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This paper intends to provide an architectural overview designed to improve interactivity around IPTV services, and focusing on optimization and new services that can be achieved when IMS is combined with existing standards such as MPEG-4, MPEG-7 and MPEG-21. Several approaches have introduced the need for an integrated solution within the core of an IMS network. In addition, MPEG as a set of standards has proved to be efficient and is well accepted in the IPTV industry world. On top of this architecture, various real life business cases are presented to show the improvements and advantages of this paper.