A method and apparatus are provided to enhance the efficiency of reuse of a broadcast channel. In one embodiment, the invention includes sending a first burst of a broadcast channel from a broadcast channel radio subject to a first reuse factor, and sending a second burst of the broadcast channel from the broadcast channel radio subject to a second reuse factor. In another embodiment, the invention includes broadcast channel structure with a primary segment having a first reuse factor, a plurality of secondary segments having a second reuse factor greater than the first reuse factor.