Media change, talent is king. What kind of competency structure is required for media talent? This study collected 11,140 media job advertisement texts with nearly 2 million Chinese characters, constructed a capability structure model, and described and analyzed the talent capability needs of 12 subdivisions such as media and non-media industries by combining word frequency analysis and literature research, which is an empirical study of media talent capability structure, which has important reference value for media educators, industry executives and students of media faculties.