When people think about audiovisual technology, they often picture massive LED walls at concerts, high-end conference room setups, or cutting – edge esports arenas. But higher education AV – the systems that support classrooms, lecture halls, and hybrid learning environments – often gets overlooked, even though it plays a critical role in the daily lives of students and faculty.
For years, higher ed AV professionals have operated in a grey area – not quite IT, not quite facilities, but essential to both. As universities increasingly rely on AV technology to support modern teaching methods, advocacy for this niche within the AV industry has never been more important. This is where organizations like HETMA (Higher Education Technology Managers Alliance) and AVIXA (Audiovisual and Integrated Experience Association) step in, shaping the conversation and ensuring that higher ed AV has a seat at the table.
The Evolution of Higher Ed AV Advocacy
Historically, higher ed AV professionals have been underrepresented in industry discussions. Conferences and training sessions tended to focus on corporate AV, entertainment, and large-scale integration projects, leaving higher ed professionals to carve out their own space.
That changed with HETMA, an organization built by and for higher ed AV pros. Unlike other industry groups, HETMA isn’t focused on selling products or driving business – it’s about creating a community of professionals who share knowledge, advocate for the needs of higher ed institutions, and help shape the future of AV in academia.
At the same time, AVIXA has expanded its focus on higher education, recognizing the distinct challenges that come with supporting large-scale, multi-room deployments with tight budgets and demanding faculty needs. While AVIXA’s Technology Managers Council includes professionals from multiple verticals, it has become a key forum for discussing higher ed AV issues and challenges.
Higher Ed AV Professionals: The Ultimate Product Lifecycle Experts
One of the most unique aspects of higher ed AV professionals is the full-spectrum involvement we have with AV technology. Unlike many other verticals, where AV roles are segmented across different teams, higher ed AV teams oversee every stage of a product’s lifecycle:
🔹 Conception & Design – We determine the needs of faculty and students, aligning AV technology with pedagogical goals.
🔹 Procurement & Implementation – We work with integrators, manufacturers, and in-house teams to ensure systems are deployed properly.
🔹 Programming & Configuration – We fine-tune systems to ensure they meet the demands of a high-use environment.
🔹 Ongoing Support & Maintenance – Unlike corporate AV teams, which may swap out technology frequently, we support, repair, and optimize equipment for years.
🔹 Decommissioning & Replacement – When systems reach end-of-life, we handle the removal and transition to new technology.
Because of this comprehensive involvement, higher ed AV professionals offer manufacturers some of the most valuable feedback in the industry. We see long-term product reliability, real-world usability, and support challenges firsthand giving us a level of insight that integrators or consultants, who often move on after an installation, may not have.
This unique position means that higher ed AV pros should engage with manufacturers early and often. Our feedback can directly influence:
✅ Product development – Helping manufacturers understand how their equipment performs over time.
✅ Firmware updates & software improvements – Identifying real-world issues that need fixes or enhancements.
✅ Training & documentation – Ensuring that support materials meet the needs of real-world users, not just installers.
Manufacturers who actively engage with higher ed AV professionals gain a better understanding of product lifecycles, pain points, and opportunities for improvement, making our role in the industry even more critical.
Why Advocacy Matters for Higher Ed AV
So, why does this all matter? Because higher ed AV isn’t just about equipment, it’s about student experience, faculty engagement, and the future of learning. Universities are investing more in hybrid classrooms, AI-driven lecture capture, immersive learning environments, and remote collaboration tools. But without proper representation in industry conversations, higher ed AV professionals’ risk being afterthoughts in major technology decisions.
Advocacy ensures that:
✅ Manufacturers understand the unique needs of higher ed AV (e.g., standardized control systems, long-term reliability, budget-conscious solutions, vendor agnostic monitoring tools).
✅ Universities recognize AV as a strategic investment rather than just an operational expense.
✅ Higher ed AV professionals get access to relevant training, networking, and leadership opportunities.
How Higher Ed AV Pros Can Get Involved
If you work in higher ed AV, now is the time to get involved and make your voice heard. Here’s how:
🔹 Join HETMA – Membership is free, and it provides access to a network of professionals, advocacy efforts, and professional development opportunities.
🔹 Get CTS or HEX Certified – Certifications like AVIXA’s CTS (Certified Technology Specialist) or HEX (HETMA Credentialed Professional Program) help standardize expertise in higher ed AV.
🔹 Participate in Industry Events – Conferences like InfoComm, ISE, and HETMA’s Virtual Conference and Roadshows (Join us for the next one July 11th on my campus at Northwestern University) provide spaces to connect with peers and influence industry discussions.
🔹 Advocate at Your Own Institution – Push for AV representation in IT and facilities planning meetings, help faculty understand the value of AV technology, and document the impact AV has on student learning outcomes.
The Future of Higher Ed AV Advocacy
The role of AV in higher education is only going to grow, and with it, the need for stronger advocacy. The good news? We’re no longer just a footnote in the industry. Organizations like HETMA, ETC (Educational Technology Collaborative), LTSMG (Learning and Teaching Spaces Managers Group), SCHOMS (Standing Conference for Heads of Media Services), and EUNIS (European University Information Systems) are proving that higher ed AV has a powerful voice. Additionally, the AVIXA Technology Managers Council, while not exclusively for higher ed, continues to be a valuable resource for professionals in our space. It’s up to us to keep pushing forward.
The Strength of Regional AV Groups
Beyond these larger organizations, regional AV groups play a critical role in advocacy, networking, and professional development. Groups like NW/MET (Northwest Managers of Educational Technology), MCUAV (Midwest College & University AV Group), ACCS (Association of Collegiate Computing Services), and many others bring together professionals at a local level to share best practices, troubleshooting challenges, and build strong peer support networks.
These regional groups are often where higher ed AV pros find immediate impact and collaboration opportunities, whether it’s through informal meetups, regional conferences, or online discussions. While national and international organizations help shape broader industry trends, regional groups provide the boots-on-the-ground support that makes a daily difference.
If you’re not already connected with a regional AV group in your area, consider joining or even starting one. Advocacy begins at the local level, and the more we share knowledge and collaborate, the stronger our industry becomes.
What’s Next?
What do you think the biggest challenges are for higher ed AV professionals today? Let’s keep the conversation going.