Does Tim Russett belong in an AP History class? If a new $10 million project sponsored by NBC News takes off, he and other prominent broadcast journalists just might become part of the curriculum.
The news network is working on an online project that would enable teachers to use NBC’s extensive archival footage as a supplement to AP courses in history, government, and English. While intended to be educational, the program—called iCue—is also seen as a way for NBC to build a rapport with a new generation of viewers that tend not to get their news from television news networks. “Selfishly we’re looking to create a long-lasting relationship with these students,” Adam Jones, chief financial officer for NBC News, told The New York Times. “Philosophically, though, we realize these are the voters and decision makers and employers of tomorrow.” While initially free, iCue would eventually require a school subscription. According to NBC, advertising on the site would appear “strictly outside school hours"—which could mean that they would show up primarily when teachers are working on lesson plans.