In a digital economy characterised by rapid technological advances and previously uncharted entrepreneurial territories, the task of predicting the future layout of industries and value chains becomes exceedingly important, albeit also highly problematic. As a result, scholars face difficulties in their attempts to theorise on the real strategic implications of the digital economy, while many practitioners fail to become and remain competitive in an ever-changing landscape on the verge of a potential worldwide economic slowdown. In this paper, we propose a business process modelling approach for addressing the problem of predicting the implications of ongoing transformations in industries through the combined effect of technological advances and new business opportunities. An analytical framework and model development guidelines are proposed, while a case study in the media sector is employed to highlight how the method can be utilised to identify transformations in advertising practices in the evolving market of digital television.