This article, based on changing trend of “mediamorphosis”, discusses an institutional viewpoint on media. It elaborates why a new definition to solve the problems of law making, drawing communication and media position in the state and society, and to liberate its users from the notion of single technology dominance in regulations is the need of the hour. It proposes that media may be envisaged as a process institution for transforming information into knowledge for the audience by creation and enlargement of message through instruments of process and delivery.