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The IPTV, Internet Protocol TV, is one of the hottest topics as an emerging service. This new media service has a significant potential where a various kind of content can be enjoyed in a variety of way. We are living in the content-centric world. This flood of data thanks to the evolution of the hardware since 60 year- old transistor technology becomes the potential problem these days. The user experience of this new media is thought as a key factor to success an IPTV service. Since a very early stage in ITU-T Focus Group on IPTV, QoE, Quality of Experience, is considered as a most important factor. This subjective concept should be measurable in a same manner as the QoS. The metadata function for the personalized service in IPTV will be described also.