Media is distributed via a scalable ad hoc geographic routing/broadcast protocol. Media can be transmitted from a mobile device to a cluster of mobile devices that are geographically located in a particular region. Devices that are located between the source and the intended target can act as routers with the ability to forward data packets toward the intended destination. In essence, a geocast network cloud is established, allowing any device within the cloud to communicate with any other device in the cloud. Devices in the network can constantly change position and the transmission path through the network can be constantly changing. The geocast protocol adapts to the changing conditions.