A method, apparatus and non-transitory computer medium are provided for encoding data of a media file for playback by a user equipment in a communications network. A request for a range of encoded data is received from the user equipment, the encoded data to be generated by encoding data from an original media file. The request for a range of encoded data is converted into a request for a range of original data from the original media file. The range of original data is retrieved and the range of original data is encoded to generate encoded data. The requested range of encoded data, from the generated encoded data, is provided to the user equipment.