Inside “Kolliya TV”: a pioneering online university channel

The growing reliance on electronic resources has pushed all types of institutions to hold a steady presence online. During the pandemic, education institutions were required to strengthen their online resources, so as to provide optimal access to education materials after face-to-face classes were halted. In order to communicate with its students, the Faculty of Letters and Human Sciences, of Ibn Zohr University in Agadir, launched an online university television channel, the first of its kind in Morocco: “Kolliya TV”. Previous research showed students’ perspective regarding online education, whereas this paper focuses on the other side, on the producers and administrators, on the screen and behind the scenes of the online university channel. As such, the paper highlights the challenges to start and maintain online channels, especially one dedicated to education only. We review the content of the channel, and interview its team. Through this case study, we adopt a descriptive approach, and provide an insight into a unique decision to build and sustain a university channel with daily broadcast and exclusive programs, that cultivates its online presence on social media to attract viewers interested in university matters. Examining this new medium adopted by a Moroccan university has implications for providing a structure to build upon, for future universities wishing to follow suit and embark on new media experiences.