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“We are now reaching people all around the world that, without iTunes U, we never would have touched,” said its vice-chancellor, Martin Bean, formerly the general manager of Microsoft’s education products group

Mr. Bean looks at iTunes U and YouTube as free marketing — an opportunity to take “all those active inquiries and those leisure learners and expose them to who we are as a university.

Other universities say that limited resources, copyright concerns or the reluctance of old-fashioned professors are keeping them from recording and uploading lectures.

The courage comes from taking the next leap of faith. Universities no longer define themselves by their content but the overall experience: the concept, the student support, the tutoring and mentoring, the teaching and learning they get and the quality of the assessment.”