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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].

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