Abstract: Winding apparatus for continuously winding tape media upon reels contained within closed cartridges. The winding apparatus includes means for supplying cartridges alternatively to three separate in-line winding channels all of which perform a winding function and then collecting the wound cartridges off the individual lines and presenting an output station for a subsequent packing operation. Each channel includes vacuum extension means for reaching through an opening in each cartridge to apply an adhesive patch to the hub of the reel contained within the cartridge. Each line also includes means for continuously supplying tape media to a wind station for winding upon the reels passing through that line. At the wind station, additional vacuum means bring the leading edge of the media into the cartridge and press it against the adhesive patch, thereby attaching the media to the reel.