High Wired update: It helps to have something important to sell SUCCESS depends on a strong message that is easily explained and a brand that stands for something special. Fire and Ice: First, the long-established Bushfire CRC got the nod, under a new name, and yesterday the Antarctic Ecosystems and Climate CRC had a fourth term ticked off, meaning its future is secure until 2019. It seems the Hobart based Antarctic outfit fits the criteria set out by the Prime Minister in a February statement when she promised, "A priority public good funding stream within the CRC program to deliver primary research outcomes with wider social and environmental benefits to Australia and the broader community." Yesterday Antarctic CRC chief Tony Press pointed to a range of programs that can now continue, including work on establishing a connection between Antarctic deep-water currents and global climate and the hunt for million-year-old ice, which will provide "a unique climate record." So it is all good then, although the announcement seems to supersede CRC rules which specify that, "In exceptional circumstances, a CRC may apply for an extension of funding that does not exceed a total of 15 funding years. Eligibility to apply for an extension of funding is subject to a decision by the minister who may act upon a recommendation by the CRC committee. In this case, the committee has recommended and the minister agreed to five more years beyond what was previously exceptional. CRCs have come and gone but this one was present at the creation of the program, in 1991. Dr Press told High Wired that while he had talked "a fair bit" about the future with state and federal politicians from all three parties the announcement was "a surprise." The centre is based at the University of Tasmania, in the federal seat of Denison, now held by Independent Andrew Wilkie with a 2.5 per cent margin. The Greens, who finished in front of Mr Wilkie on primary votes in 2010, certainly put politics in the announcement yesterday with federal leader Christine Milne saying "it is not enough" and Denison candidate Anna Reynolds promoting the Greens plan "that will see Hobart continue to grow as a global science hub." So will more CRCs survive past the normal use-by date because they are considered national priorities? Yesterday a spokesman for tertiary education minister Craig Emerson told High Wired, "More information will be available in coming weeks." I'm taking that as a yes. If the cap doesn't fit: In the AFR this morning Joanna Mather reports it is "understood" the Treasurer will tonight announce Canberra will "consult" before imposing the $2000 cap on self education expenses announced in April. If this is true it is a win for universities teaching professional masters, notably in business. What intrigues High Wired is what will happen to the mass of professional masters now funded by Canberra, notably in teaching and nursing. By setting a cap on tax deductions Canberra has made it harder to reduce student funding for these programs. A policy response to the problem of universities expanding publicly funded masters is promised by the feds but HW suspects we will not see it before the election. Brand busters: The applause for either proposed name for the merged Ballarat-Gippsland university, State U or Federation U, is not deafening and HW's branding experts are coming up with more meaningful monikers. One proposes Eureka U, what with the stockade of famous memory being at Ballarat and the allusion to invention. HW is sure Eureka College in Illinois (where Ronald Reagan studied) wouldn't mind. Another suggests "Gippsrat University" has a certain ironic appeal. Whatever the decision, the process will provide hours of entertainment for UB management who are busting to have a go at image making. According to Ballarat DVC Todd Walker, "Four years ago we rebranded (colours, logo, marketing); now the time has come for a rename to reinforce the brand." Only a spoilsport would wonder how abandoning a name with strong recognition in local markets "reinforces the brand." Same old same as: The much anticipated (well university management was excited) Swinburne University recruitment advertisement video launched in prime time on Sunday night. It is a good piece of work, professionally produced and High Wired suspects it ticks all the focus group boxes. There is just one problem. Without the livery it could be a spot for 100 universities anywhere in the Anglo sphere. This is not a creative failing, when universities present the same attributes, promise the same benefits and look pretty much the same they are hard to tell apart. Mason makes a point: Shadow Universities Minister Brett Mason jumped on yesterday's demand by peak export educators for action on the Chaney Report. Bernard Lane had the story in The Australian. The senator suggested the government has let the sector down by not responding to Chaney, contrasting it with the Opposition's New Colombo plan. He has a point. Given the cuts to university funding High Wired wonders why the government is not rolling out every low cost initiative ministers, minders and mandarins can think of - if only to demonstrate education is not abandoned. But nothing much is happening. In the case of portfolio minister Craig Emerson this is understandable, given his huge workload. Still, surely acting on a core Chaney recommendation and setting up a peak industry body is not beyond his juniors, Science Minister Don Darrell and Higher Education Minister Sharon Bird. High Wired makes no accusations as to energy or ability, in the immortal words of Stewie Griffin, "I'm just saying." Dead before arrival: Turning to that lady, a fortnight back Minister Bird announced a new approach to funding Higher Education Participation and Partnerships Programs. It undoubtedly engrossed those who understood it but was hard to follow for everybody else, including High Wired - the minister's office was quick to point out bits that I got wrong. But such speeches are not always free kicks for government; at least not when they attract expert attention. This is what happened yesterday, when Conor King, from the Innovative Research Universities lobby, produced a response suggesting equity arrangements are over-engineered and (at least as HW understands it) confuse process and outcomes. It is worth quoting Mr King's claims: "In an incentive program the key issue is do universities respond in the way expected. This was to recruit more low-SES students. The detail of how they do so, or even whether they do anything different, is not relevant. He also explains why getting involved in a complex new data based process may not be in university interests just now. Overall, it is hard to get excited, five months from an election, at directing energy in an elaborate national framework ... It consumes resources at a time universities are meant to refocus on efficiency. This is a project that might be finished before it is completed. Up and App "em: (Sorry about that) Good for Griffith University MBA director Nick Barter for launching the new MBA for Life app which provides a bunch of management info-bites as well as descriptions of his degree's content. It's @ MBA griffith. Instead of just asserting the quality of the program and the university's student services Griffith offers the app as an example. The trick is to continually update and expand content so prospective students and indeed, anybody else interested (a brand image extends beyond prospective purchasers), keep coming back. Yes, this will take time and money but you can build an awful lot of app for the cost of screening a 30-second TVC. In any case, universities here do not have much choice. As HW was playing with the Griffith product an alert arrived about Delhi University's proposed app effort.