Mobile video broadcasting service, or mobile TV, is expected to become a popular application for 3G wireless network operators. Most existing solutions for video Broadcast Multicast Services (BCMCS) in 3G networks employ a single transmission rate to cover all viewers. The system-wide video quality of the cell is therefore throttled by a few viewers close to the boundary, and is far from reaching the social-optimum allowed by the radio resources available at the base station. In this paper, we propose a novel scalable video broadcast/multicast solution, SV-BCMCS, that efficiently integrates scalable video coding, 3G broadcast and ad-hoc forwarding to balance the system-wide and worst-case video quality of all viewers at 3G cell. In our solution, video is encoded into multiple layers. The base station broadcasts different layers at different rates to cover viewers at different ranges. All viewers are guaranteed to receive the base layer, and viewers closer to the base station can receive more enhancement layers. Using ad-hoc connections, viewers far away from the base station can obtain from their neighbors closer to the base station the enhancement layers that they cannot receive directly from the base station. We study the optimal resource allocation problem in SV-BCMCS and develop practical helper finding and relay routing algorithms. Through analysis and extensive OPNET simulations, we demonstrated that SV-BCMCS can significantly improve the system-wide video quality at the price of slight quality degradation of a few viewers close to the boundary.