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 (B) 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 a presence of a previously embedded watermark (A) in the segment , and when the presence of a previously embedded watermark (A) in the segment is determined: • controlling the embedding of the second segment watermark (B) in the segment of the composite content item , by inhibiting the embedding of the second segment watermark (B) in the segment of the composite content item ; • logging an association of the previously embedded watermark (A) with the second segment watermark (B) 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 (B) 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 a presence of a previously embedded watermark (A) in the segment , and when the presence of a previously embedded watermark (A) in the segment is determined: • controlling the embedding of the second segment watermark (B) in the segment of the composite content item , by inhibiting the embedding of the second segment watermark (B) in the segment of the composite content item ; • logging an association of the previously embedded watermark (A) with the second segment watermark (B) in a watermark transaction log for the segment of the composite content item . • for each segment of the composite content item determining a presence of a previously embedded watermark (A) in the segment , and when the presence of a previously embedded watermark (A) in the segment is determined: • controlling the embedding of the second segment watermark (B) in the segment of the composite content item , by inhibiting the embedding of the second segment watermark (B) in the segment of the composite content item ; • logging an association of the previously embedded watermark (A) with the second segment watermark (B) in a watermark transaction log for the segment of the composite content item . • controlling the embedding of the second segment watermark (B) in the segment of the composite content item , by inhibiting the embedding of the second segment watermark (B) in the segment of the composite content item ; • logging an association of the previously embedded watermark (A) with the second segment watermark (B) in a watermark transaction log for the segment of the composite content item . <EOS>