Method of distributing media content comprising a plurality of content items, the method comprising: • providing at least one first content item from a first source, each first content item comprising at least one first segment; • providing a second content item from another source, being a second source, the second content item comprising at least one second segment, the at least one second segment having a first segment watermark embedded therein; • concatenating first segments of the at least one first content item and second segments of the second content item into a composite content item; • embedding a second segment watermark in the composite content item, • sending the watermarked composite content item for distribution; wherein the embedding a second segment watermark in the composite content item comprises: • for each segment of the composite content item determining (110, 510) a presence of a previously embedded watermark in the segment, and when the presence of a previously embedded watermark in the segment is determined: • controlling (110, 512) the embedding (125, 504) of the second segment watermark in the segment of the composite content item, by inhibiting the embedding (125, 504) of the second segment watermark in the segment of the composite content item; • logging (115, 515) an association of the previously embedded watermark with the second segment watermark in a watermark transaction log for the segment of the composite content item. • providing at least one first content item from a first source, each first content item comprising at least one first segment; • providing a second content item from another source, being a second source, the second content item comprising at least one second segment, the at least one second segment having a first segment watermark embedded therein; • concatenating first segments of the at least one first content item and second segments of the second content item into a composite content item; • embedding a second segment watermark in the composite content item, • sending the watermarked composite content item for distribution; wherein the embedding a second segment watermark in the composite content item comprises: • for each segment of the composite content item determining (110, 510) a presence of a previously embedded watermark in the segment, and when the presence of a previously embedded watermark in the segment is determined: • controlling (110, 512) the embedding (125, 504) of the second segment watermark in the segment of the composite content item, by inhibiting the embedding (125, 504) of the second segment watermark in the segment of the composite content item; • logging (115, 515) an association of the previously embedded watermark with the second segment watermark in a watermark transaction log for the segment of the composite content item. • for each segment of the composite content item determining (110, 510) a presence of a previously embedded watermark in the segment, and when the presence of a previously embedded watermark in the segment is determined: • controlling (110, 512) the embedding (125, 504) of the second segment watermark in the segment of the composite content item, by inhibiting the embedding (125, 504) of the second segment watermark in the segment of the composite content item; • logging (115, 515) an association of the previously embedded watermark with the second segment watermark in a watermark transaction log for the segment of the composite content item. • controlling (110, 512) the embedding (125, 504) of the second segment watermark in the segment of the composite content item, by inhibiting the embedding (125, 504) of the second segment watermark in the segment of the composite content item; • logging (115, 515) an association of the previously embedded watermark with the second segment watermark in a watermark transaction log for the segment of the composite content item.