Cable in the Classrom - A Refresher Course

Cable in the Classrom - A Refresher Course

December 16th, 2003 Issue

I have always had the perception that the Cable in the Classroom does not get the publicity it probably deserves. Surprising, as it is fundamentally a subtle marketing and promotion effort by the cable companies. It really amounts to a national effort by the cable companies to address ways that cable can effectively assist K-12 schools. It seems to help our beleaguered schools, which is good. The key take-away from what I hear at the Western Show is that education and learning should be central to cable operators’ marketing efforts.

Although Telcos have the efforts of FRED and others, I don’t know that there is any single organization dedicated to providing telcos the tools to help their local schools the way the CIC does. The CIC’s brochure lists thirteen different tools, from online professional development for educators to position papers, they provide to their cable operator members.

Perhaps it is time for one or maybe a consortium of the telco trade associations to create a similar vehicle for independent telcos. To get an idea of some of the things that are being done, check out their web site at http://www.ciconline.org. Like with everything else, the real good stuff is placed behind the “members-only” section of their web site.

The following bullets provide some insight as to what the CIC is finding in the educational space. Peter Grunwald has some interesting statistics on this offering.

Education is a great driver of broadband
It was reported that early grades may get little benefit from technology, while the real impact is in middle and senior grades.
Some drivers of education via broadband will be home schooling.
Broadband in rural areas will be important to meet the, “No child left behind”, legislation.
The reported proportions that schools spend on technology, content and training is 36%, 36% and 28%, respectively. The implication is that it may be important to bundle these as much as possible when “selling” to an educational enterprise.
Statistics presented by Peter Grunwald (Grunwald Associates), suggest that kids are great multi-taskers. He called them “active multi-taskers” as there is a co-existence between the TV and the Internet (I see this all the time with my 3 and 5 year olds, as they may be playing the Blues Clues computer game, while watching it on TV).
Grunwald said the active multi-taskers will challenge teachers to use technology such that they can teach to a higher level.
Parents are more interesting in buying from web sites that have an educational bias. They are also more willing to take broadband if it will help their kids’ education.
Further, Grunwald showed evidence that educational web sites DO NOT have to be “anti-authority” to get through to older kids.
Many opportunities for operators to help themselves by helping their local schools. Assisting schools with the creation of online communities was just one example of how the cable company could generate some community-based viral marketing.

Back to Main Page

NOTE: THE PROCEEDINGS

ARE ONLY $49.95

for Club.Viodi Members

Click Here for
Fall, iTVcc Details

Note, Viodi's standard terms and conditions apply.