1 00:00:00,080 --> 00:00:13,039 Speaker 1: M Welcome to Strictly Business Varieties, weekly podcast featuring conversations 2 00:00:13,039 --> 00:00:16,200 Speaker 1: with industry leaders about the business of media and entertainment. 3 00:00:16,480 --> 00:00:19,960 Speaker 1: I'm Cynthia Littleton, co editor in chief of Variety Today. 4 00:00:20,000 --> 00:00:23,560 Speaker 1: My guest is Alison Page, President of Magnolia Network. It's 5 00:00:23,600 --> 00:00:26,560 Speaker 1: the new TV home of Lifestyle Maven's Chip and Joanna Gains. 6 00:00:26,840 --> 00:00:29,320 Speaker 1: The channel launched this month as a joint venture between 7 00:00:29,320 --> 00:00:33,640 Speaker 1: the Gains and Discovery. Magnolia is a rare flower these days, indeed, 8 00:00:33,680 --> 00:00:37,760 Speaker 1: as a linear cable launch actually a rebrand of Discovery's 9 00:00:37,840 --> 00:00:40,880 Speaker 1: d i Y channel. Page is an h G, t 10 00:00:41,040 --> 00:00:43,920 Speaker 1: V and food network veteran who the Gains turned to 11 00:00:44,080 --> 00:00:46,720 Speaker 1: when they decided to expand from doing their own shows 12 00:00:46,960 --> 00:00:50,080 Speaker 1: to curating a steady stream of content in the Magnolia spirit. 13 00:00:50,440 --> 00:00:53,680 Speaker 1: The Gains run a home design, media and retail empire 14 00:00:53,760 --> 00:00:57,520 Speaker 1: out of Waco, Texas. They became home renovation superstars through 15 00:00:57,520 --> 00:01:00,440 Speaker 1: the HD TV series Fix Her Upper, but they hit 16 00:01:00,480 --> 00:01:03,600 Speaker 1: the pause button on TV nearly five years ago. Now 17 00:01:03,640 --> 00:01:06,320 Speaker 1: they've spent the past three years working with Page to 18 00:01:06,440 --> 00:01:10,959 Speaker 1: launch their artisanally crafted cable channel. In the conversation, Page 19 00:01:11,000 --> 00:01:14,960 Speaker 1: explains how TV fits into the Gains is thriving ecosystem, 20 00:01:15,000 --> 00:01:18,840 Speaker 1: likening it to a cozy sweatshirt and excite of comfort food. 21 00:01:19,400 --> 00:01:29,319 Speaker 1: That's all coming up after the break, and we're back 22 00:01:29,360 --> 00:01:34,720 Speaker 1: with more from Magnolia president Alison Page. Alison Page, President 23 00:01:34,760 --> 00:01:37,160 Speaker 1: of Magnolia Network, thank you so much for joining me 24 00:01:37,240 --> 00:01:41,679 Speaker 1: today from Knoxy Tennessee, where you are snowed in. I understand, yes, 25 00:01:41,720 --> 00:01:44,440 Speaker 1: thank you for having me in this very exciting week. 26 00:01:44,560 --> 00:01:47,119 Speaker 1: It's a great way to end the week. Why at 27 00:01:47,120 --> 00:01:49,720 Speaker 1: a time when the entire world is obsessed with streaming 28 00:01:49,720 --> 00:01:52,360 Speaker 1: and on demand and all kinds of new distribution channels, 29 00:01:52,680 --> 00:01:56,760 Speaker 1: why was one of television's oldest now you know, old 30 00:01:56,760 --> 00:02:00,320 Speaker 1: fashioned cable television, why was it important for Magnoli to 31 00:02:00,480 --> 00:02:05,480 Speaker 1: have that linear presence Now? Well, I'd say it's so 32 00:02:05,560 --> 00:02:08,560 Speaker 1: fascinating that the very first thing we talked about is 33 00:02:08,600 --> 00:02:11,920 Speaker 1: the very last thing, um we got to launching, uh 34 00:02:12,080 --> 00:02:15,640 Speaker 1: this week with the Linear channel and on Wednesday, the 35 00:02:15,720 --> 00:02:20,720 Speaker 1: fifth And those conversations started over three years ago. Um, 36 00:02:20,840 --> 00:02:25,920 Speaker 1: and the idea seemed crazy then and perhaps even crazier now. 37 00:02:26,480 --> 00:02:30,200 Speaker 1: And I think that actually was a piece of what 38 00:02:31,120 --> 00:02:35,000 Speaker 1: spoke to Chip and Joe. They are, um, they are 39 00:02:35,040 --> 00:02:39,000 Speaker 1: interested in the less taken path and things that seem 40 00:02:39,080 --> 00:02:43,520 Speaker 1: crazy UM and things that that the average person would 41 00:02:43,520 --> 00:02:47,200 Speaker 1: advise them against that makes them interested in trying UM. 42 00:02:47,280 --> 00:02:50,239 Speaker 1: And there was something and is something I think about 43 00:02:50,280 --> 00:02:56,040 Speaker 1: this brand that felt like linear would be linear Television 44 00:02:56,080 --> 00:02:58,240 Speaker 1: would be a great home for it. And it turned 45 00:02:58,320 --> 00:03:01,080 Speaker 1: up to be one of the homes. And ultimately, what 46 00:03:01,120 --> 00:03:03,639 Speaker 1: we want to do is make great programming that can 47 00:03:03,800 --> 00:03:05,760 Speaker 1: can reach people in a lot of different places. But 48 00:03:05,800 --> 00:03:08,000 Speaker 1: this was the first place we talked about and again 49 00:03:08,040 --> 00:03:10,640 Speaker 1: the last place we wound up. UM finally launching and 50 00:03:10,639 --> 00:03:15,200 Speaker 1: it and it feels great. I can imagine what was 51 00:03:15,240 --> 00:03:17,399 Speaker 1: it like for you having I know you have been 52 00:03:17,560 --> 00:03:21,280 Speaker 1: in the Discovery and Food Network HDTV world for a while. 53 00:03:21,280 --> 00:03:24,239 Speaker 1: What was it like for you having been developing this 54 00:03:24,360 --> 00:03:28,480 Speaker 1: for so long, to be scrolling scrolling through your you know, 55 00:03:28,760 --> 00:03:32,360 Speaker 1: scrolling the the old fashioned cable listings grid and seeing 56 00:03:32,360 --> 00:03:36,880 Speaker 1: Magnolia as one of the offerings. It felt so exciting 57 00:03:37,240 --> 00:03:40,680 Speaker 1: and it felt like this moment. There were points at 58 00:03:40,720 --> 00:03:43,440 Speaker 1: which I wondered, are we actually going to get there? 59 00:03:43,720 --> 00:03:47,680 Speaker 1: And I knew from the outset it might take a 60 00:03:47,720 --> 00:03:50,040 Speaker 1: little longer than what we were talking about. It was like, oh, 61 00:03:50,120 --> 00:03:52,000 Speaker 1: we could do this in a year eighteen months, and 62 00:03:52,920 --> 00:03:55,960 Speaker 1: having spent time at HDTV and food for for years 63 00:03:55,960 --> 00:03:58,280 Speaker 1: and years, it just it takes a long time to 64 00:03:58,600 --> 00:04:03,000 Speaker 1: develop great programming and make lots of episodes of it um. 65 00:04:03,040 --> 00:04:05,760 Speaker 1: But no one could have predicted quite how long it 66 00:04:05,800 --> 00:04:09,400 Speaker 1: would take UM. So so I think there were there 67 00:04:09,400 --> 00:04:12,560 Speaker 1: were moments I question what would happen on this platform, 68 00:04:12,600 --> 00:04:15,640 Speaker 1: not questioning the idea of the network or the idea 69 00:04:15,680 --> 00:04:19,120 Speaker 1: of this brand of programming, um, but wondering if you know, 70 00:04:19,160 --> 00:04:22,160 Speaker 1: when when we get get back to this place, and 71 00:04:23,120 --> 00:04:26,359 Speaker 1: you know, it was really heartening. I actually got a 72 00:04:26,360 --> 00:04:28,960 Speaker 1: few texts and calls from friends last night who were 73 00:04:29,000 --> 00:04:33,520 Speaker 1: watching we premiered a show called The Last Kitchen, and interestingly, 74 00:04:33,560 --> 00:04:36,680 Speaker 1: these are friends that have Discovery Plus but have not 75 00:04:36,720 --> 00:04:40,760 Speaker 1: watched the show there UM. I think linear television and 76 00:04:40,800 --> 00:04:44,760 Speaker 1: certain channels they're like a really comfortable sweatshirt that you 77 00:04:45,040 --> 00:04:47,240 Speaker 1: reach for time and again, even if you have a 78 00:04:47,279 --> 00:04:50,520 Speaker 1: lot of other beautiful options in your closet. You know 79 00:04:50,600 --> 00:04:53,440 Speaker 1: it's going to feel good, and that's why it's a staple. 80 00:04:54,160 --> 00:04:55,800 Speaker 1: And I think we gave a lot of people like 81 00:04:55,839 --> 00:04:59,839 Speaker 1: a new cozy sweatshirt this week. For sure, and then 82 00:05:00,040 --> 00:05:02,000 Speaker 1: the weather across the country. It was a good week 83 00:05:02,080 --> 00:05:05,919 Speaker 1: to get a cozy switture. Yes. Yes, let's take a 84 00:05:05,920 --> 00:05:09,279 Speaker 1: step back a little bit. And so Magnolia the brand 85 00:05:09,400 --> 00:05:13,320 Speaker 1: has been in development as a as as a kind 86 00:05:13,320 --> 00:05:16,719 Speaker 1: of three sixty television brand has been in development for 87 00:05:16,720 --> 00:05:19,880 Speaker 1: about three years. And then along with the Discovery Plus 88 00:05:19,920 --> 00:05:23,120 Speaker 1: launch in January one, not too long afterwards, you the 89 00:05:23,160 --> 00:05:27,760 Speaker 1: Magnolia imprint appeared there on that platform. Yes, and that's 90 00:05:28,040 --> 00:05:30,640 Speaker 1: and you started a feed of programming. But would you 91 00:05:30,680 --> 00:05:35,240 Speaker 1: say that the scale and the volume is has has 92 00:05:35,520 --> 00:05:38,680 Speaker 1: risen now with the with the linear launched, is having 93 00:05:38,680 --> 00:05:44,599 Speaker 1: a seven linear channel have even more demand for content? UM? 94 00:05:44,640 --> 00:05:47,480 Speaker 1: It absolutely has more demand. And that's also a reflection 95 00:05:47,520 --> 00:05:51,000 Speaker 1: of why it came last in the order of things. UM. 96 00:05:51,040 --> 00:05:54,760 Speaker 1: When you think of what conceptually is a network and 97 00:05:54,839 --> 00:05:58,880 Speaker 1: a streaming environment, I guess it's what you say it is, UM, 98 00:05:59,440 --> 00:06:02,640 Speaker 1: And for us, it was ultimately what is a well 99 00:06:02,839 --> 00:06:07,760 Speaker 1: rounded group of shows? UM that that expresses the depth 100 00:06:07,800 --> 00:06:10,480 Speaker 1: and breadth of what we want to do. And really 101 00:06:10,560 --> 00:06:14,240 Speaker 1: July was when we felt like we had enough programming 102 00:06:14,279 --> 00:06:18,040 Speaker 1: and enough complete seasons to put on what we call, 103 00:06:18,480 --> 00:06:23,520 Speaker 1: you know, a network. UM. At the same time, in streaming, 104 00:06:23,720 --> 00:06:26,440 Speaker 1: you click through and find the show you want to watch, 105 00:06:26,680 --> 00:06:30,000 Speaker 1: and that is a different responsibility than twenty four hours 106 00:06:30,000 --> 00:06:34,120 Speaker 1: a day, seven days a week, and so recognizing what 107 00:06:34,800 --> 00:06:37,200 Speaker 1: you know, three hundred episodes or three hundred hours of 108 00:06:37,279 --> 00:06:40,480 Speaker 1: programming can get you across a year. You know, we 109 00:06:40,520 --> 00:06:45,400 Speaker 1: had originally planned to launch in October of a linear 110 00:06:45,520 --> 00:06:48,160 Speaker 1: and what we realized in the spring of when COVID 111 00:06:48,240 --> 00:06:52,719 Speaker 1: hit was we actually had enough for day one. We 112 00:06:52,800 --> 00:06:57,080 Speaker 1: had enough for maybe day five. We didn't have enough 113 00:06:57,120 --> 00:07:01,920 Speaker 1: for probably day fifteen. Um So it was it was saying, 114 00:07:02,040 --> 00:07:04,480 Speaker 1: you know, you start on day one in linear, and 115 00:07:04,560 --> 00:07:08,680 Speaker 1: you can't stack a bunch of programs together that are 116 00:07:08,720 --> 00:07:11,400 Speaker 1: all premiers. You put on one episode of Fixer Upper 117 00:07:11,480 --> 00:07:14,040 Speaker 1: Welcome Home, and the next week you put the next episode, 118 00:07:14,040 --> 00:07:17,280 Speaker 1: and you can repreat the prior episode. But um, so 119 00:07:17,480 --> 00:07:19,960 Speaker 1: with seven or eight or nine or ten um and 120 00:07:20,200 --> 00:07:24,520 Speaker 1: I think uh, ten or twelve programs premiering on linear 121 00:07:24,560 --> 00:07:26,600 Speaker 1: within the first week. If those are half hour hour 122 00:07:26,680 --> 00:07:29,320 Speaker 1: long shows, you know, you do the math, you add 123 00:07:29,360 --> 00:07:32,760 Speaker 1: that up, and that's that's a relatively small percentage of 124 00:07:32,800 --> 00:07:37,080 Speaker 1: the entire schedule. So um, I think the network feels 125 00:07:37,120 --> 00:07:39,920 Speaker 1: like Magnolia Network now, and part of that is, uh, 126 00:07:40,080 --> 00:07:45,520 Speaker 1: the strategy around promotion and advertising and branding. Um but 127 00:07:45,680 --> 00:07:49,160 Speaker 1: it's gonna feel even more like Magnolia the further we 128 00:07:49,200 --> 00:07:51,560 Speaker 1: get into it and the more shows that we get on. 129 00:07:52,320 --> 00:07:55,720 Speaker 1: Um So, I'm I'm excited about that. I'm excited about 130 00:07:55,720 --> 00:07:57,360 Speaker 1: it in this season. As you said, I think this 131 00:07:57,600 --> 00:08:00,720 Speaker 1: turned out to be a great week to launch, and 132 00:08:01,520 --> 00:08:04,800 Speaker 1: as difficult as things are right now, in so many ways, 133 00:08:05,720 --> 00:08:09,280 Speaker 1: this feels like a place to turn for inspiration and 134 00:08:09,480 --> 00:08:14,360 Speaker 1: ideas and hope and humor. Um So, I think we've 135 00:08:14,520 --> 00:08:17,960 Speaker 1: we've got a good season ahead. Well, I think you know, 136 00:08:18,040 --> 00:08:20,800 Speaker 1: given I think Chips said it well that the you 137 00:08:20,840 --> 00:08:25,600 Speaker 1: know it wasn't planned, but it's not coincidental that a 138 00:08:25,720 --> 00:08:28,440 Speaker 1: network with this kind of message at this moment in 139 00:08:28,520 --> 00:08:34,120 Speaker 1: time launched on January five, just as we went into 140 00:08:34,200 --> 00:08:37,040 Speaker 1: trying to make sense of the one year anniversary of 141 00:08:37,320 --> 00:08:38,839 Speaker 1: you know of just of just one of the most 142 00:08:38,840 --> 00:08:41,360 Speaker 1: heartbreaking things that this country has has seen in its 143 00:08:41,480 --> 00:08:44,480 Speaker 1: entire history. UM. I want to ask you about something 144 00:08:44,480 --> 00:08:48,080 Speaker 1: because I think it's so interesting for our times. When 145 00:08:48,160 --> 00:08:50,080 Speaker 1: you say you knew you had enough for day one, 146 00:08:50,160 --> 00:08:54,080 Speaker 1: maybe even day five, but not day fifteen. How what's 147 00:08:54,160 --> 00:08:56,560 Speaker 1: the math that you used to kind of figure that out? 148 00:08:56,600 --> 00:08:59,400 Speaker 1: How how do you know how much programming is in 149 00:09:00,080 --> 00:09:02,560 Speaker 1: enough or on a linear senses? It just simply like 150 00:09:02,880 --> 00:09:04,520 Speaker 1: you see it on a grid and you realize you 151 00:09:04,559 --> 00:09:09,520 Speaker 1: can't repeat that show that that quickly. I would say, 152 00:09:09,600 --> 00:09:13,319 Speaker 1: I look at number of series and and we look 153 00:09:13,360 --> 00:09:17,120 Speaker 1: at number of episodes within that series. So traditionally cable 154 00:09:17,200 --> 00:09:19,520 Speaker 1: Land broadcast often pick up in orders of thirteen or 155 00:09:19,520 --> 00:09:22,800 Speaker 1: twenty six. I think that that rule has gone a 156 00:09:22,840 --> 00:09:25,760 Speaker 1: little bit out the window. Um. And you see a 157 00:09:25,760 --> 00:09:28,760 Speaker 1: lot of shows with you know, six episodes or eight 158 00:09:28,760 --> 00:09:31,360 Speaker 1: episodes or ten episodes maybe in a season, I think 159 00:09:31,800 --> 00:09:33,440 Speaker 1: you get under six, and it's kind of hard to 160 00:09:33,480 --> 00:09:37,680 Speaker 1: call it a series. Um. And So what I meant 161 00:09:37,800 --> 00:09:41,120 Speaker 1: in terms of not day fifteen is we had Restoration 162 00:09:41,200 --> 00:09:43,400 Speaker 1: Road with Clint Harp in production, and we had two 163 00:09:43,400 --> 00:09:46,480 Speaker 1: shows that would be delivered by that time, and episode three, 164 00:09:46,559 --> 00:09:48,959 Speaker 1: four or five and six were delayed because of COVID. 165 00:09:49,480 --> 00:09:52,560 Speaker 1: And so that's what I mean, um, in the sense 166 00:09:52,559 --> 00:09:55,120 Speaker 1: of we would not have a new premiere episode. And 167 00:09:55,120 --> 00:09:57,800 Speaker 1: I think on linear in particular, you're putting a lot 168 00:09:57,840 --> 00:10:02,040 Speaker 1: of marketing and and how I think behind launching these series, 169 00:10:02,600 --> 00:10:05,360 Speaker 1: and you hope to create the expectation I can come 170 00:10:05,400 --> 00:10:07,760 Speaker 1: every Wednesday night at nine and see this show and 171 00:10:07,800 --> 00:10:10,000 Speaker 1: see a new episode, and you can repeat that a 172 00:10:10,080 --> 00:10:12,640 Speaker 1: number of places. But you don't want to do all 173 00:10:12,679 --> 00:10:15,560 Speaker 1: the work of getting people to that time period and 174 00:10:15,720 --> 00:10:18,079 Speaker 1: then only give them, you know, a few weeks of 175 00:10:18,200 --> 00:10:20,600 Speaker 1: having it there. I think, Um, I think that would 176 00:10:20,600 --> 00:10:24,800 Speaker 1: have been really difficult. Is brand integration? Is brand placement 177 00:10:24,840 --> 00:10:28,280 Speaker 1: a significant component for the network? It really isn't. And 178 00:10:28,320 --> 00:10:31,880 Speaker 1: I think that people expected that it would be, maybe 179 00:10:31,880 --> 00:10:35,360 Speaker 1: particularly in something like her cooking show, But Joanna has 180 00:10:35,559 --> 00:10:38,760 Speaker 1: always had a real version to content that feels sales 181 00:10:38,880 --> 00:10:42,960 Speaker 1: e UM. So the connection is subtle and it it 182 00:10:43,080 --> 00:10:47,080 Speaker 1: requires if someone wants to buy something, you have to 183 00:10:47,120 --> 00:10:49,600 Speaker 1: go to the shop section and either the website or 184 00:10:49,640 --> 00:10:52,640 Speaker 1: the app, and once you're there, the connection is very 185 00:10:52,679 --> 00:10:55,320 Speaker 1: clear that you saw this in the show. UM. But 186 00:10:55,360 --> 00:10:58,199 Speaker 1: if you're coming to watch, we don't assume you want 187 00:10:58,240 --> 00:11:01,400 Speaker 1: to buy anything, um, And you don't want you to 188 00:11:01,480 --> 00:11:04,960 Speaker 1: feel like we're selling you hard on anything. We want 189 00:11:04,960 --> 00:11:07,959 Speaker 1: you to have a pleasant experience watching what you're watching, 190 00:11:08,200 --> 00:11:10,920 Speaker 1: and if you prove that you're interested and want to 191 00:11:10,920 --> 00:11:13,160 Speaker 1: come around on the other side and buy something. We'll 192 00:11:13,240 --> 00:11:17,120 Speaker 1: we'll try to make that easy and fun, um and simple, 193 00:11:17,200 --> 00:11:20,920 Speaker 1: but it's it's not something you see overtly in the 194 00:11:21,000 --> 00:11:24,679 Speaker 1: programming um and I don't think you will, because that's 195 00:11:24,720 --> 00:11:28,760 Speaker 1: been true with them forever since I've known them. No 196 00:11:28,960 --> 00:11:33,600 Speaker 1: zooming in on the brand logo, none of that. Absolutely not. 197 00:11:34,000 --> 00:11:35,559 Speaker 1: Let me ask, I know you that you have been 198 00:11:35,760 --> 00:11:37,640 Speaker 1: you know, you've been in cable for a long time. 199 00:11:38,000 --> 00:11:41,560 Speaker 1: Is it is it Is it different to launch a 200 00:11:41,679 --> 00:11:44,440 Speaker 1: new something like you know something, especially with the scope 201 00:11:44,480 --> 00:11:48,120 Speaker 1: and the kind of the you know, brand promise going 202 00:11:48,160 --> 00:11:51,040 Speaker 1: in with is a magnolia? Is it Is it easier 203 00:11:51,080 --> 00:11:53,400 Speaker 1: in any way or different to launch to do a 204 00:11:53,480 --> 00:11:57,880 Speaker 1: relaunch you you are, you know, refitting the existing d 205 00:11:58,080 --> 00:12:01,640 Speaker 1: I Y network that was part of the Discovery family 206 00:12:01,720 --> 00:12:04,480 Speaker 1: for a long time. Is that different than a holy 207 00:12:05,160 --> 00:12:08,040 Speaker 1: launch a channel from scratch? Or is it pretty much 208 00:12:08,080 --> 00:12:10,760 Speaker 1: the same thing? You're just because you're you really are 209 00:12:10,760 --> 00:12:13,960 Speaker 1: taking it down to the studs and the d network 210 00:12:14,520 --> 00:12:17,560 Speaker 1: was no more at once you flipped the switch nine 211 00:12:17,559 --> 00:12:20,960 Speaker 1: o'clock on January nine pm Eastern January five on the 212 00:12:21,000 --> 00:12:24,440 Speaker 1: Magnolian network. That is a good question. And when I 213 00:12:24,480 --> 00:12:28,760 Speaker 1: look back historically, I think primarily you see rebrands in 214 00:12:29,040 --> 00:12:32,120 Speaker 1: more recent years and not not too many in recent years. 215 00:12:32,160 --> 00:12:35,120 Speaker 1: But um, you know, when I look back to something 216 00:12:35,160 --> 00:12:38,480 Speaker 1: like own being rebranded from Discovery Health, and I think 217 00:12:38,480 --> 00:12:41,240 Speaker 1: they had a harder hill to climb in some ways, 218 00:12:41,800 --> 00:12:46,240 Speaker 1: given the real difference between what Discovery Health was as 219 00:12:46,240 --> 00:12:48,720 Speaker 1: a brand and what own um was going to be. 220 00:12:48,960 --> 00:12:53,840 Speaker 1: And so the choice of d I Y was was deliberate, um, 221 00:12:53,880 --> 00:12:56,280 Speaker 1: not just from the size and scale in the network, 222 00:12:56,320 --> 00:12:59,559 Speaker 1: but also from the nature of the content. And they 223 00:12:59,559 --> 00:13:04,000 Speaker 1: aren't the same, but you know, maybe they're their cousins, um. 224 00:13:04,160 --> 00:13:08,320 Speaker 1: And and I think we learned a lot, uh from 225 00:13:08,360 --> 00:13:12,840 Speaker 1: the Discovery experience and deliberately looked at trying to create 226 00:13:13,280 --> 00:13:17,120 Speaker 1: really a bridge. So we put Repeatza Fixer Upper on Saturdays. 227 00:13:17,200 --> 00:13:20,320 Speaker 1: You know, months ago when we started putting in UM 228 00:13:20,360 --> 00:13:22,480 Speaker 1: some of Andrew Zimmern's library. He has a show with 229 00:13:22,559 --> 00:13:25,440 Speaker 1: us called Family Dinner, which is new, but he has 230 00:13:25,480 --> 00:13:28,880 Speaker 1: a lot of library content in the Discovery Library, so 231 00:13:28,920 --> 00:13:31,839 Speaker 1: we started kind of seating that on air. UM. We 232 00:13:31,960 --> 00:13:35,120 Speaker 1: picked up new seasons of existing shows like Main Cabin 233 00:13:35,240 --> 00:13:38,439 Speaker 1: masters or born with builders. So it was this idea 234 00:13:38,480 --> 00:13:41,360 Speaker 1: of not having a light switch moment and could we 235 00:13:41,600 --> 00:13:44,720 Speaker 1: kind of both carry an audience over and welcome a 236 00:13:44,760 --> 00:13:48,199 Speaker 1: new audience. And when you said starting from scratch, I thought, well, gosh, 237 00:13:48,200 --> 00:13:52,760 Speaker 1: what if what if that was possible? And I guess 238 00:13:52,800 --> 00:13:55,320 Speaker 1: I think it would look similar because what you'd basically 239 00:13:55,360 --> 00:13:59,959 Speaker 1: be doing is building a network with X amount of 240 00:14:00,080 --> 00:14:03,360 Speaker 1: new programming and then library and acquisition content. So you 241 00:14:03,480 --> 00:14:06,640 Speaker 1: look within you discovery, whatever company you are, where where 242 00:14:06,679 --> 00:14:09,720 Speaker 1: there's um, you know, very low cost or free programming, 243 00:14:09,800 --> 00:14:13,640 Speaker 1: and then acquisitions UM and then kind of placing your 244 00:14:13,679 --> 00:14:17,600 Speaker 1: your new shows and again that the percentage of that 245 00:14:17,679 --> 00:14:20,040 Speaker 1: on the schedule will just increase and increase over time 246 00:14:20,360 --> 00:14:23,840 Speaker 1: with the kind of new Magnolia originals, but creating an 247 00:14:23,920 --> 00:14:27,480 Speaker 1: environment that they seamlessly fit in from the get go. 248 00:14:28,240 --> 00:14:32,960 Speaker 1: UM involves some strategy and a lot of conversation and thought, yeah, 249 00:14:33,080 --> 00:14:36,600 Speaker 1: I mean turning their you know, turning their particular brand 250 00:14:36,720 --> 00:14:39,600 Speaker 1: there there ethos if you will into it, you know, 251 00:14:39,640 --> 00:14:44,720 Speaker 1: into a curated network, curated stream of content and kind 252 00:14:44,720 --> 00:14:49,160 Speaker 1: of you know, like minded you know artisans and crafts people, uh, 253 00:14:49,200 --> 00:14:52,840 Speaker 1: you know, no small challenge and the games are interesting 254 00:14:52,840 --> 00:14:54,840 Speaker 1: because they were you know, they came up and we're 255 00:14:55,600 --> 00:14:59,480 Speaker 1: just became red hot stars on h G. H The 256 00:14:59,520 --> 00:15:03,840 Speaker 1: games is are sorry, the games of the story is 257 00:15:03,880 --> 00:15:06,320 Speaker 1: so special because of course they came up and became 258 00:15:06,360 --> 00:15:08,880 Speaker 1: red Hot stars on h G t V and we're 259 00:15:08,920 --> 00:15:11,360 Speaker 1: just kind of going up, up and up. But we're like, 260 00:15:11,440 --> 00:15:14,120 Speaker 1: as they were telling people, like, we're also business people 261 00:15:14,160 --> 00:15:18,160 Speaker 1: and we're a family and Waco and and in they 262 00:15:18,200 --> 00:15:19,880 Speaker 1: said that, you know that they needed to tap the 263 00:15:19,920 --> 00:15:23,280 Speaker 1: brakes and take a take a break from their TV career, 264 00:15:23,320 --> 00:15:27,120 Speaker 1: which is so stunning to so many people, but um 265 00:15:27,560 --> 00:15:30,160 Speaker 1: and so, and I think at that time that began 266 00:15:30,200 --> 00:15:33,680 Speaker 1: a process of discussions with Discovery about what would become 267 00:15:34,000 --> 00:15:36,280 Speaker 1: as they took that break and come out now with 268 00:15:36,440 --> 00:15:39,480 Speaker 1: and even you know, a curated network almost kind of 269 00:15:39,560 --> 00:15:42,800 Speaker 1: in the own in the own model. Can you talk 270 00:15:42,840 --> 00:15:46,520 Speaker 1: about what what as those conversations about coming back with 271 00:15:46,680 --> 00:15:49,920 Speaker 1: something even with much bigger in scope. What were what 272 00:15:49,920 --> 00:15:52,400 Speaker 1: were the first things that were done? How did you 273 00:15:52,480 --> 00:15:58,040 Speaker 1: start the process of developing what is now the Magnolia Network. Yeah, so, 274 00:15:58,200 --> 00:16:01,240 Speaker 1: as you mentioned in twenties seven, team when they announced 275 00:16:01,640 --> 00:16:04,120 Speaker 1: they really wanted to take a break, Um, it was 276 00:16:04,160 --> 00:16:08,240 Speaker 1: really about a year between when when they told the 277 00:16:08,280 --> 00:16:12,920 Speaker 1: network and when the conversations with with at that point 278 00:16:12,920 --> 00:16:17,160 Speaker 1: the company with scripts UM and within a year later, 279 00:16:17,400 --> 00:16:24,080 Speaker 1: you know, summer summer seventeen and then summer eighteen, UM 280 00:16:24,200 --> 00:16:27,880 Speaker 1: is when we we started meetings, and you know, the 281 00:16:28,360 --> 00:16:31,000 Speaker 1: desire for a break was real and sincere. And there 282 00:16:31,040 --> 00:16:33,760 Speaker 1: were at that point a number of people knocking on 283 00:16:33,960 --> 00:16:37,160 Speaker 1: the door, which is no surprise given the success that 284 00:16:37,240 --> 00:16:43,120 Speaker 1: they'd had, and they were open to taking meanings, but 285 00:16:43,280 --> 00:16:47,640 Speaker 1: not actively pursuing anything. And I think it's as likely 286 00:16:47,680 --> 00:16:50,760 Speaker 1: as not that they wouldn't have done it. And I 287 00:16:51,280 --> 00:16:55,880 Speaker 1: think that lack of we Gotta be on TV is 288 00:16:55,920 --> 00:16:59,760 Speaker 1: part of what's appealing about them, frankly, UM. And I 289 00:16:59,800 --> 00:17:05,159 Speaker 1: think what was really interesting was a little less the 290 00:17:05,200 --> 00:17:07,400 Speaker 1: idea of something built on Fixer Upper, and i'd say 291 00:17:07,400 --> 00:17:12,000 Speaker 1: more than Magnolia Journal probably UM, in that Fixer Upper 292 00:17:12,080 --> 00:17:16,320 Speaker 1: represented one strand of the brand and obviously incredibly important 293 00:17:16,359 --> 00:17:18,960 Speaker 1: and made a lot of other things possible. UM, But 294 00:17:19,080 --> 00:17:21,159 Speaker 1: in terms of the breadth of the stories and and 295 00:17:21,440 --> 00:17:24,480 Speaker 1: the categories in nature of the content, you saw that 296 00:17:24,640 --> 00:17:27,600 Speaker 1: pretty well reflected in Magnolia Journal at that time. So 297 00:17:29,240 --> 00:17:31,439 Speaker 1: you know, maybe not directly, but I think it was 298 00:17:31,520 --> 00:17:35,320 Speaker 1: kind of indirectly one of the inspirations of what is 299 00:17:35,400 --> 00:17:41,600 Speaker 1: a media entity that involves us but is not or 300 00:17:41,760 --> 00:17:46,200 Speaker 1: or even you know, hosted by Chip and Joe. They 301 00:17:46,200 --> 00:17:49,800 Speaker 1: were much more excited about telling other people's stories than 302 00:17:49,840 --> 00:17:52,600 Speaker 1: their own. I mean, I think understanding that that there 303 00:17:52,680 --> 00:17:56,400 Speaker 1: was a real interest in and passion um for their work, 304 00:17:56,440 --> 00:17:58,920 Speaker 1: but I think they are particularly interested in the other stories. 305 00:17:58,920 --> 00:18:02,440 Speaker 1: So I think a lot of entities were coming at them. 306 00:18:02,480 --> 00:18:04,120 Speaker 1: You know, what do you want to do with us? 307 00:18:04,160 --> 00:18:07,479 Speaker 1: And this was, what do you want to build that 308 00:18:07,560 --> 00:18:11,600 Speaker 1: we can help you build your vision beyond just you 309 00:18:11,760 --> 00:18:14,760 Speaker 1: fixing up a house or designing a room. Um. So 310 00:18:15,359 --> 00:18:18,800 Speaker 1: I think that was that got us the second meeting 311 00:18:19,320 --> 00:18:22,040 Speaker 1: and um, and then there were a lot more a 312 00:18:22,080 --> 00:18:25,479 Speaker 1: lot more following that, but um, the idea of building 313 00:18:25,520 --> 00:18:28,080 Speaker 1: something that was beyond Fixer and as as you might suspect, 314 00:18:28,119 --> 00:18:31,280 Speaker 1: I think the audience at that point, when first hearing 315 00:18:31,280 --> 00:18:33,600 Speaker 1: about it, assumed this would be the Fixer upper channel 316 00:18:33,840 --> 00:18:35,800 Speaker 1: or a c t V light or d I Y 317 00:18:35,920 --> 00:18:40,119 Speaker 1: squared and and um, well, again there are elements of 318 00:18:40,160 --> 00:18:45,359 Speaker 1: those things. It's it's broader and it's more multifaceted M 319 00:18:45,840 --> 00:18:47,679 Speaker 1: And I understand that you spent some time in Waco 320 00:18:47,800 --> 00:18:50,440 Speaker 1: really kind of soaking up the soaking up all the 321 00:18:50,680 --> 00:18:53,520 Speaker 1: you know, the on the ground five there. I did 322 00:18:53,600 --> 00:18:57,399 Speaker 1: when I UM left a c t V in two 323 00:18:57,440 --> 00:19:01,400 Speaker 1: to kind of start this process with them. I decided, 324 00:19:01,880 --> 00:19:05,200 Speaker 1: you know, being on the ground UH was important. So 325 00:19:05,560 --> 00:19:07,760 Speaker 1: my kids and my husband we moved to Waco for 326 00:19:07,800 --> 00:19:10,840 Speaker 1: the summer UM. And I think there's just something invaluable 327 00:19:10,880 --> 00:19:15,359 Speaker 1: about walking the halls and having coffee UM with the 328 00:19:15,920 --> 00:19:19,720 Speaker 1: woman who works on social and the UM, some of 329 00:19:19,720 --> 00:19:23,479 Speaker 1: the writers for the magazine, and integrating as much as 330 00:19:23,520 --> 00:19:27,119 Speaker 1: possible because it is, you know, a singular brand with 331 00:19:27,160 --> 00:19:31,040 Speaker 1: a lot of facets, and I wanted it to feel 332 00:19:31,960 --> 00:19:35,520 Speaker 1: as integrated as possible. And I knew that the network 333 00:19:35,560 --> 00:19:40,200 Speaker 1: would really benefit from all these voices, all these experiences, 334 00:19:40,240 --> 00:19:42,880 Speaker 1: all these stories, and and basically a lot of people 335 00:19:42,920 --> 00:19:45,000 Speaker 1: who had worked closely with Chip and Joe for a 336 00:19:45,040 --> 00:19:47,600 Speaker 1: long time so could could help us on a daily 337 00:19:47,640 --> 00:19:51,919 Speaker 1: basis UM get a sense of what was on brand 338 00:19:52,080 --> 00:19:55,199 Speaker 1: what wasn't on brand UM, because in some cases it 339 00:19:55,240 --> 00:19:57,840 Speaker 1: wasn't as obvious as you might think on day one, 340 00:19:58,000 --> 00:20:01,120 Speaker 1: and and we were tackling something so large with they 341 00:20:01,160 --> 00:20:03,239 Speaker 1: like this cabin or not this cabin? Would they like 342 00:20:03,800 --> 00:20:07,040 Speaker 1: this cook or that cook with it? You know? So 343 00:20:07,040 --> 00:20:10,760 Speaker 1: so having a lot of time um with that group 344 00:20:10,880 --> 00:20:13,119 Speaker 1: was was I think helpful to me and helpful to 345 00:20:13,160 --> 00:20:18,560 Speaker 1: our team. Mm hmmmm for sure. And it's really hot 346 00:20:18,560 --> 00:20:22,919 Speaker 1: and way going the summer. I can imagine problem, as 347 00:20:23,000 --> 00:20:28,000 Speaker 1: my kids remind me, probably an unforgettable summer for your family. Sure, 348 00:20:28,600 --> 00:20:32,800 Speaker 1: next time I'm going in the winter. How I was 349 00:20:32,800 --> 00:20:35,879 Speaker 1: curious how much is there a lot of coordination among 350 00:20:36,200 --> 00:20:39,600 Speaker 1: the magazine and their social speeds and the television and 351 00:20:39,640 --> 00:20:42,920 Speaker 1: they're you know, they're they're very active e commerce business. 352 00:20:44,160 --> 00:20:47,200 Speaker 1: They are separate teams, but at the kind of leadership 353 00:20:47,320 --> 00:20:50,040 Speaker 1: level we are meeting on, I mean talking on a 354 00:20:50,119 --> 00:20:54,640 Speaker 1: daily basis. Um. So as you might imagine that the 355 00:20:54,640 --> 00:21:00,920 Speaker 1: theme of a quarterly magazine UM ultimately can hopefully correspond 356 00:21:01,000 --> 00:21:05,159 Speaker 1: to some of what we're doing on air and um, 357 00:21:05,160 --> 00:21:08,040 Speaker 1: you know, items going on the menu at Magnolia Table 358 00:21:08,240 --> 00:21:12,480 Speaker 1: in a certain season. It's it's such a seasonally driven brand. 359 00:21:12,920 --> 00:21:15,480 Speaker 1: And I think that was probably true before the magazine, 360 00:21:15,480 --> 00:21:18,400 Speaker 1: but looking at the magazine coming out quarterly, I think 361 00:21:18,800 --> 00:21:21,840 Speaker 1: Joanna gets a lot of inspiration from the seasons, from 362 00:21:21,840 --> 00:21:26,639 Speaker 1: the change of season UM, and kind of aligning that 363 00:21:26,760 --> 00:21:31,199 Speaker 1: ethos uh with the network. I think it makes it 364 00:21:31,440 --> 00:21:38,240 Speaker 1: all feel more cohesive. Don't touch that podcast dial. We'll 365 00:21:38,280 --> 00:21:42,280 Speaker 1: be right back with more from Magnolia president Alison Page. 366 00:21:47,400 --> 00:21:51,280 Speaker 1: And we're back with more from Magnolia president Alison Page. 367 00:21:52,400 --> 00:21:57,240 Speaker 1: Back to the linear nature of now the new Magnolia. UM. 368 00:21:57,280 --> 00:21:59,560 Speaker 1: I know from talking to Joe, it's really important to her. 369 00:21:59,600 --> 00:22:02,080 Speaker 1: She feel is like that this is an attempt to, 370 00:22:02,640 --> 00:22:06,000 Speaker 1: you know, with this content, to try to facilitate foster 371 00:22:06,200 --> 00:22:11,720 Speaker 1: some multigenerational co viewing around the old fashioned television set. 372 00:22:11,920 --> 00:22:13,879 Speaker 1: Is that something that you guys are tracking. Is that 373 00:22:13,920 --> 00:22:18,840 Speaker 1: a metric that's important to you for Magnolian Network, I'd 374 00:22:18,840 --> 00:22:22,040 Speaker 1: say we're trying to reach the broadest audience possible. UM. 375 00:22:22,080 --> 00:22:24,520 Speaker 1: You know, from an ad sales perspective, there's that there's 376 00:22:24,520 --> 00:22:27,720 Speaker 1: a real focus on adults to fifty four. But I 377 00:22:28,160 --> 00:22:31,840 Speaker 1: think Chip and Joe are more interested in there's interested 378 00:22:31,880 --> 00:22:33,760 Speaker 1: in an eighty year old as a twenty year old, 379 00:22:33,760 --> 00:22:37,560 Speaker 1: as a five year old. UM, and I think they 380 00:22:37,600 --> 00:22:41,520 Speaker 1: are interested in that multi generational experience, and not only 381 00:22:41,560 --> 00:22:48,240 Speaker 1: that but I think having viewers leave feeling empowered and 382 00:22:48,280 --> 00:22:52,879 Speaker 1: inspired and not drained and feeling that so much of 383 00:22:52,960 --> 00:22:57,480 Speaker 1: consuming media can feel draining. Um, And that this be 384 00:22:57,560 --> 00:23:00,280 Speaker 1: a place where maybe you take it literally, maybe you 385 00:23:00,280 --> 00:23:03,000 Speaker 1: don't take it literally, but you watch a gardening show 386 00:23:03,080 --> 00:23:05,960 Speaker 1: and or a painting show, and we have a lot 387 00:23:05,960 --> 00:23:09,080 Speaker 1: of that coming as well. UM. That that you'll go 388 00:23:09,400 --> 00:23:12,960 Speaker 1: try something. And it sounds counterintuitive to hope someone turns 389 00:23:12,960 --> 00:23:16,960 Speaker 1: off television and go and does something, UM, But I 390 00:23:16,960 --> 00:23:19,000 Speaker 1: think that is the hope, and then hopefully you'll come 391 00:23:19,000 --> 00:23:21,399 Speaker 1: back and want to watch something as well. UM. But 392 00:23:21,560 --> 00:23:25,800 Speaker 1: that the idea. We we use the phrase sometimes time 393 00:23:25,800 --> 00:23:30,679 Speaker 1: well spent, and I think that idea invites people in 394 00:23:31,359 --> 00:23:34,639 Speaker 1: and it says there's value in big and small moments, 395 00:23:34,760 --> 00:23:38,159 Speaker 1: that we value your time and if you give it 396 00:23:38,200 --> 00:23:42,840 Speaker 1: to us, will do our best to make it meaningful. Um. 397 00:23:42,880 --> 00:23:46,920 Speaker 1: And again leave you you feeling hopeful and inspired. Would 398 00:23:46,920 --> 00:23:48,680 Speaker 1: you say that in terms of just on a pure 399 00:23:48,680 --> 00:23:52,480 Speaker 1: ad sales basis, would you say that doing business? Are 400 00:23:52,520 --> 00:23:55,560 Speaker 1: we kind of in a post ratings environment? Given that 401 00:23:55,680 --> 00:23:59,199 Speaker 1: you know ratings are so fractional these days, as you 402 00:23:59,280 --> 00:24:03,080 Speaker 1: so magnal, you are you really selling the brand, the environment, 403 00:24:03,280 --> 00:24:06,600 Speaker 1: the you know, for a certain advertiser, you know, you 404 00:24:06,720 --> 00:24:09,600 Speaker 1: just know it doesn't get better than than this couple 405 00:24:09,680 --> 00:24:12,199 Speaker 1: in the world that they build. Do you just kind 406 00:24:12,240 --> 00:24:13,880 Speaker 1: of sell it that way or do you really are 407 00:24:13,920 --> 00:24:17,960 Speaker 1: you still selling the The rating the you know, the 408 00:24:18,000 --> 00:24:21,080 Speaker 1: demo ratings is as small as they are these days. 409 00:24:21,840 --> 00:24:23,960 Speaker 1: Um some of both, but probably more of the latter. 410 00:24:24,200 --> 00:24:27,920 Speaker 1: And I believe that the advertisers most interested in being 411 00:24:27,920 --> 00:24:30,840 Speaker 1: here are interested in being part of it rather than 412 00:24:31,520 --> 00:24:34,760 Speaker 1: m a specific time frame or a specific show or 413 00:24:34,800 --> 00:24:37,840 Speaker 1: specific night, with perhaps the exception of Fix Her Upper 414 00:24:38,480 --> 00:24:42,000 Speaker 1: UM So, I do think there's interest in just being 415 00:24:42,040 --> 00:24:46,160 Speaker 1: associated with the brand. We had advertisers who um partnering 416 00:24:46,200 --> 00:24:49,439 Speaker 1: with us who wanted to wait until January five versus 417 00:24:49,520 --> 00:24:52,000 Speaker 1: January fourth or third or second. And and you know, 418 00:24:52,080 --> 00:24:55,040 Speaker 1: d I I was a from an ads perspective, very 419 00:24:55,080 --> 00:24:59,280 Speaker 1: successful network given its its size um and you know, 420 00:24:59,560 --> 00:25:05,080 Speaker 1: upscale and also family friendly and and but there was 421 00:25:05,400 --> 00:25:09,119 Speaker 1: I think, given interest in ship and John Magnolia UM 422 00:25:09,200 --> 00:25:11,719 Speaker 1: that grew even higher. And it had already been at 423 00:25:11,720 --> 00:25:13,520 Speaker 1: a high place again for a network that is that 424 00:25:13,720 --> 00:25:16,879 Speaker 1: is this size, UM so we see people buying the 425 00:25:16,920 --> 00:25:22,199 Speaker 1: network as much as individual hours or programs. MHM. What 426 00:25:22,359 --> 00:25:24,879 Speaker 1: is your sense about the kind of the bigger picture 427 00:25:24,920 --> 00:25:27,600 Speaker 1: for the linear world. I mean, you know a lot 428 00:25:27,600 --> 00:25:30,240 Speaker 1: of people are saying that there's like a maybe a 429 00:25:30,280 --> 00:25:34,040 Speaker 1: five to ten year timeframe, and it may be, you know, 430 00:25:34,200 --> 00:25:37,960 Speaker 1: the overall audience base might be down into the fifties 431 00:25:38,040 --> 00:25:40,600 Speaker 1: or forty millions. Do you is that your sense as 432 00:25:40,680 --> 00:25:43,680 Speaker 1: a you know, as an industry veteran, I think there's 433 00:25:43,720 --> 00:25:47,280 Speaker 1: no question that that's the direction it's going. I don't 434 00:25:48,400 --> 00:25:51,040 Speaker 1: purport to have an answer on when it would be. 435 00:25:51,359 --> 00:25:53,800 Speaker 1: I probably would have given a different answer of what 436 00:25:53,920 --> 00:25:56,320 Speaker 1: that was five years ago, or three years ago, or 437 00:25:56,560 --> 00:25:58,960 Speaker 1: or even a year ago. And I've I've been really 438 00:25:59,000 --> 00:26:02,719 Speaker 1: struck and given the opportunity to launch and streaming first, 439 00:26:02,800 --> 00:26:06,760 Speaker 1: and and I should say we're very happy with the 440 00:26:06,800 --> 00:26:10,240 Speaker 1: performance there and of nearly three thousand titles on the 441 00:26:10,320 --> 00:26:13,920 Speaker 1: platform and Discovery Plus, Fixer Upper and Magnolia Table where 442 00:26:13,960 --> 00:26:16,640 Speaker 1: two of the top five of all programs on Discovery 443 00:26:16,640 --> 00:26:19,720 Speaker 1: Plus last year. So um, I don't want to take 444 00:26:19,760 --> 00:26:22,640 Speaker 1: anything away from something that is both critical and important 445 00:26:22,680 --> 00:26:25,879 Speaker 1: and a giant piece of the future. And and we 446 00:26:25,920 --> 00:26:29,040 Speaker 1: know people are coming there. But I but I do 447 00:26:29,200 --> 00:26:33,560 Speaker 1: think the streaming environment has that burden of choice that 448 00:26:33,720 --> 00:26:36,639 Speaker 1: is not there for linear, where again you come in 449 00:26:36,720 --> 00:26:39,000 Speaker 1: and turn it on and leave it on. And so 450 00:26:39,200 --> 00:26:43,320 Speaker 1: that's that's very exciting to me that that's one piece 451 00:26:43,359 --> 00:26:45,640 Speaker 1: of what we get to do now. And you're right, 452 00:26:45,680 --> 00:26:49,240 Speaker 1: the ratings are are smaller and smaller, but as someone 453 00:26:49,280 --> 00:26:52,360 Speaker 1: who hasn't had that daily report card for three years now, 454 00:26:52,400 --> 00:26:58,520 Speaker 1: I'm excited. Frankly, um too, there's so much to learn. 455 00:26:58,880 --> 00:27:00,960 Speaker 1: I think of it as listening to the audience, reading 456 00:27:01,119 --> 00:27:03,200 Speaker 1: the ratings every day and seeing, I want to watch 457 00:27:03,240 --> 00:27:05,679 Speaker 1: this show after this show and in four episodes in 458 00:27:05,680 --> 00:27:09,760 Speaker 1: a row is about riot or six episodes, So there's Um. 459 00:27:09,800 --> 00:27:13,280 Speaker 1: There's a lot of art and science, I think in 460 00:27:13,359 --> 00:27:16,440 Speaker 1: linear television, and I've lived in I guess the world 461 00:27:16,480 --> 00:27:19,280 Speaker 1: more of art for a while now, and I'm excited 462 00:27:19,320 --> 00:27:23,800 Speaker 1: to balance those again because um, I'm I'm excited to 463 00:27:23,840 --> 00:27:26,120 Speaker 1: bring people even more of what of what they turn 464 00:27:26,160 --> 00:27:30,040 Speaker 1: out to love the most. How much do you coordinate 465 00:27:30,160 --> 00:27:32,960 Speaker 1: that the scheduling and timing among between how much do 466 00:27:32,960 --> 00:27:35,199 Speaker 1: you plan to coordinate the scheduling and timing among the 467 00:27:35,240 --> 00:27:38,280 Speaker 1: linear and the streaming Do you try to consciously try 468 00:27:38,320 --> 00:27:40,440 Speaker 1: to bring you know, bring people from one to the 469 00:27:40,480 --> 00:27:43,320 Speaker 1: other at a certain times or I don't have the 470 00:27:43,320 --> 00:27:45,480 Speaker 1: answer for that yet, but I think we'll have a 471 00:27:45,520 --> 00:27:48,320 Speaker 1: better answer for you in three months. We're in a 472 00:27:48,400 --> 00:27:51,720 Speaker 1: unique position and that we've premiered a good deal of 473 00:27:51,720 --> 00:27:55,160 Speaker 1: programming since July and a streaming environment, all of which 474 00:27:55,200 --> 00:27:57,480 Speaker 1: we want to get on linear, and we want to 475 00:27:57,520 --> 00:27:59,760 Speaker 1: space out enough as we said earlier that I'm not 476 00:27:59,800 --> 00:28:02,760 Speaker 1: put in four episodes of Restoration Road all premiered on 477 00:28:02,800 --> 00:28:08,440 Speaker 1: a night, UM, so introducing week by week UM individual episodes. 478 00:28:08,520 --> 00:28:11,600 Speaker 1: At some point we'll catch up, you know, We'll we'll 479 00:28:11,960 --> 00:28:15,119 Speaker 1: have put everything on that's there. Will also in the 480 00:28:15,160 --> 00:28:18,800 Speaker 1: meantime have premier news shows, whether it's shows like Main 481 00:28:18,840 --> 00:28:21,920 Speaker 1: Cabin Masters that have been there, or we have acquisitions 482 00:28:21,920 --> 00:28:24,439 Speaker 1: of French Chefs starting next week and this Old House 483 00:28:24,480 --> 00:28:28,800 Speaker 1: and um but also new you don't call the Magnolia 484 00:28:28,800 --> 00:28:31,920 Speaker 1: originals premiering on on the linear I think Down the 485 00:28:32,000 --> 00:28:37,200 Speaker 1: Road and some um simultaneous concurrent titles. So we've got 486 00:28:37,240 --> 00:28:39,960 Speaker 1: a little bit of time, um to sort of catch up, 487 00:28:40,200 --> 00:28:44,000 Speaker 1: if you will. And also we have the benefit um 488 00:28:44,040 --> 00:28:48,840 Speaker 1: of all of the other networks and Discoveries portfolio. Having 489 00:28:48,880 --> 00:28:51,320 Speaker 1: lived through this for a year of what does it 490 00:28:51,360 --> 00:28:54,680 Speaker 1: mean to put what series do you put on Discovery 491 00:28:54,680 --> 00:28:57,080 Speaker 1: plus first? What do you say for linear first? What 492 00:28:57,120 --> 00:29:00,320 Speaker 1: can you do concurrent without about hurting? I there and 493 00:29:00,920 --> 00:29:03,600 Speaker 1: I'm truly I'm excited to see what we can learn 494 00:29:03,800 --> 00:29:06,000 Speaker 1: being in both platforms because I feel like we have 495 00:29:06,120 --> 00:29:09,480 Speaker 1: some insight into one piece of the puzzle and now 496 00:29:09,520 --> 00:29:13,400 Speaker 1: we're just we're getting the other pieces put in. So 497 00:29:14,080 --> 00:29:18,120 Speaker 1: UM and if if I'm good to share, we got. 498 00:29:18,400 --> 00:29:20,800 Speaker 1: I asked for raisings that came in thirty minutes before 499 00:29:20,840 --> 00:29:24,000 Speaker 1: you before we got to talk today, so we have today. 500 00:29:25,080 --> 00:29:28,920 Speaker 1: It's just in UM, which is that Magnolia ranked as 501 00:29:28,960 --> 00:29:31,600 Speaker 1: a top twenty five cable network on Wednesday, we were 502 00:29:31,680 --> 00:29:35,560 Speaker 1: number twenty three UM and just first comparison to put 503 00:29:35,600 --> 00:29:38,040 Speaker 1: that in some context, d O I finished one is 504 00:29:38,040 --> 00:29:41,920 Speaker 1: the number sixty two cable network, so that gives some 505 00:29:41,920 --> 00:29:45,040 Speaker 1: some idea of moving from six two to twenty three. UM. 506 00:29:45,120 --> 00:29:47,760 Speaker 1: We also among I was excited. The two of them 507 00:29:47,800 --> 00:29:51,440 Speaker 1: together have about twenty million social media followers, so that 508 00:29:51,520 --> 00:29:55,520 Speaker 1: does count for something that helped Oh no, it helped 509 00:29:55,960 --> 00:29:58,840 Speaker 1: UM for all of yours eighteen plus. We were top 510 00:29:58,880 --> 00:30:03,200 Speaker 1: ten cable network for the night UM and then last Night, 511 00:30:03,280 --> 00:30:07,520 Speaker 1: which was also encouraging. Lost Kitchen UM premiered to ratings 512 00:30:07,520 --> 00:30:09,720 Speaker 1: that were three times as high as the prior six 513 00:30:10,000 --> 00:30:14,480 Speaker 1: six weeks average for the Thursday nine pm time period UM, 514 00:30:14,520 --> 00:30:17,000 Speaker 1: and Thursday Night was up the whole night, uh, more 515 00:30:17,040 --> 00:30:21,280 Speaker 1: than two over the prior six weeks, So very early days. 516 00:30:21,680 --> 00:30:24,200 Speaker 1: I don't want to get ahead of ourselves, but having 517 00:30:24,320 --> 00:30:28,360 Speaker 1: that data coming in UM, you know overnight is is exciting, 518 00:30:28,440 --> 00:30:31,760 Speaker 1: encouraging and again feels like the piece we didn't yet have. 519 00:30:32,360 --> 00:30:35,880 Speaker 1: And getting to put that against both performance on Discovery 520 00:30:35,880 --> 00:30:38,120 Speaker 1: Plus and and the app UM and adding it in 521 00:30:38,240 --> 00:30:42,040 Speaker 1: is we see the bigger picture. We reach the broadest 522 00:30:42,040 --> 00:30:45,080 Speaker 1: audience possible UM, and I think then we start to 523 00:30:45,920 --> 00:30:51,120 Speaker 1: build a strategy around what goes where when. Yeah, and 524 00:30:51,120 --> 00:30:53,120 Speaker 1: a lot and a lot of opportunity. You've got a 525 00:30:53,120 --> 00:30:57,600 Speaker 1: lot of real estate for experimentation. Yes, are there international 526 00:30:57,680 --> 00:31:00,640 Speaker 1: iterations of Magnoly coming. Of course, Discover plus is a 527 00:31:00,680 --> 00:31:04,760 Speaker 1: global is you know, destined to be a global platform. Yes, 528 00:31:04,840 --> 00:31:09,120 Speaker 1: it is. In the process of of UM being in 529 00:31:09,320 --> 00:31:12,600 Speaker 1: lots of places. It's interesting. We get a lot of 530 00:31:12,640 --> 00:31:18,480 Speaker 1: consumer questions and demand, particularly from Canada, the UK, Australia, UM, 531 00:31:18,560 --> 00:31:22,480 Speaker 1: and we Discovery Plus now is in Canada and Brazil 532 00:31:22,720 --> 00:31:24,840 Speaker 1: and the UK and a number of other markets, and 533 00:31:25,440 --> 00:31:28,560 Speaker 1: UM you see that largely for us, the visibility is 534 00:31:28,560 --> 00:31:31,680 Speaker 1: really on on social UM and even customer service where 535 00:31:31,680 --> 00:31:33,640 Speaker 1: people are writing in and calling in and saying like, 536 00:31:33,720 --> 00:31:36,960 Speaker 1: I want to see this content and I'm excited. I 537 00:31:36,960 --> 00:31:40,800 Speaker 1: don't know how to anticipate what we'll do where seeing 538 00:31:41,000 --> 00:31:44,440 Speaker 1: seeing how important kind of local programming is in different markets, 539 00:31:44,800 --> 00:31:47,480 Speaker 1: but also thinking I think we have a lot of 540 00:31:47,480 --> 00:31:53,440 Speaker 1: stuff that UM that will be will be consumed and 541 00:31:53,480 --> 00:31:56,400 Speaker 1: loved UM and lots of different places. And we've seen 542 00:31:56,440 --> 00:32:00,280 Speaker 1: some of that just with UH Fixer Upper and other 543 00:32:00,400 --> 00:32:03,480 Speaker 1: home and food programming. UM. That's that's been distributed around 544 00:32:03,480 --> 00:32:05,880 Speaker 1: the world by Discovery for for quite a while. Also, 545 00:32:06,000 --> 00:32:08,960 Speaker 1: let me ask you one personal question. What was it? UH? 546 00:32:09,520 --> 00:32:11,640 Speaker 1: What was what would you say look back in your career, 547 00:32:11,800 --> 00:32:16,560 Speaker 1: what was the breakthrough moment or the job or the 548 00:32:16,600 --> 00:32:21,400 Speaker 1: experience that got you to where you are now? I 549 00:32:21,440 --> 00:32:28,160 Speaker 1: would say it was being a broadcast associate at CBS 550 00:32:28,240 --> 00:32:31,440 Speaker 1: News Sunday morning. I had been at a different part 551 00:32:31,480 --> 00:32:35,000 Speaker 1: of CBS UM and News Productions, which which made programming 552 00:32:35,040 --> 00:32:38,000 Speaker 1: largely for Cable when I enjoyed that too. UM, but 553 00:32:38,160 --> 00:32:41,080 Speaker 1: Sunday Morning was the first staff job that I had. UM, 554 00:32:41,160 --> 00:32:44,400 Speaker 1: so I was exciting to get health benefits and and 555 00:32:44,840 --> 00:32:47,640 Speaker 1: uh and more than that, I just I loved the 556 00:32:47,800 --> 00:32:53,400 Speaker 1: show and I realized I'm in the right place there. 557 00:32:53,440 --> 00:32:57,560 Speaker 1: And what I mean by that is positive programming that 558 00:32:57,640 --> 00:33:02,640 Speaker 1: inspires and makes you feel more been fuzzy and um 559 00:33:02,680 --> 00:33:06,080 Speaker 1: just a lot of smart people and a really big 560 00:33:06,200 --> 00:33:09,720 Speaker 1: range of of of kinds of stories. And I got 561 00:33:09,720 --> 00:33:12,360 Speaker 1: a call in two thousand and one about a job 562 00:33:12,360 --> 00:33:15,600 Speaker 1: at Food Network, which I wasn't looking to move, but 563 00:33:15,680 --> 00:33:18,040 Speaker 1: at the same time, I will I'll say, those Saturday 564 00:33:18,120 --> 00:33:19,960 Speaker 1: nights and Sunday mornings at four you, I mean, those 565 00:33:20,000 --> 00:33:22,560 Speaker 1: are UM tough. And I thought I could do this 566 00:33:22,600 --> 00:33:23,720 Speaker 1: for a while, but I don't know if I want 567 00:33:23,720 --> 00:33:25,280 Speaker 1: to do it in twenty years, and maybe I should 568 00:33:25,320 --> 00:33:28,840 Speaker 1: try this. And I got to Food Network and um 569 00:33:28,920 --> 00:33:31,400 Speaker 1: September eleven happened about a month and a half later, 570 00:33:31,560 --> 00:33:34,880 Speaker 1: and UM, I came in to work that day and 571 00:33:34,920 --> 00:33:38,920 Speaker 1: I had this feeling of what am I doing? I 572 00:33:38,920 --> 00:33:42,080 Speaker 1: think I'm supposed to be at news and kind of 573 00:33:42,120 --> 00:33:44,520 Speaker 1: out doing. You know, people went home at five o'clock 574 00:33:44,560 --> 00:33:48,520 Speaker 1: and um, it was a different environment. And I remember 575 00:33:48,600 --> 00:33:51,440 Speaker 1: next week reading something. We actually got letters, some letters 576 00:33:51,480 --> 00:33:56,160 Speaker 1: at the time of people feeling such appreciation for the 577 00:33:56,280 --> 00:33:59,520 Speaker 1: comfort food um if you will, that food network was 578 00:33:59,560 --> 00:34:03,040 Speaker 1: provide ing and essentially putting on a different pair of 579 00:34:03,040 --> 00:34:05,600 Speaker 1: glasses for myself, and realizing this was a good fit 580 00:34:05,680 --> 00:34:08,560 Speaker 1: for me too. And then same with h G TV 581 00:34:08,880 --> 00:34:12,120 Speaker 1: and in and in some ways, Magnolia for me feels 582 00:34:12,120 --> 00:34:15,200 Speaker 1: a little bit like uh, like Sunday Morning did just 583 00:34:15,680 --> 00:34:20,360 Speaker 1: such a broad range of I just I love hearing 584 00:34:20,840 --> 00:34:26,560 Speaker 1: how much people love it and the inspiration and joy 585 00:34:26,840 --> 00:34:29,799 Speaker 1: and warmth it gives to them, and and realize that 586 00:34:29,840 --> 00:34:33,239 Speaker 1: there's a lot of kind of programming um that is 587 00:34:33,239 --> 00:34:37,160 Speaker 1: a good fit for me, but that that really was 588 00:34:37,320 --> 00:34:40,600 Speaker 1: born at Sunday Morning. Alice and Page, thank you so 589 00:34:40,680 --> 00:34:43,000 Speaker 1: much for taking time out from launching a network to 590 00:34:43,080 --> 00:34:46,520 Speaker 1: talk to us about one of my favorite subjects, Magnolia 591 00:34:46,719 --> 00:34:51,719 Speaker 1: and the good world that comfort food television can mean 592 00:34:51,880 --> 00:34:55,080 Speaker 1: and bring to people. I am I am a devoted practitioner, 593 00:34:55,440 --> 00:34:57,799 Speaker 1: and I really appreciate your time and all your good 594 00:34:57,840 --> 00:35:00,359 Speaker 1: work over the years. Thank you Cynthia, The has been 595 00:35:00,440 --> 00:35:09,440 Speaker 1: so much fun. Thanks for listening, Please leave us a 596 00:35:09,480 --> 00:35:12,320 Speaker 1: review at Apple Podcasts. We love to hear from listeners, 597 00:35:12,520 --> 00:35:14,640 Speaker 1: and don't forget to Tune in next week for another 598 00:35:14,680 --> 00:35:16,920 Speaker 1: episode of Strictly Business m