Back in November, we reported that Chip and Joanna Gaines were returning to television.
Now, we know which TV network they're taking over and they've announced their very own streaming service.
But some fans are feeling a little put out -- and see this as nothing but a calculated business move designed to enrich the Gaines brand.
The Wrap reports that Allison Page of HGTV has been named the president of an exciting new project.
That project will be a "multiplatform joint venture between Discovery, Inc. and the Gaines’ Magnolia brand."
The Fixer Upper stars will be taking over what we currently know as the DIY Network, which falls under the Discovery umbrella.
Though we do not yet know the names of this new channel, TVE app, and SVOD service, we do know one thing.
The world has been told to expect to see "Magnolia" somewhere in there.
Discovery CEO David Zaslav released a statement on this new venture.
"Chip and Joanna Gaines have become trusted, household names since the debut of Fixer Upper," Zaslav notes.
"And through this joint venture," he continues. "Discovery is proud to extend our relationship with them."
"They’ve got authenticity and relatability," he observes.
Zaslav describes those traits as forming "that special something that is so difficult in our business to find."
Zaslav goes on to explain why Discovery knows that investing in the Gaineses is the right move.
"People love them, their taste, their businesses," he points out.
"They’ve built an ecosystem that aligns perfectly with our vision at Discovery," he adds.
Zaslav points out that Discovery has a lot of motivation "for fueling people’s passions."
So it seems like the brands are a natural fit for each other.
Chip and Joanna Gaines also released a joint statement about this exciting new development.
"Our intention with this network," the statement begins.
The Gaineses continue: "is to create and curate content that inspires, encourages, and helps to build bridges across our communities."
"We want honest, authentic programming," the statement affirms.
They want to create content "that brings families together."
"We believe David Zaslav and the team at Discovery are the perfect partners for this ambitious joint venture," The Gaineses express.
"And," their statement continues. "We know Allison Page is the right person to lead this charge."
She's certainly going to have her hands full, but she's proven herself already at HGTV.
"We’re ready to get started," Chip and Joanna's statement concludes. "And are expectant for all that’s ahead."
We're still waiting on the names that all of these things will have, however.
So when is all of this going down?
The launch is scheduled for the summer of 2020.
As exciting as this is for fans, others feel a little put off.
It seems clear that Chip and Joanna have made a number of business decision with the aim of raking in as much cash as possible.
Some of us would say that there's nothing wrong with that, but others feel that this is a betrayal of their wholesome family image.
Maybe those fans will get over their feelings of unease once all of the nice new Magnolia content rolls out.