A video sequence is to be transmitted at a selectable quality from a server over a network. A network control protocol operates in response to a control parameter to allocate to the server a share of available transmission capacity in proportion to the value of the control parameter. First, one determines a plurality of transmission rate values that are needed over successive time periods of the sequence for successful transmission of the sequence at a reference quality; then the control parameter is set, proportional to the transmission rate value and communicated to the control protocol at corresponding time instants. The sequences can then be transmitted, encoded at a quality from time to time selected in dependence upon the actual transmission capacity made available by the network to the server.