UCTV is an online resource that enables students to watch short videos online, showing what different universities have to offer. It has been developed because of huge student demand for a new way of engaging with higher education. Video via the internet enables a more personal interaction than is possible in a prospectus: it breaks down barriers, addresses common concerns and speaks to students in a way that they can understand. And it helps universities because it gives them a dynamic platform to reach out directly to students. The latest organisations to add their details to the site include The Royal Academy of Music and the Central School of Speech and Drama.