The basic working principle is it has a set of converters for various distribution requirements. The raw content is converted to as many formats as is needed. The same content is adjusted for the specific distribution type, e.g., a news story is converted to an HTML or an XML file for web viewing, whereas for distribution via WAP or SMS, the same is broken into multiple files.

On of the major problems faced in distribution of content is when content is syndicated. Syndication is usually done by replicating content on syndicate's system. For self-contained data it poses no problem but web architecture is primarily linkage driven and typically a 'container' (an HTML page, which is the end delivery to a web user, is basically a container maintaining all linkage references within it) contains the linkage to all other media. In the case of syndication this specific issue creates a problem of linkage consistency of the source and that of the receiver. Systems can vary in all respects - OS, dB, directory conventions etc. The distribution solution works around this problem by sending only the container to receiver and not the rich media files. The container is essentially a list of relevant linkages and the textual data. The generating site acts as the media repository for all other media.