Abstract: A method of controlling content rendering to one or more content rendering devices (22, 24, 26, 28) associated with a consumer environment (12) includes receiving an initial content reference from within the consumer environment. Zero or more equivalent content references associated with the initial content reference are identified. A preferred equivalent content reference associated with the consumer environment is selected from the initial content reference and the equivalent content references. A content instance described by the preferred equivalent content reference is rendered on a first content rendering device. The method may also include selecting a preferred content rendering device associated with the consumer environment. The preferred content rendering device is compatible with the preferred equivalent content reference. A content instance described by the preferred equivalent content reference is then rendered to the preferred content rendering device.