TECHNOS

January 6, 2009

From AIT: A Q&A for Producers of Instructional Technology

By Joann Flick, AIT’s Broadcast/Training Professional

The Agency for Instructional Technology often receives proposals and demo videotapes, disks, and Web sites from producers of instructional technology who would like us to publish their materials. Here are a few of the questions they ask us…and our answers, in a generic form. If you have more specific questions, you may call us at 1-800-457-4509, and ask for me (Joann Flick) or our Executive Producer, Dr. David Gudaitis, or our Director of Education, Elaine Larson. We’ll try to work with you to reach the education audience you’re seeking.

Q #1: Who is AIT?

AIT, the Agency for Instructional Technology, is a leading producer and distributor of broadcast video, videotape, DVD, digital video, and print materials that support in-school curricula. For more than four decades, AIT has promoted the production and utilization of exemplary instructional media. AIT focuses on core curriculum materials for pre-school through the 12th grade including professional-development for teachers, vocational instruction, and adult basic education. AIT is registered as an educational, nonprofit corporation, based in Bloomington, Indiana.

Q #2: How does AIT select product to distribute?

AIT actively seeks relationships with producers who create exemplary instructional media. To get started, we like to see examples of finished productions and written proposals for new productions. AIT’s professional staff reviews videos and proposals. A discussion between the producer and a member of the agency staff may lead to the presentation of a formal, written proposal to the producer. Depending upon circumstances, an offer for royalties based upon sales is determined and a contract is prepared by AIT. AIT’s criteria for selection are the following:

Appropriateness for a national or international audience
Production quality (broadcast quality video only)
Format of the programs (series of 5–20, 15-minute programs is desired)
Availability of ancillary teacher materials (lesson plans, teacher guide)
Curriculum needs of schools
Current trends that affect the potential market for the product

Q #3: What kind of royalties can producers expect from AIT?

For projects that require no post-production by AIT, royalties range from 20 to 40 percent on gross sales in the United States or net sales overseas. Projects of merit that need production support or require ancillary materials (e.g., teacher’s guide or a Web site) to be developed are offered a lesser deal. Factors that influence the royalty offered include the probable shelf life of the product or the anticipated margin of income.

Q #4: Does AIT support production development?

AIT occasionally supports worthwhile project ideas by helping producers to approach potential funders. For particularly desirable projects, AIT may contribute in-kind services, an advance against future royalties, or financial support. AIT often shares copyright on collaborative productions.

Q #5: How does AIT distribute video or other media?

AIT is represented at major educational conferences and at the national instructional media preview conferences. AIT is a major distributor of instructional television to public broadcasting facilities in North America, and we maintain broad partnerships with other publishers who conduct catalog sales in the United States and abroad. AIT also licenses collections of our content for digital video. All of AIT’s materials can be accessed on our Web site, at www.ait.net. AIT also provides professional trainers to demonstrate utilization strategies for our products.

Q #6: If I have a project ready to go or one I’m thinking about, whom should I contact?

Joann Flick, Broadcast/Training Professional, at 1-800-457-4509 ext. 206, or via email, at: jflick@ait.net.

F.Y.I: AIT’s VIDEO WISH LIST

Our customers tell us that they would like to see new programming to address the following subject areas:

MATH at all levels, with emphasis on visualizing math processes using creative graphics, or implementing equations in real-life situations. Programs should provide direct instruction, not just be about math in general.
ENGLISH LANGUAGE ARTS that are not literature-based; except for high school level literature-based programs. The greatest need is for programming that emphasizes grammar and usage at all grade levels. Programs that build reading comprehension skills for middle and high school learners are also needed.
ENGLISH LANGUAGE LEARNERS programming that helps speakers of other languages quickly assimilate into American culture and language. All grade levels are needed.
SOCIAL STUDIES, especially U.S. government, world history, ancient history, U.S. geography; survey courses are what is needed, series specializing in one particular region or era are less marketable than those that cover a broader range of material in less depth.
PHYSICAL SCIENCE such as simple machines, motion and forces, structure of materials, energy, or states of matter; needs for programming exist at all grade levels.