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Adaptive multimedia streaming aims at adjusting the transmitted content based on the available bandwidth such as losses that often severely affect the end-user perceived quality are minimized and consequently the transmission quality increases. Current solutions affect equally the whole viewing area of the multimedia frames, despite research showing that there are regions on which the viewers are more interested in than on others. This paper presents a novel region of interest-based adaptive scheme (ROIAS) for multimedia streaming that when performing transmission-related quality adjustments, selectively affects the quality of those regions of the image the viewers are the least interested in. As the quality of the regions the viewers are the most interested in will not change (or will involve little change), the proposed scheme provides higher overall end-user perceived quality than any of the existing adaptive solutions.