Since early 2005 the former Academic Support Center - Media (now ITMEDIA) have produced podcasts for the Faculty of Humanities, University of Copenhagen. With almost 30 years of collective experience of producing media (sound and video/TV) at the Faculty of Humanities the jump into these new media seemed to be a natural thing to do. The need for a coordinated effort for the preparation of up-scaling the use of new media in a diverse and vast educational institution soon appeared. This paper will address the challenges and experiences in the process and set focus upon how new media affect administrative, technical, organisational and educational efforts within higher education. Various projects like common media standard, podcast portal and establishing the media backbone for this effort will be discussed.