaim the best of what television can be,” they said. 

 Magnolia Network has greenlit three new series and renewed nine other series as part of its fall programming slate announced Monday.

New shows created by the joint venture between Discovery and Chip and Joanna Gaines that will stream on Discovery Plus and the Magnolia app include The Katie Button Project, featuring award-winning chef and restaurateur; An American Story (debuting Sept. 24), which celebrates remarkable people hidden in the fabric of America; and In With The Old (Oct. 1), which follows  designers, builders and old-home enthusiasts in small towns and big cities across America reimagine and transform abandoned structures, said officials. 

Read Also: Magnolia Network Debuts on Discovery Plus

The network has also renewed Magnolia Table with Joanna Gaines for a fourth and fifth season. Other shows gaining renewals are Family Dinner; First Time Fixer; Homegrown; Inn the Works; The Lost Kitchen; Point of View: A Designer Profile; Restoration Road with Clint Harp and Super Dad. 

Magnolia Network also will will debut on Sept. 7 on Discovery Plus the documentary Rebuilding Hope: The Children of 9/11, following the families of children who were born after their fathers died on Sept. 11, 2001. 

"On the heels of a successful July 15 launch on discovery+, we are pleased to announce renewals of nine Magnolia Network originals in addition to three new titles slated to drop later this year," said Allison Page, Global President of Magnolia and DTC in a statement. "We are thrilled to welcome these new stories and their storytellers to Magnolia Network. Whether it’s restoring homes and abandoned structures, cooking new dishes or exploring and uncovering hidden gems throughout the country, these new shows and workshops celebrate experiences we can share with one another––the kinds of shows you can watch with friends and family alike!"

Read Also: Magnolia Network to Launch Linear Channel in 2022

Magnolia Network officially launches on Discovery Plus Thursday (July 15), offering more than 150 hours of unscripted programming.

The joint venture between Discovery and Chip and Joanna Gaines has over the past few months offered on Discovery Plus sneak peaks of the network's original programming that crosses the home, food, gardening and design genres. Magnolia Network shows officially premiering on Discovery Plus today include Fixer Upper: Welcome Home (pictured), Magnolia Table with Joanna Gaines, Homegrown, Family Dinner and First Time Fixer, said network officials.

“From the beginning, our aim for Magnolia Network has been to tell good stories,” said Chip and Joanna Gaines in a statement. “And while our plan has evolved along the way, our original vision for this network has remained the same: to create a space where people leave feeling like it was time well spent.”

Along with new programming, the network also launched a new Magnolia app which will also offer programming from the network to users with a Discovery Plus subscription. 

Read Also: Magnolia Network to Launch Four New Series 

The linear version of the channel is set to premiere in 2022.

Read Also: Making Room for a New Network to Grow 

Magnolia Network shows (featuring network-provided descriptions) that are currently available to stream on Discovery Plus include: 

Fixer Upper: Welcome Home -- New Episode

Chip and Jo are back with new ideas for turning outdated homes into jaw-dropping, innovative living spaces. Having expanded their business (and their family), the Gaineses now juggle more while renovating, which keeps things unpredictable

Magnolia Table with Joanna Gaines -- Season 3 Premiere

Infused with her warmth and passion for all things family, Joanna Gaines spends time in the kitchen sharing her favorite recipes, where they come from and why she finds herself returning to them time and time again.

Family Dinner -- Series Premiere (launching with 4 episodes)

Host Andrew Zimmern visits families across America to hear their stories and explore how the cultural, regional and historical facets of who we are inform what and how we eat.

Homegrown -- Series Premiere 

Atlanta-based farmer Jamila Norman helps families transform their outdoor spaces into beautiful and functional backyard farms while exploring the joy and benefits of growing your own food.

Restoration Road with Clint Harp -- Series Premiere 

Carpenter Clint Harp hits the road in search of incredible historical structures across the country that are in need of restoration, while exploring their origins and dreaming of their futures.

First Time Fixer -- Series Premiere 

First-time house renovators take their home renovation dreams into their own hands and experience the risk and reward that comes with trying something new

Home Work -- Series Premiere 

Candis and Andy Meredith's biggest renovation project to date is transforming a 20,000-square-foot historic school into their family home -- all while juggling projects for clients, rental properties and life with their blended family of nine.

Van Go -- Series Premiere 

Chewy Design Co. owner Brett Lewis renovates vans into tiny homes on the road, creating innovative solutions and tackling the many challenges that come with custom outfitting each vehicle for his clients' lifestyles.

The Johnnyswim Show -- Series Premiere (launching with first 2 episodes)

Husband-wife musicians Abner Ramirez and Amanda Sudano Ramirez raised their kids for years on a tour bus while playing with their band. Faced with a canceled tour due to COVID-19, the family must adjust to life at home while adapting their music careers.

The Fieldhouse -- Series Premiere (launching with first 2 episodes)\

At The Fieldhouse, physical and personal challenges are tackled head-on. Owner Justin Bane and his staff change lives by restoring and rehabilitating clients from the inside out at this cutting-edge fitness facility in Abilene, Texas.

Extraordinary Stories Behind Everyday Things -- Series Premiere (launching with first 2 episodes)

Offering an in-depth look at how iconic American-made products are created, this series celebrates the ingenuity, passion and creativity of the people who proudly stand behind these timeless classics.

(re)Motel -- Series Premiere (pictured below, launching with first 4 episodes)

Passionate motel owners across America restore and redesign their historic properties to give them new life and create destination stops for a new generation of travelers.

Where We Call Home -- Series Premiere (launching with first 4 episodes)

Homeowners and designers reveal how commercial properties and unconventional spaces were reimagined into modern homes.

The Cabin Chronicles -- Series Premiere (launching with first 4 episodes)

This series explores the architecture, design and human connection behind beautiful cabins and their surrounding landscapes.

Super Dad -- Complete Season Available (8 episodes)

Father and DIY expert Taylor Calmus, along with his team of skilled builders, help aspiring DIY dads turn their kids' outrageous backyard dreams into playtime realities.

Inn The Works -- Complete Season Available (6 episodes)

Lindsey Kurowski and her team at Knotty Pine have set out to renovate the historic Oak Knoll Lodge in Big Bear Lake, CA, and bring it back to its former glory -- all while simultaneously learning the ropes of running an inn.

The Artisan’s Kitchen -- Complete Season Available (10 episodes)

Professional baker, flour authority and lover of all things food Bryan Ford makes remixed classics and introduces recipes infused with his Honduran heritage and his New Orleans upbringing.

Growing Floret -- Complete Season Available (4 episodes)

Erin and Chris Benzakein have spent the last decade building their family-run business, Floret Farms, in the fertile Skagit River Valley of Washington State. Now, they're risking everything to add and rehabilitate 24 new acres and expand the business.

Hi I’m, 2 episodes: “Hi I’m Blake,” “Hi I’m Richard Antoine White”

A documentary anthology series which tells the story of individuals overcoming extraordinary challenges, and choosing to use their unique experiences as motivation to reach their life goals.

Fixer Upper -- Complete Five Season Library (80 episodes)

Chip and Joanna Gaines help homebuyers in Waco, Texas, look past the superficial and buy the worst house in the best neighborhood. With his expertise in construction and her keen design sense, Chip and Jo transform potential-rich houses into their clients' dream homes.

Magnolia Network will add four unscripted series to its lineup of shows set to launch when the multi-platform service debuts its digital service on July 15.

Among the new shows launching on the network-- a joint venture between Discovery Inc. and Chip and Joanna Gaines -- are The Cabin Chronicles, which explores the design behind cabins and their surrounding landscapes; Extraordinary Stories Behind Everyday Things, which showcases and celebrates American-made products; RE(Motel), which highlights motel owners across the country, and Where We Call Home, which looks at how commercial properties and unconventional spaces were reimagined into modern homes, according to network executives. 

Read also: Magnolia Network Renews 'Magnolia Table with Joanna Gaines' for Additional Two Seasons

Magnolia Network plans to debut July 15 on Discovery Plus as well as its Magnolia App with more than 150 hours of unscripted content. The linear version of  the channel is set to premiere in 2022.

Read also: Magnolia Network to Launch Linear Channel in 2022

Magnolia Network has greenlit two additional seasons of its cooking series Magnolia Table with Joanna Gaines, the service announced Thursday.

Magnolia Network, the joint venture between Discovery and Chip and Joanna Gaines, will debut new episodes from season two of the series beginning April 9 on the Discovery Plus streaming service. 

Also Read: Magnolia Network to Launch Linear Channel in 2022

Season three episodes of Magnolia Table with Joanna Gaines will launch on the Discovery Plus service as well as the upcoming Magnolia app on July 15. 

In other news, Food Network will offer Magnolia Network programming on April 10 as part of a special two-hour block. Along with two episodes of Magnolia Table with Joanna Gaines, Food Network will also air the pilot episodes of Zoe Bakes and Ranch to Table, said Magnolia Network officials. 

Magnolia Network, the joint venture between Discovery and Chip and Joanna Gaines, will launch digitally on Discovery Plus in July and as a linear channel in 2022, Discovery announced Thursday.

After several starts and stops on launch dates for Magnolia Network, the announcement finally provides a firm debut date for the much-anticipated service, which will take over Discovery’s DIY Network when it hits cable lineups in January 2022. 

Starting in July, Discovery Plus -- as well as the Magnolia app -- will offer more than 150 hours of unscripted content across the home, food, gardening and design genres, said Discovery. Several Magnolia Network shows have already debuted on Discovery Plus, including Magnolia Table with Joanna Gaines.

The Gaines’ Fixer Upper series will also be available at launch on Discovery Plus, along with such shows as the complete first seasons of Fixer Upper: Welcome Home and Magnolia Table with Joanna Gaines, plus new series Growing Floret, The Lost Kitchen, Homegrown, Family Dinner and Restoration Road with Clint Harp.

Read Also: Discovery Plus Launch to Help Shine Spotlight on Magnolia 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 in a statement. “Expert builders of homes, fans and brands, Chip and Jo will help us construct the most complete real-life TV experience anywhere, with discovery Plus 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.”   

The Magnolia app will also provide discovery Plus subscribers with workshop content featuring classes from some talented makers and artisans, according to Discovery. 

“From the beginning, our aim for Magnolia Network has been to tell good stories. Stories that bring us together, that inspire and encourage us all to try something new. Stories that are told in ways that feel authentic,” said Chip and Joanna Gaines in a statement. “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 Plus as we launch Magnolia, a fully immersive digital brand experience.”

Read Also: Allison Page profile 

Magnolia Network has released a trailer for its new series Fixer Upper: Welcome Home, which will debut several episodes on the upstart Discovery Plus streaming service later this month. 

The series, a reboot of the iconic HGTV series Fixer Upper starring Chip and Joanna Gaines that ran from 2013-2017, will feature four episodes that will stream Jan. 29 on the Discovery Plus service, according to company officials.

 Discovery Plus, which launches Jan. 4, will also feature episodes from several other Magnolia Network series and specials, including Magnolia Table with Joanna Gaines and The Courage to Run with Chip Gaines and Gabe Grunewald.

Also Read: Discovery Plus Launch to Help Shine Spotlight on Magnolia Network 

Discovery will take a bold step in 2021 within the traditional linear cable universe with the launch of a channel that will feature two of the most popular stars in the home renovation genre.

Page is up for the challenge with Magnolia Network, a joint venture between Discovery and Fixer Upper stars Chip and Joanna Gaines. The veteran Scripps Networks executive will look to establish the new network’s footprint in a crowded linear cable marketplace. 

“Magnolia Network is a network that people very much want, need and look forward to because it represents positivity, family and comfort,” Page said.

Previously, Page was president of HGTV and Food Network. Prior to Discovery’s acquisition of Scripps Network in 2018, Page was general manager of U.S. Programming and Development for the company’s HGTV, Food Network, Travel Channel, DIY Network, Cooking Channel and Great American Country brands.

It was at HGTV where Page displayed her programming acumen, launching such network franchise shows as “Flip or Flop,” “Brother vs. Brother” and “Fixer Upper,” which will be part of the new Magnolia lineup. Page’s influence on the network continues to fuel its success today: HGTV is one of the highest-rated cable networks in a year dominated by shifting programming lineups due to production schedules disrupted by to COVID-19.

“[HGTV] is real comfort food for viewers,” Page said. “I think brands with a clear, consistent, compelling brand promise provide a lot of comfort for viewers because you know what you’re coming for and your expectations are met.”

While the network has yet to set a firm launch date, Magnolia Network has already generated awareness through content previews on sister networks Food Network and DIY. 

Magnolia Network programming will be prominently featured in the Discovery Plus direct-to-consumer service launching in January. Discovery Plus will offer episodes from several Magnolia Network series and specials, including “Magnolia Table with Joanna Gaines” and “The Courage to Run with Chip Gaines and Gabe Grunewald.” 

“Our role in it will be something that will be a great offering to people who want that Discovery larger product, but also serves as a great marketing tool for us,” Page said of the streaming product. “Hopefully it serves two great purposes of giving people a real sense of what we’re going to be, as well as showing some highly anticipated content.”

The January 2021 launch of Discovery Inc.'s new direct-to-consumer service Discovery Plus will also serve as a first-look opportunity to access content from the upstart Magnolia Network. 

While Magnolia Network has yet to announce a launch date, the service -- a joint venture between Discovery and Fixer Upper stars Chip and Joanna Gaines -- will have some of its new content prominently featured on the Discovery Plus service, according to Magnolia President Allison Page.

As part of Discovery Plus’  Jan. 4 launch, Magnolia Network will feature four preview shows: Magnolia Table with Joanna Gaines; Magnolia Network: A Look Ahead; Road to Launch and The Courage to Run with Chip Gaines and Gabe Grunewald. 

Related: Discovery Enters the ‘Plus’ Wars with Jan. 4 U.S. Streaming Launch

In addition, the streaming service will debut premiere episodes from 10 new Magnolia Network series, including the Andrew Zimmern-hosted Family Dinner and First Time Ever, which will feature first time house flippers who take their own home renovation dreams into their own hands. 

“We are so eager to show some of our content,” Page told Multichannel News. “We’re  excited that we get to sneak peek some of our content early in the year and then work toward our own launch as shortly as possible thereafter.”

Magnolia Network, a joint venture between Discovery, Inc. and Chip and Joanna Gaines, is bringing back Fixer Upper, which ran for five seasons on HGTV before ending in 2018. The Fixer Upper reboot will be on Magnolia Network when it launches in 2021. 

“We are thrilled to welcome back the very show that introduced us all to Chip and Jo in the first place. Fixer Upper is a cultural phenomenon that took an entire programming category by storm when it launched in 2014, and we can think of no better way to launch this network,” said Magnolia Network president Allison Page. “And as we continue to round out our programming slate, we’re excited to announce projects with designer Brian Patrick Flynn and entrepreneur Jonathan Morris, two talented individuals with exceptional stories. There’s a lot to look forward to, and we’re just getting started!”

The reboot will be produced by the Gaines’ production company Blind Nil. The couple owns the construction business Magnolia Homes. 

“The day we wrapped our final episode of Fixer Upper, we really believed it was a chapter closed. We knew we needed a break and a moment to catch our breath. But we also knew we weren’t done dreaming about ways to make old things new again,” said Chip and Joanna Gaines. “These past few years, we’ve continued tackling renovations and projects, doing the work we’re passionate about, but I don't think either of us anticipated how the show would become such a permanent fixture in our hearts. We’ve missed sharing the stories of these families and their homes with you, and we’re excited to do that again very soon!”

Interior designer Brian Patrick Flynn’s untitled project showcases his “eclectic yet distinctive style and keen eye for design,” said Magnolia. Along with his team of designers, Flynn tackles decorating projects on any budget with a dash of humor.

Self Employed (working title) follows Texas entrepreneur Jonathan Morris as he travels the United States meeting small business owners who share their stories.