Incorporation of the University Practice Medium and its Transformation into the Community Medium

The contribution comprehensively describes an eight-year research process of incorporation of the university television broadcasting into the educational university process. The result is the implementation of a practice and community medium into the university structure. The sample process is verified on the basis of triangulation in a theoretical and empirical research with the analysis of a three-year operation of a university television broadcasting called the NEON TV on the ground of Tomas Bata University in Zlin. The research results become the basis for implementation of a community medium operating within the academic environment synergically at two levels. First, at the level of a practice medium on the basis of an audiovisual laboratory; second, at the level of a community medium with informative, educational and community functions.