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) adaptively 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.

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