A system and method of providing personalized broadcast transmissions Broadcasting-Party-Designated Recipients over a mobile telecommunications Radio Area Network is provided. The Broadcasting Party can send multimedia content for a personalized broadcast to an IMS Application Server in a SIP Message and broadcast the multimedia content to the mobile telecommunications terminals of the Broadcasting-Party-Designated Recipients. The personalized broadcast transmission can be generating using a plurality of unicast transmissions or a multicast transmission made to a multicast channel/address.