A method, apparatus and computer program products are provided for facilitating coordinated content delivery in multicast/broadcast networks. One example method includes receiving content from a service provider during a content service period, identifying a content service break period, the content service break period characterized by a break in transmission of content from the service provider intended for user devices, fetching localized content, and causing delivery of the localized content during the content service break period, the delivery of the localized content being performed via Xcast to determine a most radio resource efficient delivery mechanism.