Synchronization of a web syndication item over a Really Simple Syndication (RSS) format between a publisher and a subscriber. The publisher creates the web syndication item by including a media content associated therewith. The synchronization metadata is defined to include a first virtual clock value associated with the created web syndication item. The first virtual clock value indicates when the web syndication item was last updated. A request for subscribing the published web syndication item is received from the subscriber. In response to the received request, the published web syndication item is transmitted to a location remote from the publisher and accessible by the subscriber. The first virtual clock value is provided to the subscriber for use by the subscriber to modify the first virtual clock value when the subscriber modifies the media content associated with the web syndication item.