A technique for operating a media distribution network is presented. In the media distribution network media data are transmitted via an access network in media bursts to a media client. Each media burst is followed by an idle period in which no media data are transmitted. A method aspect of this technique comprises receiving, from an access network node, a control message and adjusting, responsive to the control message, at least one of a media data volume of a media burst and a duration of an idle period following the media burst. The control message may be indicative of a load status of the access network, and the adjustment may be performed taking into account that load status.