Kai Gniffke has been elected to succeed Peter Boudgoust as the new director general of German Member Südwestrundfunk (SWR). 

On his appointment Kai said that SWR must become the number 1 innovation driver by developing new video formats, collaborating with start-ups and enhancing the broadcaster's digital channels and social media.

He has also set the goal of creating a 50:50 gender balance within the SWR management during his 5-year mandate.

58-year-old Gniffke was previously the editor-in-chief of ARD Aktuell in Hamburg with responsibility for the broadcasts Tagesschau and Tagesthemen.

His began his career in public service broadcasting in the early 1990s at the former Southwest Radio (SWF).