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With their inherent broadcast capacities and reliable extensive geographical coverage, the broadband satellite networks are emerged as a promising approach for the delivery of multimedia services in 3G and beyond systems. To utilise the available resources in an optimized way whilst guaranteeing the diverse quality-of-service (QoS) demands, an Adaptive QoS-aware Resource Allocation (AQRA) scheme is proposed in this paper for multimedia delivery in satellite broadcasting networks. By taking into account essential aspects of a successful QoS provisioning whilst preserving the system power/resource constraints, the proposed scheme is capable of allocating the resources, in an adaptive manner, according to the current QoS satisfaction of each session. Simulation results prove that the AQRA achieves significantly better performance than those of existing schemes on multiple performance metrics.