A hybrid time-spatial multiplexing technique is provided for beamforming broadcast messages to mobile stations that may be within a coverage region or cell of a base station. The coverage region is divided into a plurality of segments. The mobile stations are assigned to at least one of the segments based on their locations within the coverage region or other criteria. The base station computes beamforming antenna weights which are configured to produce a radiation beam pattern from a plurality of antennas of the base station to respective ones of each of the plurality of segments in the region. A broadcast message is transmitted to each segment of the region in a time-division multiplexed manner using the beamforming antenna weights associated with the radiation beam pattern for the corresponding segment.