I think before jumping into iTunes U, UAL really needs to have a plan/strategy for how it manages its internal video production and how it archives/makes available and licenses video it produces. Ual really needs to establish a unified cross college systems for regular video production and archiving, then it can select from its own Ual video pot the ‘best/most appropriate’ videos to feed through to commercial channels in specific contexts like iTunes (learning videos, marketing etc), YouTube etc.
Many institutions don’t have the ‘foresight’ to create their own in-house open online video archive/platforms so have to rely solely on external commercial channels like iTunes as their primary platform or video archive. Commercial media channels really should be secondary channels not primary. I’m a big fan of commercial channels but I don’t think colleges should be putting all its eggs into one commercial basket, all videos produced by the institution should be made available and accessible at all times to everyone and be free from commercial fees, conditions and advertising.
If institutions have their own in-house video archive networks they could benefit from the communities built around them. In-house and externally hosted archives can also be mutually beneficial, and if sometime in the future the institution wants to withdraw from a commercial platform they can without fear of being too tied into one host.
Ual have been exploring these issues over the past few years, http://process.arts.ac.uk/ is a good example of video archived and available for download direct, uploaded and stored on its in-house platform by the site users themselves – http://process.arts.ac.uk/content/life-drawing-laurence-noga-wimbledon-foundation-201011 these videos build up a local and interest/subject specific community of its own, Video is also successfully filtering into YouTube as a secondary channel http://www.youtube.com/user/ProcessArts/videos?sort=p&view=0 these attract a different, larger and wider audience.
Chris Follows (http://process.arts.ac.uk/users/cfollows )
For more reflections on open educational practice please see – http://process.arts.ac.uk/category/project-groups/score
Also see ‘Creating guidelines for learning videos’ – http://learningvideoguidelines.myblog.arts.ac.uk/