Content service(s) to device(s) is provided. Availability of broadcast transmission of said content is determined after an indication is signaled that a dedicated unicast radio bearer is needed/is not needed for reception of said content. Subsequent to reception of the indication the content is transmitted over a dedicated unicast radio bearer or broadcasting. Transmission of the content can be supported by an indication of a need for a continued network connection for the device even when the amount of unicast traffic over the connection in a core network does not justify maintenance of the connection to cause the core network to refrain from releasing said network connection. Unicasting of content to a device moving from a first to a second cell can be continued based on signaling of a message to a control entity of a second cell, the message providing information of the identity of the service(s).