Transmission of a cellular broadcast message, comprising identification data associated with content to be transmitted to the user equipment, is performed using a first communications channel that carries cellular broadcast messages. Based on a determination that the cellular broadcast message relates to an emergency, a periodicity associated with a frequency of cellular broadcast message transmissions can be modified, and a network device can transmit the emergency alert message to the user equipment at the modified periodicity. A second communications channel associated with a communications network protocol can be selected, based on a network transmission condition. A connection can be established via the second communications channel with an application server device based on the identification data, and content from the application server device can be transmitted to the user equipment.