A system for and method of transmitting audio and visual programming content, by identifying an amount of broadcast transmission capacity available for transmitting the content to one or more users. The content is separated into at least first and second portions based on user demand for the content and/or the identified available broadcast transmission capacity. The first portion of the content is transmitted, to a receiver/STB associated with at least one of the users, using the identified broadcast transmission capacity; and the second portion of the content is transmitted to the receiver using transmission other than broadcast transmission. The content can include nonlinear content. Transmission other than broadcast transmission can include unicast transmission, which can be in response to a user request and/or an initiation by a server. The received nonlinear content can be stored at the receiver for play back at a time different from the time of transmission.