It was Donev's second application to the top position of the film institution following a January election, when none of five candidates was chosen. This time the Minister of Culture decided to discharge the acting director Alexander Grozev from the leading position and to officially nominate Donev for a five year mandate.

Donev was editor in the Sofia based "Kino" magazine and worked in publishing and book sales before taking over the management of the 17 screens of the now-defunct exhibition company Sofia Film. He also worked as media planner at the Alexandra distribution group, as head of selection at the Bulgarian National Television, as marketing consultant at the Camera Film production company and as manager of the Bulgarian distribution company.

Expectations over Donev's appointment are high among the Bulgarian film community, particularly the hope that he can convince a new government (after the July 5 elections) to move forward on an urgently needed film fund plan. Bulgarian filmmakers believe it a necessary step in order to avoid dependence on insufficient public subsidies and occasional TV co-production participation. New film and TV legislation is to be executed in the near future in common with the introduction of transparent and efficient rules.

Donev, who took up the post on June 1, promised "positive changes" to help growth of the Bulgarian film industry and art of cinema.