An embodiment of the present invention is a technique to localize content management of media content assets. A local content is received at a regional media center. The local content corresponds to an event localized within a locality. The local content is prepared into an asset using a media content management system. An asset package containing the asset is propagated to a head-end for distribution to a subscriber in the locality.In another embodiment of the invention, an asset package containing an asset and asset attributes is received from a propagation unit. The asset is created from a local content corresponding to an event localized within a locality. The asset is distributed to a subscriber in the locality.