A cellular communication system (100) is arranged to support a single cell identifier reuse pattern using a first communication. Management logic (146) comprises broadcast mode logic (150) arranged to support a common cell identifier reuse pattern for broadcast transmissions amongst a cluster of communication cells using a second communication. A plurality of wireless serving communication units are operably coupled to the management logic. At least one wireless communication unit comprises logic arranged to support a unicast communication using a first communication cell identifier and logic arranged to support broadcast communication using a common cell identifier (215) to be used by the wireless communication unit in receiving broadcast communication across the cluster of communication cells.