2017，the first year the blockchain technology was born，witnessed a rapid heating-up of the application of the technology，as all industries and sectors went into depth in their applications. As a technology born out of Bitcoin，blockchain has attracted attention from all around the world for its decentralizing，anonymous，autonomous，traceable and non-tampering features. In 2016，the UK government released an important report titled “Distributed Ledger Technology：Beyond Blockchain” to redefine the relationship between government and citizens in terms of data sharing，administrative transparency，and trust. In the same year，blockchain technology was included in “The 13th Five-Year National Program for the Application of Informatization Technology” issued by China’s State Council and the application of blockchain technology has been extended from financial digital currency to more and more areas such as retails，charity，insurance，medical care and media. What，on earth，is this core technology，which is described by a McKinsey research report as a technology that has the most potential to trigger the fifth subversive revolution following steam engine，electricity，information technology and the Internet. This paper gives a specific account of its application in the media industry and its future impact from the perspective of the basic principles of blockchain.