Abstract: Human use of media for information exchange is as long as human history. Since human beings began to use media for communication activities, human beings have never stopped paying attention to and thinking about media. As one of the most active factors in the development of media, media technology is increasingly showing its importance. However, the current media research is limited to the field of media, and only a few scholars consider the media technology itself from the personalized data service of university library. This paper summarizes the characteristics of the current university library data reading service, which mainly has the characteristics of late start and rapid development. This paper emphatically points out the problems existing in the data reading service of university library, such as the lack of professionals in university library, narrow data service channels, single service content, and insufficient communication channels between readers, service personnel and readers. Finally, this paper puts forward some suggestions to improve the effect of data reading service of university library. The main points are as follows: the first is to do a good job in serving the data service professionals of University Libraries and constantly improve their professional skills; the second is to further introduce relevant diversified talents; the third is to expand the online and offline data reading service channels; the fourth is to require the data service personnel of relevant university libraries to fully understand the situation of readers and pay attention to the follow-up service effect before and after data reading service.

Key words: Media technology, University library, Personalized data, Service strategy