Mamamia Women's Network (MWN) has announced that Shelly Horton will be the host and producer of its soon to be launched Mamamia TV.
Horton, is the former editor at large of the Sun Herald’s entertainment section, has worked for Fairfax's Life&Style and is a regular commentator on Channel 7. She has also reported for a number of ABC radio and TV programs and co-hosted a digital web series called healthMEtv.
In her new role Horton will be responsible for creating snackable TV-style content for the web as well as contributing to its written content. She will also maintain her commitments on Channel 7's Sunrise and the Morning Show on behalf of the MWN.
MWN's editor in chief Jamila Rizvi said Horton's appointment takes staff numbers to more than 75 people, with 16 starting in January alone.
“Our audience of millions of Australia women have made it clear to us that video content on demand is what they want,” Rizvi said.
“We will be transferring our intimate knowledge of what makes women click from the written to the video space and with her extensive hosting and producing experience, Shelly is the perfect person to help us do that.”
Horton's remit will also extend to writing and podcast commentator within the network, including soon-to-be-launched site for women 40+ Debrief Daily.
MWN sale director Kylie Rogers said the launch of Mamamia TV is “a big one for us.”
“Quality scalable engaging video content is scare 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,” Rogers said.
Speaking to AdNews at the tail end of last year, Rogers said that unlike other media companies, Mamamia isn't having to shift to understand digital or what women want out of content, as the network is already there.
She said the extension of the platform to TV is due to demand.
“Two years ago we were getting 20,000 unique browsers a day, most days we’re getting 420,000 a day,” Rogers said.
“We have three great sites, with a fourth coming, and I particularly want to start allowing our audience to start engaging those sites through multi-platform opportunities.”
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