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In a time when media content, including user-generated, is flooding the Internet, and WebTV services are becoming more and more attractive and competitive, “fenced wall” IPTV operators need to come up with clear benefits, focusing on high content quality and guaranteed QoS/QoE. Quality guarantees can be achieved only via an end-to-end network and service management architecture, supported by an efficient monitoring system. This article discusses cross-layer IPTV service and network monitoring approaches, presenting overall aims and challenges, metrics to be monitored, and measurement strategies according to point of observation (in-network or client-side monitoring). Finally, it presents the monitoring system developed within the ALICANTE research project as an example of a complete end-to-end cross-layer monitoring framework for media services.