A method of delivering Non-Real-Time 'NRT' data to a mobile electronic device for later playback of the NRT data at the mobile electronic device, the method comprising: storing the NRT data in a memory of a server, the NRT data comprising a multimedia file; storing at least one uniform resource locator, URL, in the memory, the at least one URL including a name of at least a portion of the multimedia file, the URL further including a network address of a storage location at the server containing the multimedia file, the storage location comprising a network accessible repository maintained in the memory and being accessible to the mobile electronic device via a network; retrieving the multimedia file from the memory, and generating formatted NRT data using a processor of the server by generating header data including the at least one URL and omitting any mobile electronic device identifiers, and responsive to generating the header data, appending the multimedia file to the header data to produce the formatted NRT data; and providing the formatted NRT data to broadcast equipment for broadcasting using a first standard; responsive to the broadcasting: receiving, at the server from a specific mobile electronic device, a request for at least a portion of the multimedia file, the request based on a second standard; and retrieving and transmitting the requested portion of the multimedia file from the network accessible repository to the specific mobile electronic device, using the second standard. storing the NRT data in a memory of a server, the NRT data comprising a multimedia file; storing at least one uniform resource locator, URL, in the memory, the at least one URL including a name of at least a portion of the multimedia file, the URL further including a network address of a storage location at the server containing the multimedia file, the storage location comprising a network accessible repository maintained in the memory and being accessible to the mobile electronic device via a network; retrieving the multimedia file from the memory, and generating formatted NRT data using a processor of the server by generating header data including the at least one URL and omitting any mobile electronic device identifiers, and responsive to generating the header data, appending the multimedia file to the header data to produce the formatted NRT data; and providing the formatted NRT data to broadcast equipment for broadcasting using a first standard; responsive to the broadcasting: receiving, at the server from a specific mobile electronic device, a request for at least a portion of the multimedia file, the request based on a second standard; and retrieving and transmitting the requested portion of the multimedia file from the network accessible repository to the specific mobile electronic device, using the second standard. receiving, at the server from a specific mobile electronic device, a request for at least a portion of the multimedia file, the request based on a second standard; and retrieving and transmitting the requested portion of the multimedia file from the network accessible repository to the specific mobile electronic device, using the second standard.