One of the challenges that the wireless industry faces today is to provide mass multimedia services to mobile and portable devices at low cost, making them affordable to users and profitable to operators. The most representative service is mobile TV, which is expected to become a key application in future wireless networks. Nowadays cellular networks cannot support large scale consumption of such services, and newly deployed mobile broadcasting networks are very expensive to deploy due to the large investment in infrastructure required to provide acceptable coverage levels. This dissertation addresses the problem of providing a cost efficient provisioning of mass mobile multimedia services with existing wireless infrastructure for digital broadcasting and cellular systems. State-of-the-art mobile broadcasting (DVB-H) and cellular (evolved 3G+ networks with HSDPA and MBMS) commercial technologies have been considered. Our approach is DVB-H centric. The main paradigm proposed to provide lower cost services is to avoid deployment a DVB-H network with high capacity and full area coverage from the beginning. Instead, it is proposed to perform an incremental DVB-H network deployment that follows the user demand. Within this context, the cellular network is essential to avoid over-dimensioning the broadcast capacity, and also in low populated areas until the deployment of a DVB-H transmitter or gap-filler becomes convenient. The main technical solution proposed in this dissertation is to perform a multi-burst protection of the transmission in DVB-H using Raptor coding. The idea behind is to exploit the time diversity of the mobile channel to improve the robustness of the transmission, and thus the coverage level, at the expense of an increased network latency. Contrarily to most technical enhancements proposed in the literature, the introduction of this technique would be backwards-compatible with existing networks and terminals, since it could be introduced as a software update either at the link or the application layer. On the other hand, this dissertation also investigates the potential efficiency improvement that can be achieved in a hybrid DVB-H/3G+ system when the cellular network is used to repair errors of the broadcast DVB-H transmissions. Raptor coding is also considered in this case, but at the application layer; since it enables an easy and efficient implementation of the repair mechanisms in such hybrid systems. In the dissertation we evaluate the potential gain that can be obtained with multi-burst forward error correction (FEC) in DVB-H compared to the conventional intra-burst FEC mechanism by means of simulations, lab and field measurements, and theoretical studies. Our results show that it is feasible to significantly increase the area coverage and the service quality in already deployed networks, as well as to reduce the investment in infrastructure required to deploy new networks. The gain is especially important for services where a large latency is not an issue, such as file download services. In these cases the area coverage can easily double, and even treble under certain conditions. The gain increases for large files, robust coding rates and for vehicular users due to their high mobility. Furthermore, for this kind of services without stringent time constraints it is possible to reduce the delivery cost by half combining a DVB-H network with a 3G+ cellular network. For DVB-H streaming services the gain due to multi-burst FEC is limited if low zapping times are desired. In this case it is necessary to combine the multi-burst coding with techniques aimed to reduce the zapping time from the perception of the users. However, it is possible to significantly increase the robustness of the transmission transmitting few services heavily protected. In particular it is possible to double the area coverage for vehicular users and up to 50% for pedestrian users. The proposed technique would also increase the service quality in already covered areas, removing practically all residual errors of the transmission.