diff --git a/src/Umbraco.Core/PublishedContentHelper.cs b/src/Umbraco.Core/PublishedContentHelper.cs
index 1e7fc1ef18..8a3242c831 100644
--- a/src/Umbraco.Core/PublishedContentHelper.cs
+++ b/src/Umbraco.Core/PublishedContentHelper.cs
@@ -5,6 +5,7 @@ using System.Linq;
 using System.Xml.Linq;
 using Umbraco.Core.Configuration;
 using Umbraco.Core.Dynamics;
+using Umbraco.Core.Models;
 using Umbraco.Core.PropertyEditors;
 using Umbraco.Core.Services;
 
@@ -43,8 +44,9 @@ namespace Umbraco.Core
         /// <param name="applicationContext"></param>
         /// <param name="docTypeAlias"></param>
         /// <param name="propertyAlias"></param>
+        /// <param name="itemType"></param>
         /// <returns></returns>
-		internal static Guid GetDataType(ApplicationContext applicationContext, string docTypeAlias, string propertyAlias)
+        internal static Guid GetDataType(ApplicationContext applicationContext, string docTypeAlias, string propertyAlias, PublishedItemType itemType)
         {
             if (GetDataTypeCallback != null)
                 return GetDataTypeCallback(docTypeAlias, propertyAlias);
@@ -52,7 +54,19 @@ namespace Umbraco.Core
             var key = new Tuple<string, string>(docTypeAlias, propertyAlias);
             return PropertyTypeCache.GetOrAdd(key, tuple =>
                 {
-                    var result = applicationContext.Services.ContentTypeService.GetContentType(docTypeAlias);
+                    IContentTypeComposition result = null;
+                    switch (itemType)
+                    {
+                        case PublishedItemType.Content:
+                            result = applicationContext.Services.ContentTypeService.GetContentType(docTypeAlias);                            
+                            break;
+                        case PublishedItemType.Media:
+                            applicationContext.Services.ContentTypeService.GetMediaType(docTypeAlias);
+                            break;
+                        default:
+                            throw new ArgumentOutOfRangeException("itemType");
+                    }
+                    
                     if (result == null) return Guid.Empty;
                     
                     //SD: we need to check for 'any' here because the collection is backed by KeyValuePair which is a struct
diff --git a/src/Umbraco.Tests/PublishedContent/PublishedMediaTests.cs b/src/Umbraco.Tests/PublishedContent/PublishedMediaTests.cs
index 2086b9b5d0..efa50075bf 100644
--- a/src/Umbraco.Tests/PublishedContent/PublishedMediaTests.cs
+++ b/src/Umbraco.Tests/PublishedContent/PublishedMediaTests.cs
@@ -3,6 +3,7 @@ using System.Collections.Generic;
 using System.Diagnostics;
 using System.IO;
 using System.Text.RegularExpressions;
+using System.Web;
 using System.Xml.Linq;
 using System.Xml.XPath;
 using Examine;
@@ -16,6 +17,7 @@ using Umbraco.Core.Configuration;
 using Umbraco.Core.Models;
 using Umbraco.Core.PropertyEditors;
 using Umbraco.Tests.TestHelpers;
+using Umbraco.Tests.TestHelpers.Entities;
 using Umbraco.Tests.UmbracoExamine;
 using Umbraco.Web;
 using Umbraco.Web.PublishedCache;
@@ -68,6 +70,38 @@ namespace Umbraco.Tests.PublishedContent
             return GetNode(id, GetUmbracoContext("/test", 1234));
         }
 
+        [Test]
+        public void Get_Property_Value_Uses_Converter()
+        {            
+            var mType = MockedContentTypes.CreateImageMediaType();
+            //lets add an RTE to this
+            mType.PropertyGroups.First().PropertyTypes.Add(
+                new PropertyType(new Guid(), DataTypeDatabaseType.Nvarchar)
+                    {
+                        Alias = "content", 
+                        Name = "Rich Text",
+                        DataTypeDefinitionId = -87 //tiny mce
+                    });
+            ServiceContext.ContentTypeService.Save(mType);
+            var media = MockedMedia.CreateMediaImage(mType, -1);
+            media.Properties["content"].Value = "<div>This is some content</div>";
+            ServiceContext.MediaService.Save(media);
+
+            var publishedMedia = GetNode(media.Id);
+
+            var propVal = publishedMedia.GetPropertyValue("content");
+            Assert.IsTrue(TypeHelper.IsTypeAssignableFrom<IHtmlString>(propVal.GetType()));
+            Assert.AreEqual("<div>This is some content</div>", propVal.ToString());
+
+            var propVal2 = publishedMedia.GetPropertyValue<IHtmlString>("content");
+            Assert.IsTrue(TypeHelper.IsTypeAssignableFrom<IHtmlString>(propVal2.GetType()));
+            Assert.AreEqual("<div>This is some content</div>", propVal2.ToString());
+
+            var propVal3 = publishedMedia.GetPropertyValue("Content");
+            Assert.IsTrue(TypeHelper.IsTypeAssignableFrom<IHtmlString>(propVal3.GetType()));
+            Assert.AreEqual("<div>This is some content</div>", propVal3.ToString());
+        }
+
         [Test]
         public void Ensure_Children_Sorted_With_Examine()
         {
@@ -339,7 +373,6 @@ namespace Umbraco.Tests.PublishedContent
             Assert.AreEqual(mChild1.Id, publishedSubChild1.Parent.Id);
         }
 
-
         [Test]
         public void Ancestors_Without_Examine()
         {
diff --git a/src/Umbraco.Web/PublishedContentExtensions.cs b/src/Umbraco.Web/PublishedContentExtensions.cs
index a6655c55ce..b36a9d7880 100644
--- a/src/Umbraco.Web/PublishedContentExtensions.cs
+++ b/src/Umbraco.Web/PublishedContentExtensions.cs
@@ -153,7 +153,10 @@ namespace Umbraco.Web
 
 			//Here we need to put the value through the IPropertyEditorValueConverter's
 			//get the data type id for the current property
-			var dataType = PublishedContentHelper.GetDataType(ApplicationContext.Current, doc.DocumentTypeAlias, alias);
+			var dataType = PublishedContentHelper.GetDataType(
+                ApplicationContext.Current, doc.DocumentTypeAlias, alias, 
+                doc.ItemType);
+
 			//convert the string value to a known type
 			var converted = PublishedContentHelper.ConvertPropertyValue(p.Value, dataType, doc.DocumentTypeAlias, alias);
 			return converted.Success