Abstract- In this paper we deal with the connection between value system and innovativity of media students in Serbia, Croatia and Bosnia and Herzegovina. Research sample consisted of 426 students. Connection between value system of respondents and their attitude towards innovations is established. Research has also shown that there are significant statistical intercultural and intersex differences in relation of value and attitude towards innovations. The expressed intercultural and intersex differences, according to our opinion, reflect differences in the line traditionalism- modernism, where Bosnian students are closer to the pole of traditionalism, because they evaluate the tradition that leads to group harmony very much. In case of Serbian and Croatian students, viewpoint in closer to the pole of modernism, individualism and willingness to change are highly appreciated
