A processing system may identify a trajectory of a mobile endpoint device from a first management area toward a second management area of the cellular network, identify a first media program that is being broadcast by at least one base station in the first management area on a first broadcast channel that is tuned to by the mobile endpoint device, and determine a level of aggregate demand for the first media program in the second management area, where the level of aggregate demand is increased when it is identified that the mobile endpoint device is tuned to the first broadcast channel. The processing system may further assign the first media program to a second broadcast channel of at least one base station in the second management area based upon the level of aggregate demand, and broadcast the first media program via the second broadcast channel.