Digital technology has great impact on the lifestyle as well as mindset of everybody. Media, especially the so-called traditional media, faces serious challenges as they try to adapt to the new audience and business environments created by digital technology. Among all digital areas, big data is one of the key components in the transformation of existing operations and development of new business models. This presentation tries to identify the challenges the traditional media are facing, and examine how a media organization develops its own big data strategy. It will discuss also how big-data-based transformation can have impact on the media landscape, locally and globally, in terms of audience and business.