A media negotiation method for a multi-stream conference, comprising: sending (11, 301, 402), by a first media entity, a media advertisement message to a second media entity, wherein the media advertisement message carries information about at least two media data objects, the information about the media data objects at least comprises information about one real-time site picture, the information about the real-time site picture at least comprises media view information, wherein the media view information comprises: location content information of the real-time site picture, wherein the value of the location content information of the real-time site picture comprises: a conference room, seats and participants, and the media data objects are media data streams that can be provided by the first media entity for the second media entity in the multi-stream conference; receiving (12, 303, 404), by the first media entity, a media selection message sent by the second media entity, wherein the media selection message carries information, about a media data object, selected by the second media entity, and the information, about the media data object, selected by the second media entity is selected by the second media entity from the information about the at least two media data objects; and determining, by the first media entity, a corresponding media data object according to the information, about the media data object, selected by the second media entity, and establishing a media transmission channel with the second media entity, so as to transmit the corresponding media data object to the second media entity through the media transmission channel. sending (11, 301, 402), by a first media entity, a media advertisement message to a second media entity, wherein the media advertisement message carries information about at least two media data objects, the information about the media data objects at least comprises information about one real-time site picture, the information about the real-time site picture at least comprises media view information, wherein the media view information comprises: location content information of the real-time site picture, wherein the value of the location content information of the real-time site picture comprises: a conference room, seats and participants, and the media data objects are media data streams that can be provided by the first media entity for the second media entity in the multi-stream conference; receiving (12, 303, 404), by the first media entity, a media selection message sent by the second media entity, wherein the media selection message carries information, about a media data object, selected by the second media entity, and the information, about the media data object, selected by the second media entity is selected by the second media entity from the information about the at least two media data objects; and determining, by the first media entity, a corresponding media data object according to the information, about the media data object, selected by the second media entity, and establishing a media transmission channel with the second media entity, so as to transmit the corresponding media data object to the second media entity through the media transmission channel.