A pilot channel signal for time-division multiplexing with one or more traffic channel signals in a broadcast/multi-cast signal and for code-division multiplexing with a continuously transmitted pilot channel signal is described. In an exemplary method for transmitting a broadcast/multicast signal, a pilot symbol sequence is obtained for each slot of one or more frames of the broadcast/multicast signal, so that the pilot symbol sequence varies for each slot of a given frame. The pilot symbol sequence for each slot is spread with a channelization code, and the spread pilot symbol sequence for each slot is scrambled, using a scrambling code, to form a first pilot channel signal. The first pilot channel signal is transmitted so that it is time-division multiplexed with one or more traffic channel signals transmitted during each slot and code-division multiplexed with a second pilot channel signal transmitted during all slots of the one or more frames.