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Thread: Discovery to rebrand DIY as the Chip And Joanna Gaines Network in 2020.

  1. #1

    Discovery to rebrand DIY as the Chip And Joanna Gaines Network in 2020.

    https://deadline.com/2019/04/discove...le-1202592672/

    The initiative, whose name will soon be announced, includes a linear television network and TV Everywhere app. A subscription streaming service will be added later. In the official announcement, timed to Discovery’s upfront presentation this evening in New York, the companies said it will be “inspired by Magnolia and driven by the Gaines’ creative vision.”

    The Gaineses will serve as Chief Creative Officers and current HGTV President Allison Page will be president of the new joint venture.

    The linear network will occupy the real estate of the company’s DIY Network, which was acquired as part of Discovery’s $14.6 billion acquisition of Scripps Networks Interactive. DIY is carried in about 52 million U.S. homes.
    It didn't work out to well for OWN. Will this flip be any better?

  2. #2
    BIG difference in my opinion - Oprah's "brand identity" is starting to wear a bit thin with viewers - somehow i have to think that with all the interest in DIY, decorating, and all things "Kondo", that the new network would work a LOT better (but they gotta change the name - Magnolia sounds like it would be available )

  3. #3
    Bad move IMHO.

    DIY is a catchy handle that lets you know exactly what you'll find on this channel.
    Chip and Joanna on the other hand could decide to move to another network, split up,
    get hit by a bus, etc. Tying the identity of their product to flesh-and-blood individuals
    does not seem like a wise move in my estimation.

  4. #4
    Agreed...DIY brand isn't broken. They can put the Gaines in a high profile position on the channel, but they shouldn't be the brand.

  5. #5

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  6. #6
    Actually, the network will be called the Magnolia Network as its expected to be rebranded under their Magnolia branding, which came from their construction business.
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  7. #7
    Quote Originally Posted by itsRoly4266 View Post
    Actually, the network will be called the Magnolia Network as its expected to be rebranded under their Magnolia branding, which came from their construction business.
    Will Best Buy have a problem with this?

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