Abstract: The "new norm" means that China's economy has entered the stage of accelerated dividend disintegration, hard constraint enhancement and structural transformation pressure, and economic activities and behavior rules have returned to market logic. China's media industry reform and development are in the same pact with the national economic development and changes. The rapid development of the past was derived from the enjoyment of policy preferences of dividends in a very long time, while the dual market inefficient administrative regulation failure, and the current industrial development with a large scale and little influence, from the beginning to the end, never have any essential changes. Once faced with the overall economic downturn, this kind of contradiction is particularly prominent. Therefore, the goals and means of regulation reform should also conform to the essence of the new norm,including a series of measures, such as improving market structure and property right structure by incentive regulation, establishing incentive mechanism for operators, and enhancing effective competition in the media market.