A process for preempting a transmission during a group call. An electronic computing device detects a user interaction by a first talk group member with multimedia content corresponding to an incident and determines an interaction measure corresponding to the user interaction with the multimedia content. The electronic computing device then adjusts a transmission preemption priority assigned to the first talk group member based on the interaction measure and an incident priority level associated with the incident. When a user input to initiate a transmission from a first communication device associated with a first talk group member is detected, the electronic computing device preempts a transmission from a second communication device associated with a second talk group member participating in the group call when the adjusted transmission preemption priority assigned to the first talk group member is greater than a transmission preemption priority assigned to the second talk group member.