There’s no doubt video has earned its place in teaching and learning throughout the last couple of years: Thousands and thousands of lecture recordings have been created at universities across the globe to reproduce the lecture hall experience and the best of them got their shapely presentation in iTunes U. However, the brilliance of exuberant video repositories has outshined the fact that online teaching and learning has evolved likewise and continues to evolve. It combines the early interactivity of computer-based training with the rich content of online courses and the amenities of recording lectures, screencast, and tutorials. In combination with live communication, assessments and credits, online courses are about to become the actual courses, not a reproduction of courses in situ. Academic video therefore must adapt to meet the resulting requirements: Flexible and scalable, searchable and divisible, easy to produce, to distribute and to integrate, as a backbone to the more interactive learning elements, and as a visual aid for scientific texts. The talk aims at identifying the resulting challenges for the management of academic video.