The upcoming IEEE802.11p/WAVE (wireless access for vehicular environment) standard is intended to deliver both safety and non-safety applications to vehicles on the roads. Despite huge research on safety traffic, only a few works have investigated non-safety comfort and entertainment applications (e.g., multimedia, web browsing, e-maps) when considering the WAVE standard features and capabilities. In this paper, we focus on the effective transport of non-safety applications and design a cooperative scheme among WAVE service providers for the reservation of non-interfering channels dedicated to non-safety traffic. The proposal, which is fully compliant with the IEEE802.11p/WAVE standard, by lowering contention among providers, improves the performances of applications delivered over the service channels.