For　the　limited　bandwidth　and　other　limiting　factors　in　the　video　coding,　the　visual　quality　always　cannot　satisfy　the　clients,　especially　the　subjective　visual　quality.　This　paper　proposes　a　novel　ROI-based　rate　control　scheme　for　H.264/AVS,　aiming　at　improving　the　subjective　visual　quality.　In　our　scheme,　an　efficient　method　is　presented　for　extracting　Region-of-Interest　(ROI)　adoptively　and　exactly　with　introducing　some　new　concepts.　Relatively　more　bits　are　allocated　to　Region-of-Interest　and　the　frames　with　high　complexity.　The　extensive　experimental　results　show　that　proposed　rate　control　scheme　can　control　bit　rates　more　accurately　and　achieve　better　subjective　visual　quality　than　the　rate　control　scheme　JVT-G012　in　the　latest　JVT　H.264/AVC　reference　model　JM11.0.　©　2008　IEEE.