Methods, systems, and devices are described for evolved multimedia broadcast multicast service (eMBMS) utilizing enhanced component carriers (eCCs). A wireless system may send unicast data using resources allocated for multicast transmissions (e.g., eMBMS transmissions). The presence of unicast data in a transmission time interval (TTI) scheduled for multicast transmission may be indicated by a control region within the TTI. A UE may monitor the control region to identify the presence of unicast information. A TTI scheduled for multicast transmission may also include reference signals to aid in the demodulation of multicast or unicast data. In some cases, the reference signals may be front-loaded at the beginning or embedded within the TTI. The embedded reference signals may be configured based on the type of data carried by the TTI scheduled for multicast transmission, or by length of the cyclic prefix used by the TTI scheduled for multicast transmission.