A broadcast multicast service center (BM-SC), chipset therefor, and a user terminal are for a mobile communication system including a general cell that supports broadcast delivery of Multimedia Broadcast Multicast Services (MBMS) data and a specific cell that does not support broadcast delivery of MBMS data. The BM-SC includes a processor and memory communicatively coupled to the processor. The processor is configured to either transmit or receive first information to mobile terminal via the specific cell, where the first information is originally transmitted in a transmission path that does not include the general cell, and the transmission path is from the BM-SC to the user terminal. The first information includes information indicating a geographical area in which the MBMS data is delivered, information indicating a frequency at which the MBMS data is delivered, and information indicating an identifier of service by which the MBMS data is provided.