Transmitting content and tailoring encoding according to application requirements. To change encoding, choosing an operation point for encoding content depending on the application receiving the content, sending data representative of the chosen operation point to a sender of the content, receiving data representative of an operation point from a receiver of the content, adapting encoding of the content depending on the received data representative of the operation point, encoding the content based on the operation point, sending the encoded content to the receiver, and receiving the encoded content wherein the encoding is based on the operation point is provided.