This paper considers the transmission of scalable video via broadcast and multicast to increase
spectral and energy efficiency in cellular networks. To address this problem, we study the use of generalized
spatial modulation (GSM) combined with non-orthogonal hierarchical M-QAM modulations due to the capability to exploit the potential gains of large scale antenna systems and achieve high spectral and
energy efficiencies. We introduce the basic idea of broadcasting/multicasting scalable video associated
to GSM, and discuss the key limitations. Non-uniform hierarchical QAM constellations are used for
broadcasting/multicasting scalable video while user specific messages are carried implicitly on the indexes
of the active transmit antennas combinations. To deal with multiple video and dedicated user streams
multiplexed on the same transmission, an iterative receiver with reduced complexity is described. 5G New
Radio (NR) based link and system level results are presented. Two different ways of quadruplicating the
number of broadcasting programs are evaluated and compared. Performance results show that the proposed GSM scheme is capable of achieving flexibility and energy efficiency gain over conventional multiple input multiple output (MIMO) schemes.