[b]Big media: Adapt or die[/b] Executives from top media firms discuss how they need to embrace new technology sweeping the industry. By Paul R. La Monica, CNNMoney.com senior writer June 13, 2006: 4:53 PM EDT NEW YORK (CNNMoney.com) – The media business is getting hit by massive technological change, and executives from top media companies said industry executives had better get used to it. “The challenge is pretty clear. It’s the digital transition. We would like to say we look at it as an opportunity. Every single part of our business is going through extraordinary technological change,” Peter Chernin, president and chief operating officer of News Corp., said at a media conference in California monitored by Webcast.