This paper presents an adaptive SVC (scalable video coding) multimedia broadcast framework for the heterogeneous wireless mobile receivers with varying display resolutions, battery constraints, channel conditions, and service subscription priorities. In a bid to achieve optimal performance two variants of optimizations, namely, Subscriber-count Maximizing Adaptive SVC Rate and Energy Saving (SM-ASRES) scheme and Revenue Maximizing ASRES (RM-ASRES) are formulated. In SM-ASRES, the optimization of multimedia encoding parameters is focused toward maximizing the number of served subscribers based only on user capability and channel conditions. On the other hand, RM-ASRES additionally considers subscribers' priority for multimedia broadcast adaptation. Energy saving at the user equipment is a result of time slicing approach at the transmission stage. As compared to the conventional broadcast schemes, the proposed user adaptive framework shows an appreciable improvement in quality of user experience and increased energy saving for hand-held mobile users, along with an increased revenue when employing RM-ASRES.Index Terms-User adaptive multimedia broadcast, scalable video coding, heterogeneous users, energy saving, quality of user experience, revenue maximization, subscription priority.