A bidirectional frame processing system, method and apparatus. In accordance with the inventive arrangements, a preferred directional orientation can be determined for distributed content. Upon receiving a request for content from the content viewing client, the requested content can be distributed in a directional format consistent with the specified preference of the content viewing client. Specifically, where the preferred directional orientation differs from the native orientation of the requested content, the requested content can be transcoded to rearrange not only the textual portions of the requested content, but also positioning of frames within the content. In this way, one need not store separate versions of the same content to accommodate different preferred directional orientations.