Discovery US Hispanic has signed a multi-year deal with home-improvement retailer Lowe’s, through which the latter will provide exclusive home-improvement content for the factual broadcaster’s portfolio of channels.
The main focus of the partnership will be Spanish-language channel Hogar de HGTV, but Lowe’s will also have exclusivity in the home-improvement category across channels including Discovery en Español and Discovery Familia.
Lowe’s will be integrated into select Discovery US Hispanic original productions throughout 2021. Key original titles include Hogar Stars, in which passionate home designers put their skills to the test through a series of creative challenges as they aim to impress expert judges and win their very own Hogar de HGTV show.
Also in the line-up are Diseñador En Casa, a self-shot series helping families complete their home remodelling projects, and Fix My Fail, where home experts save the day when DIY projects go wrong. Lowe’s will also be incorporated into upcoming Hogar de HGTV digital-first shows, including Living Green and Our Family (Nuestra Familia).
The partnership will include the launch of a jointly created website where Hispanic renovation enthusiasts can find information and inspiration to bring their visions to life. Discovery US Hispanic will also provide custom DIY and home-related videos to be used on Lowe’s social media platforms.