After being just as much a part of Cleo as their Bachelor of the Year awards, Rachael Mannell surprised the industry last year when she made the decision to pack up her beauty bag for a change of scenery. Earlier this month, we found out exactly what that new scenery” was - becoming the beauty health editor and presenter for healthyMEtv. To discover everything about this new venture and why she decided to get into the online digital platform, we tracked down the beauty expert for a one-on-one chat.
What have you been getting up to since leaving Cleo?
I tried to take a break as I hadn’t had time between jobs in 20 years. I’ve been in talks with healthyMEtv since January about launching the Beauty Health category, so that’s kept me busy on top of other freelance work (and going to the beach). I thought I’d spend more time catching up with friends but motherhood seemed to fill up the days.
Can you tell me about your new role at healthyMEtv?
I’m presenting on the channel but also working with the editorial team to shape the beauty health category and what we want it to be.
What appealed to you about the healthyMEtv channel?
This channel is creating a digital resource of high quality video that you can’t find anywhere in Australia. I wanted to be part of it.
Why did you decide to branch into online TV?
It allows me to tell the beauty health story through an exciting new medium.
Have you done much on-screen work before?
Yes, and I feel very comfortable presenting. It’s a nice change getting out from behind a desk. I just need to remember to keep my chin down!
How does producing content for this medium differ from written content?
It makes the editor/presenter far more prevalent in the story but also far more vulnerable. Sometimes you can hide behind words, but it’s very difficult to hide when you’re in the video.
Does this give you more opportunity to cover beauty topics?
Yes, because this medium is always on. Magazines are monthly or weekly, your article has one shot at doing what you need it to do. healthyMEtv can be found anytime, anywhere, so we have a chance to continue to talk about topics long after the video is published.
What type of audience will you be aiming your content at?
healthyMEtv is only five months old but we know that women are the most health-conscious and tend to want information for themselves, their friends, their partners and their families. So we are doing well in bringing a wide range of women demographics to the channel.
Is producing content for online TV similar to producing content for mainstream television?
It’s actually the same. Everything we produce is created for HD TV broadcast.
With rumours that print is on the decline, was this your way of ensuring you are one step ahead when it comes to new media?
It’s no secret magazines have been cost and job cutting for a while now, which makes it harder for remaining staff. Many factors came into play of me joining the healthyMEtv team though…
Will you continue to be involved in print endeavours?
Yes of course, as I am able to freelance in conjunction with presenting for healthyME. I have just had two stories published in SHOP magazine. I also have plans in motion to write and style beauty for a new app but I can’t reveal much about that yet.
Is online TV set to become a big platform in media?
Absolutely.
Is healthyMEtv looking to compete with vloggers?
No, the channel loves them and wants to work with them. healthyMEtv is a broadcaster and always looking to work with anyone who can bring value to the channel and our audience.
Will online TV also look to compete against mainstream television?
Not really. In fact the team do not see a difference in what is called mainstream TV and digital/online TV. They make content. For them, there is no difference whether that content is on Channel 7 or on someone’s mobile phone. They view content as the key and being able to self-broadcast makes the path to the audience something they can control themselves. It’s more a case of choosing the best broadcaster to find the audience - sometimes that’s TV and sometimes that’s online. Besides, if you have a smart TV you can watch all of my segments on it as long as you are connected to the Internet.
Would you consider moving into a mainstream television career?
Right now I am happy exactly where I am. I needed a change and this new job gives me everything I wanted when I left magazines. I feel valued, challenged and I am using every skill I’ve gained over two decades. Most importantly, I will have more time to spend with my beautiful son. Someone pinch me.
Instagram: @rachaelmannell, Twitter: .
Mannell is also available for freelance work.
