A method of multimedia broadcast multicast service (MBMS) content aware scheduling and receiving for network of a wireless communication system includes receiving data of different resolutions generated from a data source from an MBMS content provider, and scheduling a plurality of MBMS services of different resolution levels formed with the received data on a plurality of multicast traffic channels overlapping in time, wherein data of an MBMS service of a first resolution level on a first multicast traffic channel are shared with another multicast traffic channel corresponding to an MBMS service of a second resolution higher than the first resolution.