Content may be transmitted to mobile devices, in a network, using a Multimedia Broadcast Multicast Services (MBMS) multicast technique over wireless interfaces in the network. In one implementation, network elements in the network may receive feedback about the MBMS multicast transmission, where the feedback relates to a quality of the content, as received by the one or more mobile devices, or to the quality of the radio channel. The devices may determine whether to modify transmission parameters relating to the MBMS multicast transmission and may determine whether to retransmit lost data, corresponding to the content, to the mobile devices. The lost data may be retransmitted as a unicast transmission or a multicast transmission.