THOMAS F. BALDWIN
 

Department of Telecommunication
413 Communication Arts and Sciences Building
Michigan State University
East Lansing, MI  48824
(5l7) 353-6336 phone
(517) 355-1292 fax
baldwin@tc.msu.edu
 

EDUCATION

     B.B.A., Marketing, University of Cincinnati, l956
     M.A., Journalism, University of Iowa, l962
     Ph.D., Communication, Michigan State University, l966
 

UNIVERSITY APPOINTMENTS

     Professor, jointly appointed in the Department of      Telecommunication and Department of Communication; Chairman, Mass Media Ph.D. Program, l972-1990.  Associate Professor, l968-l972; Assistant Professor, l967-l968; Instructor, l965-l967, College of Communication Arts and Sciences, Michigan State University.

     Honorable Visiting Professor, Chinese University of
Hong Kong, 1987.  Board of Directors, Dowden Center for Telecommunication Studies, University of Georgia.  Fellow, National Cable Television Center and Museum.
 

PROFESSIONAL BACKGROUND

     Research/consulting:  National Science Foundation; Corporation for Public Broadcasting; Michigan Joint Legislative Committee on Cable Television; Wisconsin Educational Communication Board; City of East Lansing; Michigan Cable Television Association; West Michigan Telecasters, Inc., Grand Rapids, Michigan; McHugh and Hoffman, Inc., Television and Advertising Research, McLean, Virginia; WRVR-FM, New York; WKAR-AM-FM-TV, East Lansing, Michigan; Minnesota Cable Communication Board; City of Portage, Michigan; Frank Magid; AT&T; Michigan Bell Telephone; Coaxial Communications, Columbus, Ohio; City of Rockford, Illinois; Meridian Township, Michigan; United Cable Television of Oakland County, Michigan; United Cable Television of Mid-Michigan; Horizon Cable Television,
Charlotte, Michigan; TCI, Denver, Colorado; U.S. Department of
Energy; Prentice-Hall; Century Telephone; Korean Broadcasting Institute.  Curriculum consultant: Youngstown State University, Grand Valley State University, Clarke College.

 l960-l961  News Editor, WSUI Radio.
 
     l959-l960  Public Relations Director and member of the Advertising Department, OMC Engines and Equipment Division, Outboard Marine Corporation (Lawn-Boy power mowers, Pioneer chain saws).

     l956-l959  Public Information Officer, Ninth Coast Guard District.

     l955-l956  Advertising Department, Baldwin Piano Company.
 

RESEARCH

     National Science Foundation grant to study media environments in a variety of community types and assess future effects new communication technologies on media environments.

     Michigan Department of Mental Health-Michigan Bar Association grant to design and evaluate a communication system for remote location testimony in commitment hearings.

     National Science Foundation series of grants to design, implement and evaluate two-way cable television in public administration.

     Venture Fund (Ford Foundation) Grant for development of interactive computer aided television instruction.

     National Science Foundation telecommunication policy research planning grant.

     Corporation for Public Broadcasting study to determine methods for ascertaining community needs.

 National Science Foundation grant to develop and evaluate a social service delivery system via cable television.

     National Institute of Mental Health, Surgeon General's study of televised violence.

     Office of Education, Department of Health, Education and Welfare study of redundancy in audio-visual message elements.
 

BOOKS AND CHAPTERS IN BOOKS

 Baldwin, Thomas F., McVoy, D. Stevens and Steinfield, Charles,
  Convergence:  Integrating Media, Information and   Communication, Sage Publications, Inc., 1996.

 Baldwin, Thomas F. and Bae, Hyuhnsuhck, "Cable Television in
  the United States, in Research on Audience Viewing   Behavior Affected by the Introduction of Cable   Television, Korean Broadcasting Institute, 1995.

 Baldwin, Thomas F. and McVoy, D. Stevens, Cable      Communication, 2nd edition, Prentice-Hall, 1988.
  (Also printed in the Korean language:  Nanam Publishing
  House, 1995 and Korean Broadcasting Institute, 1993.

 Heeter, Carrie; Greenberg, Bradley S.; Baldwin, Thomas F.;   Paugh, Ronald; Srigley, Roger and Atkin, David, "Parental Influences on Viewing Style" (in Heeter, Carrie and Greenberg, Bradley S., Cableviewing, Ablex, 1988, pp 140-150.)
 
 Heeter, Carrie and Baldwin, Thomas F., "Channel Type and   Viewing Styles" (in Heeter, Carrie and Greenberg, Bradley S. eds., Cableviewing, Ablex, 1988, pp. 167-176.)

 Baldwin, Thomas F.; Heeter, Carrie; Anokwa, Kwadwo and   Stanley, Cynthia, "News Viewing Elaborated" (in Heeter, Carrie and Greenberg, Bradley S.,  eds. Cableviewing, Ablex, 1988, pp. 179-190.)

 Greenberg, Bradley S.; Srigley, Roger; Baldwin, Thomas F. and Heeter, Carrie, "Free System-Specific Cable Guides as an Incentive" (in Heeter, Carrie and Greenberg, Bradley S., eds., Cableviewing, Ablex, 1988, pp. 264-288.)

 Jones, Kensinger; Baldwin, Thomas; Block, Martin, Cable   Advertising: New Ways to New Business, Prentice-Hall,   1986.

 Baldwin, Thomas F. and McVoy, D. Stevens, Cable Com-munica-tion,   1st edition, Prenti-ce-Hall, l983.

 Reagan, Joey; Baldwin, Thomas F.; Abel, John D., "The Impact  of Mass Media Environments on Political Behavior,"  Communications Policy and the Political Process (John J.  Havick, ed.), Greenwood Press, pp. 203-2l0.

 Baldwin, Thomas F.; Greenberg, Bradley S.; Block, Martin P.;   Eulenberg, John F.; Muth, Thomas A.:  Summary, Michigan State University-Rockford Two-Way Cable Project:  System Design, Application Experiments and Public Policy Issues, Final Report, NSF Grant No. APR75-l4286, Vol. l, l978.

 Baldwin, Thomas F.:  "A Systematic Plan for Realization of a   Full-Service Two-Way Cable System:  Four Generations of Technology and Applications," in Two-Way Cable Television: Experiences with Pilot Projects in North America, Japan, and Europe, Proceedings of a Symposium Held in Munich, April 27-29, l977, W. Kaiser, H. Marko, and E. Witte (eds.). Springer-Verlag, l977, pp. 27-37.

 Greenberg, Bradley S.; Baldwin, Thomas F.; Reeves, Byron;   Thornton, Lee; and Wakshlag, Jack:  An Ascertainment Handbook for Public Broadcasting Facilities, Corporation for Public Broadcasting, l975.

 Baldwin, Thomas F., and Lewis, Colby:  "Violence in Televis-  ion:  The Industry Looks at Itself," in Television and   Human Behavior, Technical Report No. 1, George A.   Comstock and Eli A. Rubinstein (eds.), National Institute   of Mental Health, l97l, pp. 290-373.
 

ACADEMIC JOURNALS

 Baldwin, Thomas, Barrett, Marianne and Bates, Benjamin,   "Impact of Cable on Television Journalism Audiences,"   Journalism Quarterly, Fall 1992, pp. 651-658.

 Baldwin, Thomas F., Barrett, Marianne and Bates, Benjamin,
      "Uses and Values for News on Cable Television," Journal
  of Broadcasting and Electronic Media, Spring 1992, pp.   225-233.

 Baldwin, Thomas, Ono, Connie and Shirkhande, Seema, "Program        Exclusivity and Competition in the Cable Television
      Industry," Journal of Media Economics, Fall 1991, pp. 29-       45.
 
 Atkin, David J., Greenberg, Bradley and Baldwin,Thomas, "The           Home Ecology of Children's Television Viewing:  Parental           Mediation and the New Video Environment," Journal of               Communication, Summer 1991, pp. 41-52.

 Lau, Tuen-yu and Baldwin, Thomas F., "A Public Policy Strategy      for Cable Development:  The Experience of Hong Kong,"
   Telecommunications Policy, October 1990.

 Atkin, David; Heeter, Carrie; Baldwin, Thomas F.:  "Parental         Mediation of Children's TV Viewing:  A Comparison of Home
      Viewing Environments," Journalism Quarterly, Autumn 1989,
      pp. 557-63.

 Baldwin, Thomas F., "A Compromise Solution to the Program-  Type Economic Inefficiency in the Hong Kong Television Industry," Academic Journal, Department of Journalism and Communication, Chinese University of Hong Kong, 1988.

 Siemicki, Michele; Atkin, David;  Greenberg, Bradley and
  Baldwin, Thomas:  "Nationally Distributed Children's
  Television:  The Cable Contribution," Journalism
  Quarterly, Winter 1986, pp. 710-18, 734.

 Atwater, Tony; Heeter, Carrie; Stanley, Cynthia and Baldwin,   Thomas:  "Classifying Adopters and Non-adopters in Videotex," Telematics and Informatics, Vol. 4, No. 1.

 Wirth, Michael O.; Baldwin, Thomas F. and Zenaty, Jayne,    "Demand for Sex-Oriented Cable TV in the USA:  Community Acceptance and Obscenity Law," Telecommunication Policy, December 1984, pp. 314-320.

 Baldwin, Thomas F.; Abel, John D. and Skinner, Ewart C.,    "New Communication Technologies and Mass Media Environments," National Forum, Summer 1980, pp. 28-30.

 Baldwin, Thomas F.; Muth, Thomas, A. and Saxton, Judith E.,    "Public Policy in Two-Way Cable:  Difficult Issues for a Developing Technology," Telecommunications Policy, June 1979, pp. 126-133.

 Baldwin, Thomas F.; Wirth, Michael O. and Zenaty, Jayne W.,    "The Economics of Per-Program Pay Cable Television," Journal of Broadcasting, Spring 1978, pp. 143-154.

 Baldwin, Thomas F.; Greenberg, Bradley S.; Block, Martin P.   and Stoyanoff, Nicky,  "Rockford, IL:  Cognitive and   Affective Outcomes," Journal of Communication, Spring   1978, pp. 180-194.
 
 Baldwin, Thomas F., "Broadcasting in the United States:  New   Dimensions in the Concept of Public Interest," Il Diritto delle Radiodiffusioni e delle Telecommunicazioni,
  settembre/dicembre 1971, pp. 573-589.

 Baldwin, Thomas F. and Surlin, Stuart:  An Experiment in
   Graduate Student Advising," Journal of Broadcasting,
  Fall 1970, pp. 449-454.

 Baldwin, Thomas F. and Surlin, Stuart:  "A Study of Broad-cast License Renewal Applica-tion Exhibits on Ascertain-ment of Community Needs," Journal of Broadcast-ing, Spring 1970, pp. 157-170.

 Baldwin, Thomas F. and Greenberg, Bradley S.:  "A   Comparison of Public and Community Leader Attitudes Toward Local TV Programming Needs," Journal of Broadcasting, Spring 1969, pp. 111-123.

 Baldwin, Thomas F. and Surlin, Stuart:  "The Contribution
   of the Visual Element in Television Commercials,"   Journalism Quarterly, Autumn 1969, pp. 607-610.

 Baldwin, Thomas F. and Newton, Lowell:  "State Governors
   and Broadcast News:  A Survey of Facilities, Services and Attitudes," Journal of Broadcasting, Spring 1968, pp. 145-154.

 Baldwin, Thomas F. and Wiley, Donald:  "ITV Rights:  Model Policy Statements," NAEB Journal, May-June 1966, pp. 30-36.

 Siebert, Fred; Wiley, Donald and Baldwin, Thomas F.:    "Using Copyrighted Material for ITV," NAEB Journal, May-June 1965, pp. 44-47.
 

MONOGRAPHS
 
 Muth, Thomas A.; Baldwin, Thomas F.; and Saxton, Judith E.:  Decentralization of U.S. Telecommunication Policy:  A Plan for Reform, Department of Telecommunication, College of Communication Arts and Sciences, Michigan State University, August l977.

 Baldwin, Thomas F.; Muth, Thomas A. and Wirth, Michael O.:   Cable Communications in Minnesota:  Suggestions for Systematic Development, State of Minnesota, August l975.

 Baldwin, Thomas F.:  Redundancy in Simultaneously Presented
  Audio-Visual Message Elements as a Determinant of Recall, U.S. Department of Health, Education and Welfare, Office of Education, Bureau of Research, June  l968.
 

PAPERS, REPORTS AND PROCEEDINGS

 Baldwin, Thomas F., "Convergence:  Its Meaning, Scenarios,   Effect on Industry," in Convergence of Telecommunications   and Broadcasting, The 9th Korea Information Society
  Development Institute International Conference, June 17,
  1997, Seoul, Korea.

 Baldwin, Thomas F., "The Cable Telecommunications Research   Agenda," National Cable Television Association Annual
  Convention, March 1997.  Reproduced in "Key Speeches in
  Cable Telecommunications, National Cable Television   Center and Museum, 2200 South Josephine Street, Denver,   CO 80208.

 Baldwin, Thomas F., "The Challenges of Bringing Television   into the 21st Century," Korean Cable Television   Association, July, 1996.  (English and Korean)

 Baldwin, Thomas F., "Convergence:  Integrating Media,   Information and Communication.  Consequences for Service   Providers," Proceedings, 1996 APEC HRD International   Symposium, July 2-4, 1996, pp. 159-177.

 Baldwin, Thomas F., "Telecommunications Act of 1996,"   Symposium on Telecommunication, E. Lansing, MI,
  March 1996.

 Baldwin, Thomas F., "Convergence of Cable, Telephone, Data,
  Broadcasting and Entertainment," Data Processing   Management Association, Lansing, MI, March 1996.

  Baldwin, Thomas F., D. Stevens McVoy and Charles Steinfield,
  "Implications of the First Amendment for Jurisdiction   Over Integrated Broadband Networks and the Behavior of   the Telephone and Cable Industries," conference on   Telecommunications Infrastructure and the Information   Economy:  Interactions Between Public Policy and     Corporate Strategy, Consortium for Research on     Telecommunication Policy, Ann Arbor, MI, March 1995.

 Thomas F. Baldwin, "Neglected Issues in the Convergence   Debate:  Implications of the First Amendment for
  Jurisdiction Over Integrated Broadband Networks," in
  Toward a New Regulatory Paradigm:  Innovative Regulation
  as a Prerequisite for Competition in Utility Industries,
  Institute of Public Utilities, 26th Annual Conference,
  Williamsburg, VA, December, 1994.

 Thomas F. Baldwin and Sug-Min Youn, "The Evolution of Viewer
  Discrimination in the New World of Television,"      International Association for Mass Communication     Research, Seoul, South Korea, June 1994.

 Baldwin, Thomas F. and Barry Litman, "Maximizing Profits in a
  400-Channel World," Broadcast Education Association, Las
  Vegas, 1992.

 Barrett, Marianne and Thomas F. Baldwin, "Cable Television in
      Local News:  Capital Budgeting Models," Broadcast   Education Association, Las Vegas, 1992.

 Baldwin, Thomas F.; Marianne Barrett and Tony Atwater, "The Maturation of Cable:  Initiatives Portending a Comprehensive Local Service," Speech Communication Association, Chicago, November 1990.

 Baldwin, Thomas F.; Bates, Benjamin and Barrett, Marianne,   "The Impact of Cable on Television Journalism Audiences,"   Association for Education in Journalism and Mass     Communication, Minneapolis, August 1990.

 Barrett, Marianne; Baldwin, Thomas F. and Bates, Benjamin,   "The Acceptance and Value of Cable Television News   Services Among Cable Subscribers, Broadcast Education   Association, Atlanta, May 1990.

 Baldwin, Thomas F., "The Future of the Cable Industry,"   Gannett Center, Columbia University, New York, February   1990.

 Baldwin, Thomas F. and Wirth, Michael O., "Public Policy
  Implications of the Transition to a Subscription-Based
  Economic Structure for the Television Industry,"
  Association for Education in Journalism and Mass
  Communication, Washington, D.C., August 1989.

 Lau, Tuen-yu and Baldwin, Thomas F., "A Public Policy Strategy   for Cable Development: Suggestions for Hong Kong and Other Newly Industrialized Asian Nations," International Communication Association, San Francisco, May 1989.

 Baldwin, Thomas F., "Programming and Consumer Implications of  Telco-Cable Competition," The National Association of Telecommunications Officers and Advisors, Dearborn, MI, June 1989.

 Bimonthly column on the U.S. cable television industry in   Cable Communications magazine titled "U.S. Report" or              "Dateline USA," 1983-1988.

 Baldwin, Thomas F., "Cable News and Public Affairs in the        U.S.:  A Case Study,"  Seminar on Electronic Journalism:  Experience in Germany, Hong Kong and the United States, West German Goethe Institute, Hong Kong, November 28, 1987.

 Baldwin, Thomas F., "The Role of Subscription Television in   the Television Programming Economy," Radio and Television Development Fund Symposium, Taipei, Taiwan, November 13, 1987.

 Atkin, David; Heeter, Carrie and Baldwin, Thomas, "Parental   Mediation of Children's TV Viewing:  A Comparison of Cable and Noncable Households, International Communication Association, Montreal, Canada, April 1987.

 Cohen, Edward and Baldwin, Thomas, "Effects of Sampling
  Error on Radio Station Market Rankings," Broadcast
  Education Association, April 1987.

 Baldwin, Thomas F.; Yadon, Robert E. and Zenaty, Jayne W.: "Michigan State University-Rockford, Illinois Two-Way Cable Experiments, Firefighter Training," presented at Division of Telecommunications, Association for Educational Communications and Technology Annual Convention, Kansas City, Missouri, April l978.

 Baldwin, Thomas F.:  "Two-Way Broadband Cable Communication   and Power System Load Management," Report to American   Public Power Association, Engineering and Operations   Workshop, San Francisco, California, March 2, l978.

 Baldwin, Thomas F.: "Michigan State University-Rockford  Two-Way Cable Project:  Findings and Future Plans," presented to National Academy of Sciences, October 21, 1977, Washington, DC.

 Baldwin, Thomas F.: "A Systematic Plan for Realization of a Full-Service Two-Way Cable System:  Four Generations of Technology and Applications," presented at Munchner-Kreis Symposium, Munich, West Germany.

 Baldwin, Thomas:  "Experimental Applications of Two-Way  Cable Communications in Urban Administration and Social Service Delivery," Telecommunications Policy Research, Report on the l975 Conference Proceedings, Bruce M. Owen (ed.), Aspen Institute Program on Communications and Society, l975.

 Baldwin, Thomas F.; Greenberg, Bradley S., and Muth, Thomas   A.: "Experimental Applications of Two-Way Cable Communications in Urban Administration and Social Service Delivery," prepared under Grant No. SSH 74 20863 A01, National Science Foundation, January l975.
 
 Baldwin, Thomas F.; Greenberg, Bradley S., and Lenchner,   Sanford, "Social Service Delivery Via Cable Television:    Foster Parent Training (A Field Experiment, Cost     Analysis, Network Design, Implementation Alternatives and   Related Policy Issues)," Final Report to National Science   Foundation, Grant #Gl 390l8, December l974.

 Baldwin, Thomas F., "Methodologies for Ascertaining
  Community Needs in Public Broadcasting," presented at the National Association of Broadcasters Convention, Las Vegas, Nevada, November l974.

     Baldwin, Thomas F.,  "The Influence of the Network Censor on   the Character of Television Action-Adventure," l973 Annual Meeting, American Studies Association of Michigan, March l973.

 Baldwin, Thomas F.,  The WKAR and WKAR-FM Audiences,                  Michigan State University, December l970.  (Supported by   Corporation for Public Broadcasting).

 Baldwin, Thomas F.; Meuche, Steven K. and Merlos, Ramon,   "The Lansing Mexican-American Community:  A Study of General Problems and Radio Programming Preferences,"  Michigan State University, February l970.

 Baldwin, Thomas F.,  "The Short Film in Audiovisual   Research," National Conference on Cartridge Films, February l967.  (Published in Report on the National Conference on Cartridge Films, Part l, Single Concept Film Clip Project, U.S. Department of Health, Education and Welfare, Office of Education, Bureau of Research.)

 Baldwin, Thomas F.,  "Public Information and Broadcast  News,"  Annual Convention, Association for Education in Journalism, August l968, Lawrence, Kansas.

 Baldwin, Thomas F., "Basic Research in Visual Communication:    Tentative Principles,"  Association for Education in Journalism, August l968, Lawrence, Kansas.
 

PUBLIC DOCUMENTS

 Baldwin, Thomas F., "Testimony Before the Subcommittee on Communications, U.S. Senate," November 6, l975, Hearings Before the Subcommittee on Communications of the Committee on Commerce, United States Senate, F.C.C. Oversight, U.S. Government Printing Office.

 Baldwin, Thomas F. and Abel, John D.: Oral testimony before   the Federal Communications Committee on the matter of petition for rulemaking to require broadcast licenses to maintain certain program records, Docket No. 19667, November 20, l973.

 Baldwin, Thomas F. and Gluck, John K.,  Comments on
  Formulation Formula-tion of Rules and Policies Relating to   Renewal of Broad-cast Licenses, Docket No. 19153, April   22, 1971.

 Baldwin, Thomas F., and Surlin, Stuart H.,  Comments on   Federal Communications Commission Primer on Part 1,   Section IV-A and IV-B of Application Forms Concerning   Ascertainment of Community Problems, Docket No. l8774,   January 26, l970.
 

BOOK REVIEWS

 Three Blind Mice.  (Journal of Media Economics, Fall 1991.)

 The Hollywood TV Producer.  (Journal of Broadcasting, Spring  l973.)
 
 The Living Room War.   (Journal of Broadcasting, Fall l969.)

 Mass Media and Mass Man.  (Educational Broadcasting Review,        October l968.)

 Television and Human Behavior.  (Journal of Broadcasting, Fall      l964.)

 The People Look at Television.  (NAEB Journal, November  December l963.)
 

AWARDS

 1997 Cable Book Award, National Cable Television Center and
 Museum

 Distinguished Faculty Award, Michigan State University,  1976.

 Phi Kappa Phi, 1964.

 NDEA Doctoral Fellowship, 1963-65.

 DAVI Memorial Scholarship, 1964.

 Sigma Delta Chi, First Award, Radio/Television News, 1963.

 Alice M. House Award, Debate, University of Cincinnati, 1954.
 

CURRENT PUBLIC SERVICE AND MEMBERSHIPS

 Capital Campaign Cabinet, Grand Rapids Community Media Center

 Cable Commission, East Lansing, Michigan

 East Lansing Community Network Task Force

 Broadcast Education Association

 Association for Education in Journalism and Mass Communication