While Jeff Groenewald will take the helm at “Context,” Lorna Dueck remains as host and executive producer. Pictured above, Lorna Dueck interviews Dr. Blake Martin. Photo courtesy of “Context with Lorna Dueck”

A shift in Context: Christianity’s voice in secular media

“We have developed a media voice in our country that represents Christianity, and we take that very seriously.”

TORONTO, ON—One of Canada’s premiere faith-based television programs is seeing some exciting shifts in focus.

Context with Lorna Dueck” announced in April that Jeffrey L. Groenewald would take on the role of president and CEO, while “Context” founder Lorna Dueck continues as host and executive producer.

The weekly program explores current events from a Christian perspective.

“My focus is going to shift into a greater ability to dig into the journalistic tasks,” says Dueck. “I’m happy to be able to think deeper and act faster on responding to story.”

Dueck says her strengths are better suited to serving as executive producer so she can focus more on sourcing stories and planning for guests. She hopes for continued media discussions with secular broadcasters to help stir people to think deeply about what Christian practice means in their lives.

“I just finished my sixth interview over the last few days with secular media outlets that are interested in ‘Context’s’ opinion on the Supreme Court Ruling on prayer (in municipal gatherings), and why I held the view that this is not the end of our spiritual life in Canada,” she says.

“I know we have developed a media voice in our country that represents Christianity, and we take that very seriously.”

“Context” has covered many culture-shaping issues, from homelessness to the Junos, Chris Hadfield to prayer, assisted suicide to religious violence, to Ebola and thankfulness…and much more. Dueck is encouraged that viewers have come to understand their faith better, bringing it to other areas of their lives and living it out in love.

“I hope we can continue to be a listening post that helps gather and explain how God’s love is lived out in our world,” Dueck says. “We want to attract larger audiences and have bigger impact. We’d also love to increase our marketing capacity; it’s such an overcrowded media field, it takes a lot of focus on promotion to get your message through the clutter.”

Groenewald is also encouraged by the show’s plans for the future.

“I see us growing our audiences and growing our impact in the days ahead,” Groenewald says. “And it’s really going to be a privilege for me to lead the staff, the board, the donors forward into a new time of impact and increase for Context.”

Groenewald says they are seeking new ways to produce digital media that will engage new and different audiences. They are excited about the ability to measure audience engagement, which will allow them to learn more about their viewers and produce more stories that will impact people.

“Canada is a nation of many faiths and, increasingly, people of no faith,” Groenewald says. “We believe that our media project can help all Canadians learn to live well in this reality, and at the same time, to influence the policies, attitudes and practices we live with every day.”

To learn more about Context, go here.

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