A scheme substantially similar to that used in HSDPA (in which a downlink channel is provided for data transmission, and at least one associated control channel is provided for transmission of control information including information related to availability of a portion of the transmitted data for the current UE on the downlink channel) is adapted for prolonged high data rate transmission, particularly for MBMS transmission. A duration of the data portions sent on the downlink channel is varied possibly up to high duration values (as compared with a duration of one TTI). User equipment enjoying the service is informed of the duration of the imminent available data portion in a field suitably defined and transmitted as control information on the associated control channel(s). Advantageously, during the “long” decoding of the data portion, the UE does not monitor the associated control channel(s), so that the impact on the terminal's battery is considerably reduced.