In this paper, we propose a video service system that reflects user interaction in the multimedia contents to increase user satisfaction in the restricted content consumption environment. The proposed system is based on the multiple ROI(Region of Interest) coding in H.264/AVC Scalable Video Coding (SVC). The proposed system provides scalable video quality by adopting SVC. And by bidirectional communication between user and video server, it enables user to select meaningful ROI among multiple ROIs by user interaction. We implemented the test-bed of the proposed system, and showed the usefulness of the proposed system.