This document discloses a solution of maintaining service continuity in a multimedia broadcast service provided by a cellular network in a multimedia broadcast service area. A base station may transmit, in at least one cell provided by the base station, control information comprising an information element, wherein the information element may comprise an identifier of the multimedia broadcast service area and an indication that may cause at least one terminal device located in the at least one cell to request the multimedia broadcast service content as a transmission addressed to the at least one terminal device. The at least one terminal device may receive the control information comprising the information element that may cause the at least one terminal device to request the multimedia broadcast service content as the transmission addressed to the at least one terminal device.