In most developed countries, the media has faced a severe crisis. This contribution examines how an innovation process has been going on in the media, but not necessarily in a strong "creative" way. Firstly, we will propose a short literature review to recall fundamental definitions of innovation and their relevancy to analyze media. Innovation theories are linked not only to fundamental authors like Schumpeter, but also to Christensen (disruptive innovation) or Chesbrough. We will show that dominant approaches on innovation can be useful to understand some changes in the media but there are also some limits of such approaches. Secondly we will try to see how changes in the media could be analyzed thanks to a creative perspective. Thirdly we will develop a case study which is the Swiss media. This case is very illustrative since Switzerland is a country where the media is a key industry, considered as essential to democracy, and since the Swiss media is facing a crisis. The paper propose a study of changes in the media based on the idea that an innovation process includes both destruction and innovation. We show that, in the case of the Swiss media, particularly the Swiss press, three main trends have appeared: Internet and technological platforms have developed a lot, within a context of globalization, and what we have called a “googlization” of the media. In the Swiss media case, the digital development leads less to new forms of human creativity than, in fact, to a new form of industrial system driven by main actors of communication industries.