A method and apparatus for service control in which a service centralization and continuity application server (SCC AS): receives a first SIP message for establishing an IMS centralized service session; receives early session media information; and sends a second SIP message carrying the early session media information to a media gateway control device. The early session media information is carried in the second SIP message in a form of regular session media information, thus the media gateway control device uses an existing circuit switched bearer to transmit early session media to a first user equipment. The existing circuit switched bearer is established under control of the media gateway control device for a session between the first user equipment and a third user equipment. The SCC AS receives an off-hook signal from the second user equipment, and sends the regular session media information to the media gateway control device.