Methods and apparatus of supporting multi-media broadcast services in a wireless communication system include generating a carrier capable of carrying data traffic including broadcast data and unicast data, wherein the carrier comprises a carrier type that is non-backward compatible with existing carriers. Aspects of the methods and apparatus include transmitting broadcast data in at least one subframe of a plurality of subframes. Aspects also include providing control information at least for unicast data associated with the at least one subframe and transmitting the carrier.