Cissi Elwin, a 40-year old journalist who hasbeen the editor-in-chief at Sweden's largest weekly magazine, Ica-Kuriren, was appointed the new CEO ofthe Swedish Film Institute (SFI) on Friday. Elwin takes over the position in May after predecessor Ase Kleveland returns to her native Norway where she will be the CEO of Rikskonsertene.

The appointment of Cissi Elwin was somewhatsurprising. To the Swedish people, she is best known as a television host andproducer at Sveriges Television. However, her most recent position was as ajournalistic director at Forma Publishing Group, one of Sweden's largestpublishing houses.

"I have studied some film history and go tothe cinema often, but I'm not a film expert. But the institute is full ofpeople who know a lot about film," Cissi Elwin commented in an interview withnews agency TT Spektra.

The SFI was founded in 1963 to promote and support the Swedish film industry,allocating grants for production and distribution. Their operations areregulated by an agreement between the government and the film industry.