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IMS-based IPTV is the next generation IPTV architecture that makes use of the advanced NGN functionalities to provide novel, interactive and blending IPTV services. It can also facilitate QoS guarantee based on the existing IMS service control capabilities. In the article, we propose a new architecture and the corresponding mechanisms to extend the service control functionalities in IMS to accommodate service guarantees based on Quality-of-Experience (QoE), that gears toward a more user-centric service satisfaction. Our architecture is deployed in a real IMS-based testbed, which allows to develop and investigate IPTV services under realistic user and network scenarios.