An architecture (system) and method is provided for transcoding codec information to be sent in a Session Initiation Protocol (SIP) signaling stream for rendering rich digital media content. The method is implemented on a computer infrastructure and includes: determining a codec associated with content to be sent to one or more requesting devices; determining that at least one of the one or more requesting devices do not have the codec associated with the content to be sent to the one or more requesting devices; providing codec information to the at least one of the one or more requesting devices; and sending the content to the one or more requesting devices.