We attempt, in this paper, to deal with the direct photon production phenomena in p+ p, d + Au and Au + Au collisions at RHIC energy, √ s N N = 200 GeV and in P b + P b-collisions at LHC energy, √ s N N = 2.76 TeV on the basis of a non-standard framework outlined in the text. Comparisons of the model-based results with the measured data on some observables reveal fair agreement; and they are modestly consistent with the results obtained by some other models of 'Standard' framework.