Abstract
With the strategy of media integration, transformation and upgrading of media has become an important issue. In the era of big data, due to the dual impact of data and technology, the media brings both challenges and opportunities. The paper traces the characteristics of the era of big data, focuses on analyzing the challenges and opportunities in the media industry, and analyzes the transformation and upgrading of the media from the dimensions of news production and distribution to better realize the social functions of media in the era of big data. Some strategic suggestions are put forward to improve the propagation effect.