diff --git a/includes/media.variables.inc b/includes/media.variables.inc
index c11445a..7e958b1 100644
--- a/includes/media.variables.inc
+++ b/includes/media.variables.inc
@@ -152,6 +152,9 @@ function media_variable_default($name = NULL) {
        // This is set in media_enable().  It will show a persistant dsm on every page
        // until the user runs the batch operation provided by media_admin_rebuild_types_form().
       'show_file_type_rebuild_nag' => FALSE,
+    
+      // This is array of user-defined view modes
+      'view_modes' => array(),
     );
   }
 
diff --git a/media.admin.inc b/media.admin.inc
index dbb5d64..0c6fc1c 100644
--- a/media.admin.inc
+++ b/media.admin.inc
@@ -656,4 +656,67 @@ function media_admin_rebuild_types_batch_complete($success, $results, $operation
     media_variable_del('show_file_type_rebuild_nag');
   }
   drupal_set_message($message);
+}
+
+/*
+ * From callback for custom view mode edit form.
+ */
+function media_admin_view_mode_add($form, $form_state) {
+  $form['name'] = array(
+    '#type' => 'textfield',
+    '#title' => t('Name'),
+    '#description' => t('The human-readable name of new view mode.'),
+    '#required' => TRUE,
+  );
+
+  $form['machine_name'] = array(
+    '#type' => 'machine_name',
+    '#title' => t('Machine readable name'),
+    '#machine_name' => array(
+      'exists' => '_media_check_view_mode_exists',
+    ),
+  );
+
+  $form['submit'] = array(
+    '#type' => 'submit',
+    '#value' => t('Save'),
+  );
+
+  $redirect = isset($_GET['destination']) && !url_is_external($_GET['destination']) ? drupal_parse_url($_GET['destination']) : 'admin/config/media/types';  
+  $redirect = is_array($redirect) ? $redirect['path'] : $redirect;
+  $form['cancel'] = array(
+    '#markup' => l(t('Cancel'), $redirect),
+  );
+
+  return $form;
+}
+
+/*
+ * Submit callback form custom view mode edit form.
+ */
+function media_admin_view_mode_add_submit(&$form, &$form_state) {
+  if ($form_state['clicked_button']['#type'] == 'submit') {
+    // Read form values
+    $machine_name = $form_state['values']['machine_name'];
+    $human_name = $form_state['values']['name'];
+
+    // Get list of current list of custom view modes and add new
+    $view_modes = media_variable_get('view_modes');
+    $view_modes[$machine_name] = $human_name;
+
+    // Save populated list of view modes and set message
+    media_variable_set('view_modes', $view_modes);
+    drupal_set_message(t('Custom view mode %name was succesfully created.', array('%name' => $human_name)));
+  }
+}
+
+/**
+ * Checks if custom view mode already exists.
+ *
+ * @param $machine Machine name to be tested.
+ * @return TRUE if a view mode with given machine name does not exist yet.
+ */
+function _media_check_view_mode_exists($machine) {
+  $view_modes = media_field_view_modes('media');
+  return isset($view_modes[$machine]);
 }
\ No newline at end of file
diff --git a/media.fields.inc b/media.fields.inc
index de28823..feedcce 100644
--- a/media.fields.inc
+++ b/media.fields.inc
@@ -88,6 +88,12 @@ function media_field_view_modes($obj_type) {
       'media_large' => array('label' => t('Large'), 'custom settings' => FALSE),
       'media_original' => array('label' => t('Original'), 'custom settings' => FALSE),
     );
+    
+    // Add custom user-submitted view modes
+    $view_modes = media_variable_get('view_modes');
+    foreach ($view_modes as $machine => $mode) {
+      $modes[$machine] = array('label' => $mode, 'custom settings' => TRUE);
+    }
   }
   return $modes;
 }
@@ -454,3 +460,20 @@ function media_field_update_instance($instance, $prior_instance) {
     media_filter_invalidate_caches();
   }
 }
+
+/**
+ * Implements hook_form_FORM_ID_alter().
+ *
+ * Adds "Add new view mode" to "manage display" pages for media entity type.
+ */
+function media_form_field_ui_display_overview_form_alter(&$form, &$form_state, &$form_id) {
+  if ($form['#entity_type'] == 'media') {
+    $form['modes']['add_mode'] = array(
+      '#prefix' => '<ul class="action-links"><li>',
+      '#suffix' => '</li></ul>',
+      '#markup' => l(t('Add new view mode'), 'admin/config/media/types/view-mode/add', array(
+        'query' => array(drupal_get_destination()))
+      ),
+    );
+  }
+}
\ No newline at end of file