We propose an alternative framework for total variation based image denoising models. The model is based on the minimization of the total variation with a functional coefficient, where, in this case, the functional coefficient is a function of the magnitude of image gradient. We determine the considerations to bear on the choice of the functional coefficient. With the use of an example functional, we demonstrate the effectiveness of a model chosen based on the proposed consideration. In addition, for the illustrative model, we prove the existence and uniqueness of the minimizer of the variational problem. The existence and uniqueness of the solution associated evolution equation are also established. Experimental results are included to demonstrate the effectiveness of the selected model in image restoration over the traditional methods of Perona-Malik (PM), total variation (TV), and the D-α-PM method.