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In Some Schools, iPods Are Required Listening



UNION CITY, N.J., Oct. 8 — A ban on iPods is so strictly enforced at José Martí Middle School that as many as three a week are confiscated from students — and returned only to their parents.



But even as students have been told to leave their iPods at home, the school here in Hudson County has been handing out the portable digital players to help bilingual students with limited English ability sharpen their vocabulary and grammar by singing along to popular songs.

Next month, the Union City district will give out 300 iPods at its schools as part of a $130,000 experiment in one of New Jersey’s poorest urban school systems. The effort has spurred a handful of other districts in the state, including the ones in Perth Amboy and South Brunswick, to start their own iPod programs in the last year, and the project has drawn the attention of educators from Westchester County to Monrovia, Calif.

The spread of iPods into classrooms comes at a time when many school districts across the country have outlawed the portable players from their buildings — along with cellphones and DVD players — because they pose a distraction, or worse, to students. In some cases, students have been caught cheating on tests by loading answers, mathematical formulas and notes onto their iPods.

But some schools are rethinking the iPod bans as they try to co-opt the devices for educational purposes. Last month, the Perth Amboy district bought 40 iPods for students to use in bilingual classes that are modeled after those in Union City. In South Brunswick, 20 iPods were used last spring in French and Spanish classes. And in North Plainfield, N.J., the district has supplied iPods to science teachers to illustrate chemistry concepts, and it is considering allowing students in those classes to use iPods that they have brought from home.

“It’s an innovation,” said Frank Belluscio, a spokesman for the New Jersey School Boards Association, which selected Union City educators to speak about the iPod classes at the group’s annual conference in Atlantic City Oct. 24-26. “Most people think of the iPod as just entertainment.”

At José Martí, the silver iPods, with built-in video screens, cost about $250 each and are passed out at the beginning of class along with headsets and Spanish-to-English dictionaries. The iPods are collected at the end of class, and school officials said that none have disappeared or been broken.

In one recent class, eighth-grade students mouthed the words to the rock song “Hey There Delilah” by the Plain White T’s as they played the tune on the iPods over and over again. The braver ones sang out loud.

“It speaks to me,” said Stephanie Rojas, 13, who moved here last year from Puerto Rico and now prefers to sing in English. “I take a long time in the shower because I’m singing, and my brothers are like, ‘Hurry up!’”

Pedro Noguera, a sociology professor at New York University who studies urban schools, said that more districts were using new technologies like iPods to connect with students. For instance, he said, teachers have designed video games around history lessons and assigned students to re-enact novels and plays on YouTube.

“You know the No. 1 complaint about school is that it’s boring because the traditional way it’s taught relies on passive learning,” Mr. Noguera said. “It’s not interactive enough.”

In many affluent communities, iPods have evolved into an essential accessory for students. In 2004, Duke University led the way by outfitting its entire freshman class with iPods that were preloaded with orientation information and even the Duke fight song. While Duke no longer gives away iPods, it maintains a pool of them that are lent to students for classes. Last spring, 93 of the 2,000 or so courses at Duke required iPods.

The Brearley School, a private girls school on Manhattan’s Upper East Side, has used iPods to supplement foreign-language textbooks and its music, drama and English classes. Every Brearley student in seventh through ninth grades is required to buy or rent an iPod.

Here in Union City, the iPods are a splurge for many of the immigrant families who live in this densely packed urban center, once known for its embroidery factories. About 94 percent of the district’s 11,000 students qualify for free or reduced lunches.

The Union City district, which has a $197 million annual budget, places a priority on bilingual classes because more than one-quarter of its students are learning basic English skills. District officials said the stakes are high; 4 of the district’s 12 schools have been identified as needing improvement under the federal No Child Left Behind law, largely because not enough bilingual students have passed the state reading and math tests.

Grace Poli, a media specialist at José Martí, said that she approached district officials about buying 23 iPods for an after-school bilingual program in 2004 after being struck by students’ passion for them. Spanish-speaking students seemed bored by their English-language textbooks, she said, which they found outdated and irrelevant.

The program became so popular that it was added to the regular school schedule the following year, and in 2006, Ms. Poli received 60 more iPods. Last May, the district decided to buy 300 iPods to expand the program to other schools this fall.


Ms. Poli scoured the music charts for songs that appealed to students, compiling an eclectic mix of tunes by Shania Twain, Barry White, U2 and the Black Eyed Peas. She downloaded their songs to the iPods and typed out the lyrics. Then she deleted all the nouns — and in turn, the verbs and adjectives — forcing the students to fill in the missing words and learn their meaning.

In class, they sing or recite the completed lyrics back to her.

“A lot of our bilingual kids are very shy, and they feel like outsiders,” said Ms. Poli, whose parents immigrated from Ecuador. “You have kids who never said a word in English, and now they’re singing Black Eyed Peas. It was a lot of work, but it was worth it.”

Ms. Poli has also downloaded audio books, including the Harry Potter series, and added recording devices to the iPods so that students can listen to their pronunciation as they read poetry or talk with one another.

While the iPods have been used mainly in bilingual classes, the district plans to try them with students who have learning disabilities and behavioral problems as part of the program’s expansion, which is set to begin next month. Last year, Ms. Poli helped an alternative education class create podcasts of test-taking tips that were shared with the entire school.

Ms. Poli said her Spanish-speaking students — known around the school as Pod People — have been able to move out of bilingual classes after just a year of using the digital devices, compared with an average of four to six years for most bilingual students.

Geri Perez, the principal at José Martí, said parents have requested that their children be enrolled in the iPod-equipped classes. Ms. Perez, who does not speak Spanish, said that bilingual students who once shied away from talking to her have gained self-confidence and now come up to her in the hallways.

Dianelis Cano, 13, who moved here from Cuba less than two years ago, said that she had learned so much English that her mother, a saleswoman in a clothing store, bought her an iPod over the summer as a reward for good grades. Dianelis loads her own songs onto the iPod to practice English outside school, though she also includes Spanish music.

“I’m going to check your iPod to make sure there is English music there,” Ms. Poli teased her. “I’m going to make home visits.”

Tags:students,City,DVD,iPods,Schools

Google to Put YouTube Videos on Its Ad Network

SAN FRANCISCO, Oct. 8 — Google is taking the first steps toward turning its powerful advertising network, which places ads on hundreds of thousands of Internet sites, into a system for distributing content — and more ads — across the Web.

The Internet search giant is expected to introduce a service on Tuesday to allow Web sites in its ad network to embed relevant videos from some YouTube content creators. A Web site or blog specializing in hiking, for instance, might choose to embed hiking videos from YouTube.

The service, which represents the first major combination of a Google product with YouTube, will give video creators wide distribution beyond YouTube via Google’s network, known as AdSense. Since the videos will be surrounded by ads, the service is another way for Google to cash in on the huge number of video clips stored on YouTube.

Several other networks distribute videos and ads on the Web, but none reach as many Web sites as AdSense.

Google said it would share revenue from the ads with the creators of the videos and with the Web sites that embed them, though it declined to specify what percentage of the revenue will be kept by each party.

“We are creating incremental distribution for our content providers,” said Christian Oestlien, product manager for AdSense. Mr. Oestlien said the system would also allow publishers to make their Web sites more compelling and give advertisers a new way to reach customers.

While many Web sites already embed YouTube clips in their pages, this system would allow them to make money from the clips. They would not, however, have the same level of control over what clip gets embedded.

For now, the system’s scope, and its potential to deliver new revenue to Google, is limited, because only about 100 media companies that have created YouTube videos will be participating.

Google declined to give a full list of participants, but of those it listed, none were large media companies. They include Expert Village, a producer of how-to videos; Ford Models, a modeling agency; and Extreme Elements, which creates videos about extreme sports. Over time, Google expects to use AdSense to syndicate other types of content besides video, the company said.

Other similar attempts to syndicate video, however, suggest that success is not assured for Google’s new service. For instance, the video technology start-up Brightcove, which has been syndicating videos from various media companies since early last year, said that the adoption of its service had been largely limited to small Web sites.

“Any Web site that is medium to large typically doesn’t want arbitrary content showing up,” said Jeremy Allaire, Brightcove’s chief executive. “The sites that take it are typically very small sites with limited traffic,” so the system can generate only modest revenue, Mr. Allaire said.

The videos distributed through Google’s system will include small text ads that will be overlaid on the bottom of the video player or graphical banner ads, but not, for now, the video ads that the company began using on YouTube recently. Advertisements will aim to match the content of the video and the Web page where they are played.

This year, Google said it was working on a plan to use its AdSense network to distribute video from media powerhouses like Condé Nast, Sony BMG Music Entertainment and Dow Jones & Company. That program is still being fine-tuned, Google said.

Tags:Google,YouTube,Sony,Network,AdSense

For Google, Advertising and Phones Go Together


SAN FRANCISCO, Oct. 7 — For more than two years, a large group of engineers at Google has been working in secret on a mobile phone project. As word about their efforts has trickled out, expectations in the tech world for what has been called the Google phone, or GPhone, have risen, the way they do for Apple loyalists ahead of a speech by Steven P. Jobs.


But the GPhone is not likely to be the second coming of the iPhone — and Google’s goals are very different from Apple’s.

Google wants to extend its dominance of online advertising to the mobile Internet, a small market today, but one that is expected to grow rapidly. It hopes to persuade wireless carriers and mobile phone makers to offer phones based on its software, according to people briefed on the project. The cost of those phones may be partly subsidized by advertising that appears on their screens.

Google is expected to unveil the fruit of its mobile efforts later this year, and phones based on its technology could be available next year.

Some analysts say that the Google project’s effect on the wireless industry is not likely to be as profound, at least initially, as that of Apple’s iPhone, whose revolutionary look and features have redefined consumer expectations for mobile phones.

“The iPhone was a milestone in terms of how people use a mobile device,” said Karsten Weide, an analyst with IDC. “The GPhone, if it does come out, will help Google with distribution for their online services.”

At the core of Google’s phone efforts is an operating system for mobile phones that will be based on open-source Linux software, according to industry executives familiar with the project.

In addition, Google is expected to develop mobile versions of its applications that go well beyond the mobile search and map software it offers today. Those applications may include a Web browser to run on cellphones.

While Google has built phone prototypes to test its software and show off its technology to manufacturers, the company is not likely to make the phones itself, according to analysts.

In short, Google is not creating a gadget to rival the iPhone, but rather creating software that will be an alternative to Windows Mobile from Microsoft and other operating systems, which are built into phones sold by many manufacturers. And unlike Microsoft, Google is not expected to charge phone makers a licensing fee for the software.

“The essential point is that Google’s strategy is to lead the creation of an open-source competitor to Windows Mobile,” said one industry executive, who did not want his name used because his company has had contacts with Google. “They will put it in the open-source world and take the economics out of the Windows Mobile business.”

Some believe another major goal of the phone project is to loosen the control of carriers over the software and services that are available on their networks.

“Google’s agenda is to disaggregate carriers,” said Dan Olschwang, the chief executive of JumpTap, a start-up that provides search and advertising services to several mobile phone operators.

Google declined to comment on any specifics of its mobile phone initiative. But its chief executive, Eric E. Schmidt, has said several times that the cellphone market presented the largest growth opportunity for Google. “We have a large investment in mobile phones and mobile phone platform applications,” Mr. Schmidt said in an interview this year.

Industry analysts say that Google, which has little experience with complex hardware, faces significant challenges.

“Running a Web site and a search engine is one thing,” said Mr. Weide of IDC. “But developing a phone is a whole different game. It will not be easy for them.”

Mr. Weide added that Google’s impact on the industry will depend to a large extent on its ability to sign deals with wireless carriers that distribute hundreds of millions of phones each year and often control what software and services run on them.

Some carriers, especially in the United States, are likely to give Google a cool reception. Companies like Verizon Wireless and AT&T have spent billions of dollars building and upgrading their networks, establishing relationships with customers, subsidizing handsets and creating their own mobile Internet portals. Now they want to make sure those investments pay off, in part, through mobile advertising, and they see Google and other search engines, who are after the same ad dollars, as competitors.

As a result, most carriers in the United States have chosen to shun the major search engines for now. Instead, they have promoted the search engines and ad systems of small technology companies like JumpTap and Medio Systems, whose services they can stamp with their own brands.

Most carriers declined to comment on Google’s plans. But Arun Sarin, the chief executive of Britain’s Vodafone Group, which offers the Google service on its phones, said it was not clear what compelling functions Google would offer that are not already available.

“What is it that is missing in life that they are going to fulfill?” Mr. Sarin said. “It is not a no-brainer. You can reach Google already through a number of devices. You don’t need a Google phone to do that.”

Google’s desire to loosen the carriers’ control over their networks has hardly been a secret. The company recently lobbied the Federal Communications Commission to impose rules on any carrier who wins a coming auction for valuable wireless spectrum. The rules, which the F.C.C. adopted despite opposition from Verizon and others, require that the network using a portion of that spectrum be open to any handset and software applications from any company.

Google said it is considering bidding for some of that spectrum. But regardless of who wins it, phones based on Google’s software would be able to take advantage of it.

Google’s lobbying, as well as its work on a phone software platform that would be open to other applications, represent an effort to bring to the mobile Internet the dynamics of the PC-oriented Internet, which is free of control by network operators. Google is hoping that it can beat competitors in an open environment.

The mobile phone project at Google was built in part around Android, a small mobile software company it acquired in 2005. An Android co-founder, Andy Rubin, had founded Danger, which created the popular T-Mobile Sidekick smartphone. Mr. Rubin works at Google’s headquarters in Mountain View, but another part of Google’s team is reported to be in Boston, where Android’s co-founder, Rich Miner, another veteran of the mobile phone industry, is based.

Some analysts say there are no guarantees that Google will be able to replicate its online success in the mobile world.

“The wireless market does not have the same global scale and scope efficiencies, nor the lack of transactional friction, of software on the Internet,” said Scott Cleland, a telecommunications industry analyst who recently testified before the Senate against Google’s proposed acquisition of DoubleClick.

“It is a completely different world and completely different set of economics,” said Mr. Cleland, who has opposed Google on a number of policy issues.

Microsoft, whose mobile operating system has been available for years, has distribution agreements with 48 handset makers and 160 carriers around the world. Still, only 12 million phones sold this year will be based on Microsoft’s software, giving it 10 percent of the smartphone market, according to IDC.

Microsoft declined to comment on potential competition from Google. “The market is huge, and our partners are really motivated to bring Windows Mobile phones to market,” said Doug Smith, director for marketing of Microsoft’s mobile communications business.

Mahesh Veerina, the founder and chief executive of Celunite, which makes cellphone software based on Linux, said Google’s offering was likely to be attractive to small carriers, who may see it as a competitive weapon.

But if Google-powered phones prove to be a hit with consumers, other carriers may feel pressure to follow suit, said Richard Doherty, director for the Envisioneering Group, a consulting firm.

“No one wants to be the last carrier to endorse Google,” Mr. Doherty said.

Tags:Google,Microsoft,phones,Windows,iPhone
 
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