A method for providing, by a service provider, a service in a vehicular network including a control channel for exchanging management frames among communicating entities and a plurality of service channels for exchanging application-specific information among the communicating entities, includes receiving, from a service user, a request for a requested service. The method further includes performing channel load estimation on one or more of the plurality of service channels, and performing, based on the results of the channel load estimation and a priority of the requested service, scheduling the requested service to one of the plurality of service channels.