Media communication: overcoming the time and space in dialogue with the audience

The paper presents the dialogic aspect of media focusing on the specifics of television. The author of media products and the audience are at a distance, separated in space and time, but they are able to build an effective dialogue, to become companions. In the framework of mediated communication the signs of interpersonal communication in which it can be possible to match «desirable» image of the audience with the authors' real audience and vice versa appear.