"The Digital Agenda for Europe" is the flagship for EU's growth strategy and road map for becoming a smart, sustainable and inclusive economy in Europe. This article introduces the policies and actions of the Agenda and reviews the progress that the EU has made in 2011 for completing the Agenda's plans on ICT and new media development. Now internet and the digital technology not only are rapidly changing the way of life in Europe,but also become the crucial elements of EU's speeding up digital society and economic recovery. This article also concentrated on explaining how the Agenda is bring about new chance for the new media in digital content innovation and the challenge for the protection of European culture diversity and heritage during the process of EU's digital singe market moving forward. <<