1. An apparatus of a Node B (NB), the apparatus comprising:a transmitter; and
processing circuitry configured to:
configure a cell to have a multicast broadcast area wherein a subset of downlink subframes for the cell are configured as multicast broadcast subframes, each multicast broadcast subframe comprising a first region including a first symbol of the multicast broadcast subframe and a second region including symbols other than the first symbol of the multicast broadcast subframe;
encode multicast broadcast data in the second region of each of the multicast broadcast subframes;
encode a cell specific reference signal in the first region of at least one of the multicast broadcast subframes; and
cause the transmitter to transmit the multicast broadcast subframe to a user equipment (UE) on an orthogonal frequency division multiplexed (OFDM) signal.