The present disclosure relates to an apparatus, system and method for processing transmedia content data. More specifically, the disclosure provides for identifying and inserting one item of media content within another item of media content, e.g. inserting a video within a video, such that the first item of media content appears as part of the second item. The invention involves analysing a first visual media item to identify one or more spatial locations to insert the second visual media item within the image data of the first visual media item, detecting characteristics of the one or more identified spatial locations, transforming the second visual media item according to the detected characteristics and combining the first visual media item and second visual media item by inserting the transformed second visual media item into the first visual media item at the one or more identified spatial locations.