System and Method for Resource Selection During Group Communication Broadcast

Aspects of the subject disclosure may include, for example, receiving a request to initiate a multimedia broadcast multicast service (MBMS) to wirelessly distribute media content to mobile user equipment within a target geographical region using a common radio channel An efficiency metric is obtained, in response to the request, for each broadcast multicast service center (BMSC). The efficiency metric is evaluated for each of the BMSCs and one of the BMSCs is selected based on the evaluation result. Establishment of an MBMS bearer service is facilitated using the selected BMSC, and a first media content item is disseminated to the mobile user equipment within the target geographical region using the common radio channel by way of the MBMS bearer service. Other embodiments are disclosed.