Shelly Horton to lead Mamamia TV which will launch in quarter one
Former editor-at-large for the Sun Herald’s entertainment section Shelly Horton has been announced as the host and producer of Mamamia TV which is set to launch early this year.
Horton, who was one of the launch presenters on Seven Network’s internet TV play Healthy Me TV, will be responsible for expanding on The Mamamia Women’s Network’s (MWN) BY producing original short form video.
She will create “snackable” TV style content for the web in the form of mini-series covering a variety of topics from news and current affairs to fashion, parenting and entertainment.
When asked on an official launch date MWN editor in chief Jamila Rizvi told Mumbrella: “It will be coming soon, I imagine we’ll probably be launching first quarter this year. We’re still just staffing up Shelly and giving her the scope to build her own team.
“It’s going to be a really exciting initiative. We’ve found that online our audience are telling us they are enjoying original video content from Mamamia whether or not its native video content or editorial led. We want to scale up and give them more of it.”
On what the Mamamia TV team will look like Rizvi said:”At this stage we’ll be seeing what works best for her. We’re working with the shooting and editing guys and bringing in talent for particular series.
“MWN TV will involve series of sometimes 4 videos, sometimes up to 12 and 16 short videos in a series and we’ll be bringing the right person on to host. Sometimes it will be Shelly, sometimes it will be using someone external or someone else from within the network depending on what we think suits the series best.
“The topics that we’ll cover will roughly be in line with the sorts of pillars that we have across the Mamamia Women’s Network – health, beauty, conversation, politics, opinion, a little bit of everything.
The content will be housed on the MWN YouTube channel, Rizvi said “and then pushed out through the relevant websites within our network”.
Horton joined the team on Monday, with Rizvi saying “She’s hit the ground running.
“She had her first written piece go up last night. She’ll be working across the network, mostly on video content, but we’ll definitely be using her in podcasts and her great opinion writing skills as well.”
Horton has previously worked for Fairfax’s Life&Style, been a regular commentator on Channel 7, reported for a number of ABC radio and TV programs, was as a producer on A Current Affair and was editor-at-large for the entertainment section S in the Sun Herald.
MWN Sales Director Kylie Rogers said in a statement: “This is a big one for us and it’s something clients have been asking us to do for a long time. Quality scalable engaging video content is scarce right now, and we’ll now be able to meet the demands of our advertisers through Mamamia TV, with integrated branded opportunities and simple pre-roll.”
The appointment of Horten takes overall staff numbers over 75 people across three states, with 16 new staff members beginning this month.
On the appointment Horton said: “I’m beyond excited to be joining the Mamamia Women’s Network. I’m passionate about creating video content that will inform and entertain, as well as spark conversations. I’m not afraid of controversy and tackling sensitive topics, so it certainly won’t be dull.”
The appointment comes as Mamamia prepare to officially launch new spin-off site Debrief Daily with Bauer Media taking Mamamia to court over the similarity of the name with its site The Debrief which launched in the UK in February 2013.
Miranda Ward
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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Wait, so Shelley will be doing video advertorials? Is that really what people want to watch?
I guess on the plus side, the new layout is quite terrible on the site, so people probably won’t find the ads.
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Congratulations Mamamia on securing one of Australia’s most talented, versatile and true journalists. Shelly’s experience and acumen will stand you in good stead as you enter the next dynamic phase of your business plan. Shelly’s strength in authentic story telling is her strength. You must be thrilled to have her on board. We are.
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