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The ever growing bandwidth in access networks, in combination with IPTV and video on demand (VoD) offerings, opens up unlimited possibilities to the users. The operators can no longer compete solely on the number of channels or content and increasingly make high definition channels and quality of experience (QoE) a service differentiator. Currently, the most reliable way of assessing and measuring QoE is conducting subjective experiments, where human observers evaluate a series of short video sequences, using one of the international standardized subjective quality assessment methodologies. Unfortunately, since these subjective experiments need to be conducted in controlled environments and pose limitations on the sequences and overall experiment duration they cannot be used for real-life QoE assessment of IPTV and VoD services. In this article, we propose a novel subjective quality assessment methodology based on full-length movies. Our methodology enables audiovisual quality assessment in the same environments and under the same conditions users typically watch television. Using our new methodology we conducted subjective experiments and compared the outcome with the results from a subjective test conducted using a standardized method. Our findings indicate significant differences in terms of impairment visibility and tolerance and highlight the importance of real-life QoE assessment.