With the emergence of university channels on YouTube Video and iTunes U, video promoting collegiate activities on the Internet is growing at an exponential rate. Many universities have created their own media outlet through YouTube or iTunes U to distribute promotional videos, but to what degree are their videos effective in promoting their message to prospective students? Many universities and colleges, especially at the Division II and III level, are too small to make an impact on the national broadcast and cable television networks, so turning to the Internet is a valuable option. Just as these small universities used the Internet in its initial stages to promote their athletic programs, now a move to use audio and video Webcasts to promote the programs is underway.

As part of this study, a weekly video Webcast was created to promote Kutztown University's Division II athletic program. Twelve episodes were produced over two semesters during the 2008-09 school year and four groups were surveyed to discover how effective a video Webcast can be. The four groups--Kutztown University head coaches, Kutztown University student-athletes, high school coaches and high school student-athletes--were in agreement that the video Webcast is an effective promotional tool for Kutztown University. Kutztown University is a member institution of the Pennsylvania State System of Higher Education with an enrollment of 10,500 students.