A method and an apparatus for controlling media delivery in a multimedia transport network. The method includes transmitting composition information (CI) on media assets within a media package to be transmitted, to a user equipment (UE), packetizing the media assets of the media package to packets, transmitting some of the packets to the UE, receiving a feedback message including information on an available bitrate determined by the UE from the UE while the some of the packets are transmitted, selecting media data, which can be transmitted according to the available bitrate, from the media package by using asset delivery characteristics (ADCs) of the media assets within the media package, and packetizing the selected media data to packets and transmitting the packets to the UE.