Techniques for supporting broadcast, multicast, and unicast services in a cellular system are described. A Node B may multiplex data for broadcast and multicast services and data for unicast services on radio resources available for transmission. The Node B may periodically send scheduling information used to determine the radio resources carrying the broadcast and multicast services. In one design, the Node B may time division multiplex the data for the broadcast and multicast services and the data for the unicast services. The scheduling information may convey time unit(s) used for each broadcast or multicast service. In another design, the Node B may map the data for the broadcast and multicast services to time frequency blocks. The scheduling information may (i) convey the time frequency block(s) used for each broadcast or multicast service or (ii) point to control information conveying the time frequency block(s) used for each service.