Professor of Audiovisual Communication and Advertising at the University of Valladolid. Dean of the Faculty of Social, Legal and Communication Sciences of UVa. He has been a teacher and researcher at three other Spanish universities: UNED, Complutense and Carlos III of Madrid. He is one of the Spanish researchers promoting educommunication in our country; other axes of his research career are educational television and public service, television and childhood, the educational functions of television and the theory and technique of audiovisual information, with special emphasis on the use of ICTs.