An intelligent transportation system (ITS) station (400) for a vehicle (200) is described. The ITS station (400) includes a packet count and vehicle count estimator (342) arranged to receive broadcast ITS transmissions from a plurality of neighbouring vehicles and provide an indication of a number of the plurality of vehicles and a number of packets received from the plurality of neighbouring vehicles; and a fair resource allocator circuit (410) operably coupled to the packet count and vehicle count estimator (342) and configured to adjust a broadcast message rate and a modulation data rate of an ITS transmission in a cooperative manner based on application reliability requirements, the number of the plurality of vehicles and the indication of the number of received packets; and a transmitter operably coupled to the fair resource allocator circuit (410) and configured to broadcast at least one ITS message using the adjusted broadcast message rate and adjusted modulation data rate. In this manner, an ITS station is provided that may improve and support application reliability requirements, such as safety applications.