With　the　further　development　of　the　video　communication,　how　to　use　the　limited　bandwidth　to　obtain　better　visual　quality　is　increasingly　important,　especially　the　subjective　visual　quality.　Statistically,　good　visual　quality　of　region-of-interest　(ROI)　could　always　improve　the　overall　subjective　quality　of　the　video.　In　this　case,　a　novel　rate　control　scheme　with　ROI　concern　is　proposed　in　this　paper.　For　extracting　ROI　exactly,　a　simple　and　efficient　approach　is　also　introduced　here.　By　adaptively　adjusting　the　QP　value,　relatively　more　bits　are　allocated　to　region-of-interest　to　enhance　the　visual　quality　of　ROI　based　on　the　image　complexity,　which　we　use　the　direct　MAD　to　evaluate　primarily.　Compared　with　the　rate　control　scheme　JVT-G012　in　the　latest　JVT　H.264/AVC　reference　model　JM11.0,　the　proposed　rate　control　scheme　improves　the　overall　subjective　visual　quality　significantly.　©2008　The　Institution　of　Engineering　and　Technology.