A service distribution system supports creation of a personalized and virtual service broadcast that can be selectively clipped and cached based on content descriptors of popularity, freshness, etc. A method for selectively receiving broadcast of one or more content items associated with a service to provide a unicast or multicast user experience is described. The method may comprise: detecting a characteristic of a service, or detecting a characteristic of one or more content items, wherein the one or more content items are associated with the service, and wherein the characteristic is generated by a mobile operator and pertains to an objective measure of current user interest, selectively receiving by broadcast, to the mobile device, one or more content items associated with the service based on the characteristic, and storing the one or more content items associated with the service for access through a user interface of the mobile device.