This disclosure provides systems and methods for transmitting content to users. In some implementations, a system can include a session manager operable to initiate a unicast session with an end user device over a dedicated channel and to transmit a unicast multimedia stream associated with the unicast session. The unicast multimedia stream can include service identifier that is recognizable to the end user. The system can also include an interface operable to receive a transmission command that includes the end-user recognizable service identifier, and to transmit the content associated with the multimedia stream to the end user device in response to the content transmission command.