Peter Westerholm is the Content Development Manager at the News and Sports department at Yle, Finland’s national public service media broadcaster, where he has become a leading voice in digital transformation. Known for his ability to bridge the gap between traditional journalism and next-generation media, Peter specializes in crafting content that resonates with modern, mobile-first audiences. Throughout his career, Peter has consistently pushed the boundaries of how public service media engages with the public. Most recently, he has been a driving force behind Yle’s vertical feed, designed to bring high-quality journalism into the fast-paced, vertical video formats favored by younger demographics on Yles own platforms. By blending creative experimentation with a deep understanding of platform-specific storytelling, Peter focuses on making news and culture both accessible and impactful. Peters work is defined by a commitment to innovation and a relentless curiosity about the future of the media landscape, especially how the Public Service Media can be a strong and realiable voice in tomorrows noisy media landscape.