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In this article we propose a cross-layer design model for multimedia multicast/broadcast services to efficiently support the diverse quality of service requirements over mobile wireless networks. Specifically, we aim at achieving high system throughput for multimedia multicast/broadcast while satisfying QoS requirements from different protocol layers. First, at the physical layer, we propose a dynamic rate adaptation scheme to optimize the average throughput subject to the loss rate QoS constraint specified from the upper-layer protocol users. We investigate scenarios with either independent and identically distributed (i.i.d.) or non-i.i.d. fading channels connecting to different multicast receivers. Then, applying the effective capacity theory at the data link layer, we study the impact of the delay QoS requirement (i.e., QoS exponent) on the multimedia data rate of mobile multicast/broadcast that our proposed scheme can support. Also presented are simulation results which show the trade-off among different QoS metrics and the performance superiority of our proposed scheme as compared to the other existing schemes.