The aim of this paper is to illustrate the architecture for multimedia content management support in new generation service platforms. The outlined architecture is based on the requirements identified by a set of interviews with experts from the media industry. According to the results of the interviews, the architecture has been structured into three main areas: content description, content protection, and content delivery and adaptation. The architecture also reflects emerging topics such as

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... nd-user content creation and multi-modal user interaction. Finally, it covers the whole added-value chain from the content provider to the end-user. The architecture presented in this paper aims at covering the needs both from content providers and endusers, integrating them in a heterogeneous environment composed by the execution platform by means of different access networks and terminals. From the media industry perspective, the aim of the architecture is to provide a flexible system, so they can offer their content and added-value services. From the end-user viewpoint the aim is to provide an overlay structure that supports a multimedia personalized experience anytime, anywhere.