Abstract This article reports a case study on sChOOLtv, an online television for primary and secondary schools that aims to bridge the media gap between in-school and out-of-school learning environments. Contrary to its creators’ expectations, the number of published videos has not increased since its establishment. Furthermore, the videos were mostly produced by primary-level students, with few videos released by secondary-level students. The article describes online publishing of learner-generated videos by exploring the views of the students, parents, teachers, and principals. Sixty-seven informants were interviewed, and video production activities and discussions in classrooms were observed. The article discusses the factors hindering adolescents from making and publishing videos. It suggests media encouragement practices to enhance publishing-oriented digital video production in schools.