This paper investigates the ways in which the expectations and beliefs of academic staff about computerbased learning impact the design of learning media and their integration into the student learning experience. Moreover, it aims to ascertain how these expectations and beliefs have to be negotiated in a collaborative process between academics, educational advisors and multimedia producers, so that, ultimately, effective learning media, which can be successfully integrated into the student learning experience, are produced. Keywords Change, Cultures, Development Teams, Multimedia