The husband-and-wife team, known for their HGTV program “Fixer Upper,” will serve as chief creative officers of the new company while and Allison Pag, president of HGTV, will serve as president.
“Chip and Joanna Gaines have become trusted, household names since the debut of “Fixer Upper” and through this joint venture, Discovery is proud to extend our relationship with them,” said David Zaslav, CEO, Discovery, in a prepared statement. “They’ve got authenticity and relatability, that special something that is so difficult in our business to find. People love them, their taste, their businesses – they’ve built an ecosystem that aligns perfectly with our vision at Discovery for fueling people’s passions.”
The move is the latest to take figures known for their time at cable networks formerly operated by Scripps – which Discovery acquired last year – and amplify them across the larger combined business. Discovery has in recent months signed a number of prominent figures from former Scripps operations, which included HGTV and Food Network, to broader media deals that encompass TV programs as well as digital content.
Under terms of the deal, the company’s DIY cable network will be renamed after the new venture in the summer of 2020. The outlet is available in more than 52 million U.S. homes and will feature longer-form programming. Discovery said new programming concepts will be based on topics such as community, home, garden, food, wellness, entrepreneurialism and design. The new netweork will also house the entire “Fixer Upper” series, which debuted on HGTV in 2013 and ran for four years. An accompanying mobile app will debut in 2020 that can be used by cable subscribers.
The new joint venture will also launch a streaming-video outlet, curated by the Gaineses, that will include both short-form and long-form programming. It is expected to launch after the cable network and the app.
A replacement for Page at HGTV is expected to be named shortly. In her new role, she will manage teams based in Waco, Texas and Knoxville, Tennessee. She will report to Zaslav.