Discovery Rebrands DIY Network to Magnolia Network — Headlined by Chip and Joanna Gaines

Chip and Joanna Gaines’ media empire has officially taken off. The home improvement superstars from Waco, Texas, has officially launched the Magnolia Network, which involved corporate parent Discovery rebranding the longstanding DIY (Do It Yourself) Network with the “Magnolia moniker” — a move that includes transferring more than 50 million paid pay-TV subscribers.

The Gaines are media darlings, whose empire includes a restaurant, bakery, home furnishings, cookbooks and real estate, among other interests. They, along with the Property Brothers, are mainstays to the Discovery+ subscription streaming VOD platform that launched on Jan. 4, 2021.

After taking a TV break from their popular “Fixer Upper” home improvement program, there was much scuttlebutt where the Gaines would end up. After speculation the program might move to Netflix, HBO Max or Amazon Prime Video, Discovery CEO David Zaslav ended the speculation early, announcing the Gaines would feature prominently on Discovery and the Discovery+ streaming service.

The Magnolia Network features initial seasons of “Fixer Upper: Welcome Home” and “Magnolia Table With Joanna Gaines,” in addition to new shows “Growing Floret,” “The Lost Kitchen,” “Homegrown,” “Family Dinner” and “Restoration Road with Clint Harp” — Joanna’s longtime go-to carpenter.

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In a media statement, the Gaines said the Magnolia Network’s goal is to keep families informed, inspired and entertained.

“That’s what we’ve set out to build … 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,” Chip and Joanna said.

Discovery, ProSiebenSat.1 Launching Online TV Service in Germany

U.S. media giant Discovery and German pay-TV operator ProSiebenSat.1 are launching in June an online TV service in Germany dubbed “Joyn.”

The service — similar to Sling TV, DirecTV Now, etc. in the United States — replaces 7TV and will feature about 50 channels streaming content seven days ahead of pay-TV and available on VOD for 30 days.

With a goal of 10 million subscribers, “Joyn” will feature original content as well as movie services Maxdome and Eurosport Player. It will be accessible on TVs, smartphones, tablets and the Internet.

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Netflix currently has about 2.6 million German subs, while Amazon Prime Video has about 3.3 million.

“We are aiming to transform the German video entertainment market,” Alexandar Vassilev, managing director of Joyn, said in a statement.“Our focus is exclusively on the needs of our audiences and we commit to actively listen and reflect their feedback as we make our platform a success.”

For Discovery, the move represents another step integrating internal brands in Europe through over-the-top video distribution.

The parent to HGTV, Food Network and DIY Network, among others, earlier this year bowed Home & Garden TV in Germany, including a series of localized reality TV shows centered around home improvement.