DELIVERY OF MEDIA CONTENT

Methods and apparatus are disclosed for media content distribution. In one aspect, a computer-implemented method is disclosed comprising steps of: providing a plurality of media objects, including a default object, for selection by, unicast communication (27) to, and rendering by consumer entities (30a, 30b, 30c); receiving metadata (26) for a plurality of the consumer entities indicating an extent of use of at least a subset of the media objects by said consumer entities; applying a rule relating to the consumption of media objects by the consumer entities to the metadata; and responsive to the application of the rule, generating a composite of the default object and at least one other object for multicast communication (25) to at least a subset of the consumer entities.