What’s happening: Tim McGraw, the country music star and Yellowstone spinoff 1883 actor, is planning to launch a media company called Down Home located in Nashville that appeals to “everyday Americans.” It will be backed by production company Skydance, which recently produced the box-office hit Top Gun: Maverick.

What kind of content will it make? McGraw plans to connect his background in country music with the kinds of stories he wants Down Home to tell: “honest vignettes of life and family and community.” The company already has two scripted series in development by the same producers from Top Gun: Maverick.

Why it matters: Americans are hungry for more traditional entertainment. Hollywood has long been pushing progressive content into big studio pictures, such as Lightyear and Strange World, with the result often being weak box office returns and controversy. Meanwhile, films that have championed traditional American values like faith and bravery, such as Jesus Revolution, Top Gun: Maverick, and most recently, The Super Mario Bros. Movie, have resulted in strong box office numbers and positive reviews from audiences.

Big picture: America’s entertainment industry is hardly the only institution that has become dominated by progressive ideology. It’s right there with higher education, corporate America, Big Tech, and Wall Street. Some approach these issues by attempting to fix institutions from the inside. Others create competing alternatives in order to drive progressivism out of the market. This is a case of the latter.