This paper discusses the phenomenon of serendipity in creative media work and in media organizations. Based on an empirical analysis of diary material, we identify and elaborate three types of serendipitous processes in media work, i.e. serendipitous, semiserendipitous and antiserendipitous processes. In addition we discuss the role of lucky incidents and human capabilities in serendipity, and consider their value to creative processes in media work and media organizations. We argue that conceptual frameworks and theories of serendipity are useful in identifying, evaluating and harnessing unpredicted and accidental creative incidents and processes. The paper shows that conceptualizations of serendipity can offer valuable frameworks and insights for research, professionals and companies in the changing media industry.