Automatic identification of media content is at least partially based upon visually capturing a still or video image of media content being presented to a user via another device. The media content can be further refined by determining location of the user, capturing an audio portion of the media content, date and time of the capture, or profile/behavioral characteristics of the user. Identifying the media content can require (1) distinguishing a rectangular illumination the corresponds to a video display; (2) decoding a watermark presented within the displayed image/video; (3) characterizing the presentation sufficiently for determining a particular time stamp or portion of a program; and (4) determining user setting preferences for viewing the program (e.g., close captioning, aspect ratio, language). Thus identified, the media content appropriately formatted can be received for continued presentation on a user interface of the mobile device.