In an exclusive interview, Shang Jun, executive deputy director of the Blockchain Special Committee of the China Communications Industry Association, said that the blockchain must strengthen cooperation with other technologies (Internet of Things, big data, artificial intelligence, etc.). Second, the application of blockchain must fully consider the upstream and downstream of the industry, rather than developing independent industry applications. At the same time, the landing of blockchain in the cultural industry will have greater advantages than other industries. He explained that the integration of blockchain and media can be carried out from the following perspectives. In the first perspective, an open public review and traceability mechanism for media sources addresses the issues of "truth" and "trust" of media products. The second perspective is the integrated digital rights solution, which can solve the problem of revenue of media products. The third angle is to build a credible effect analysis system to solve the problem of "brush amount" and the difficulty of confirming the spread effect.