Veteran journalist John Ferri has been appointed to the newly created position of VP current affairs and documentaries at TVO, effective May 5.

“I’ve spent a very long career striving to tell great stories. I’ve done it with many large teams – investigative, multimedia, special projects – and they tell great stories at TVO,” Ferri told Playback Daily.

Before joining TVO, Ferri was most recently the digital editor at the Toronto Star and responsible for the management and direction of thestar.com. In his new role with TVO, Ferri will be responsible for using the network’s current affairs programs to connect and engage with viewers in the digital realm.

“The trick is to create a two-way conversation – to not be broadcasting, but to actually be talking and having people talk back,” Ferri said.

In addition to his work with the Toronto Star, Ferri also worked at managing editor at the digital startup Openfile.ca.

While TVO plans to use more conventional methods like social media to engage audiences online, the network is looking to experiment when it comes to how to best connect to viewers over digital media, Lisa de Wilde, CEO of TVO told Playback Daily.

“It really is a time of exploration and testing and really seeing what we can do that increases impact and increases reach,” Wilde said.