A solution for power efficient transmission in a wireless telecommunication system is provided. The telecommunication system utilizes a time slot based data transmission scheme. According to the provided solution, at least a portion of time slots is allocated to a broadcast control channel on a given frequency and to at least one different channel. The transmit power levels of the time slot or time slots allocated to another channel or other channels than the broadcast control channel are then adjusted on the basis of contents of the time slots. The broadcast signal is then transmitted with a given transmit power level on a time slot allocated to the broadcast control channel, and a signal or signals on other time slots are transmitted with the adjusted transmit power level.