Content originated by a mobile device may be transmitted, via multicast, to one or more other mobile devices. In one implementation, a method may include receiving, from a mobile device attached to a wireless network, a request to initiate a multicast transmission of content generated by the mobile device. The method may further include determining one or more wireless coverage areas to which the multicast transmission of the content is to be provided; receiving, from the mobile device, a unicast transmission of the content; and distributing the received content, via one or more multicast data channels that are broadcast in the one or more wireless coverage areas.