Multimedia Quality of Experience (QoE) is not only a matter of Quality of Service (QoS). Network-based metrics such as delay, jitter or packet loss ratio are critical indicators for multimedia services; nevertheless, we believe that considering the expectations of all the parties in a communication scenario can help improving the overall QoE. Through the empirical examples of radio and movies production, we show that the form of a multimedia object must serve its content, i.e. the author(s)' intentionality. We propose an intention-aware multimedia model which explicitly distinguishes form and content to grant robustness and flexibility to multimedia communications, persisting the producer(s)' intention while adapting it to the consumer(s)' context. Finally, this approach is studied in an immersive video-conferencing use case.Index Terms-immersive communication, multimedia, quality of experience, quality of service