Veselinovič has headed the STA since April 2009. He was initially appointed by the government, but under the act on the STA passed in 2011 the appointment powers were vested in the newly formed supervisory board, which appointed him for a five-year term in December 2011.

Efforts to preserve the agency's position as a key information source in the country and ongoing adaptation to the trends in the media industry were highlighted by Veselinovič as priorities in a statement circulated by the supervisory board.