This chapter discusses the various issues that surround the development stage of mobile TV services. It highlights the importance of Quality of Experience (QoE), which is a shift in paradigm away from the widely studied Quality of Service (QoS). We discuss the factors affecting QoE and the types of assessment methods used to evaluate QoE. A QoE-layered model is presented with the aim of ensuring end-to-end user satisfaction. Using a case study, we develop a QoE management framework. We argue that gaining an understanding of users’ perceptions and their service quality expectations may assist in the development of QoE models that are user centric.