CCUMC Updates Identity with New Name: Educational Technology Collaborative

The Consortium of College and University Media Centers (CCUMC) has announced a rebrand: The association of technologists in higher education will now be known as the Educational Technology Collective (ETC). The name change, finalized by membership vote, "speaks to the range of what the organization does, encompassing user experience, media, networking, and innovation yet to come while moving away from dated language and emphasizing the value of the community and the culture of cooperation within ETC," the organization explained in a news announcement.

CCUMC has connected higher education information technology, audiovisual, library, and media professionals since 1974, the organization said. As ETC, it will continue to provide "a platform for professional connection within the academic technology industry, fostering cooperative problem-solving and leading the implementation and management of instructional technology that supports quality teaching and learning."  

"As an organization, we honor our history while looking to the future. Rebranding clarifies our shared foundation to better connect our members, attract new members and take us into the future," said Association President Don Merritt, in a statement. "I commend the work of the rebranding taskforce for their foresight and vision to move us in this exciting new direction."

For more information, visit the ETC site.

About the Author

Rhea Kelly is editor in chief for Campus Technology, THE Journal, and Spaces4Learning. She can be reached at [email protected].

Featured

  • an online form with checkboxes, a shield icon for security, and a lock symbol for privacy, set against a clean, monochromatic background

    Educause HECVAT Vendor Assessment Tool Gets an Upgrade

    Educause has announced HECVAT 4, the latest update to its Higher Education Community Vendor Assessment Toolkit.

  • illustration of a football stadium with helmet on the left and laptop with ed tech icons on the right

    The 2025 NFL Draft and Ed Tech Selection: A Strategic Parallel

    In the fast-evolving landscape of collegiate football, the NFL, and higher education, one might not immediately draw connections between the 2025 NFL Draft and the selection of proper educational technology for a college campus. However, upon closer examination, both processes share striking similarities: a rigorous assessment of needs, long-term strategic impact, talent or tool evaluation, financial considerations, and adaptability to a dynamic future.

  • university building surrounded by icons for AI, checklists, and data governance

    Improving AI Governance for Stronger University Compliance and Innovation

    AI can generate valuable insights for higher education institutions and it can be used to enhance the teaching process itself. The caveat is that this can only be achieved when universities adopt a strategic and proactive set of data and process management policies for their use of AI.

  • DeepSeek on AWS

    AWS Offers DeepSeek-R1 as Fully Managed Serverless Model, Recommends Guardrails

    Amazon Web Services (AWS) has announced the availability of DeepSeek-R1 as a fully managed serverless AI model, enabling developers to build and deploy it without having to manage the underlying infrastructure.