In addition to traditional Quality of Service (QoS), Quality of Experience (QoE) poses a real challenge for Internet service providers, audio-visual services, broadcasters and new Over-The-Top (OTT) services. Therefore, objective audio-visual metrics are frequently being dedicated in order to monitor, troubleshoot, investigate and set benchmarks of content applications working in real-time or off-line. The concept proposed here, Monitoring of Audio Visual Quality by Key Performance Indicators (MOAVI), is able to isolate and focus investigation, set-up algorithms, increase the monitoring period and guarantee better prediction of perceptual quality. MOAVI artefacts Key Performance Indicators (KPI) are classified into four categories, based on their origin: capturing, processing, transmission, and display. In the paper, we present experiments carried out over several steps with four experimental set-ups for concept verification. The methodology takes into the account annoyance visibility threshold. The experimental methodology is adapted from International Telecommunication Union -Telecommunication Standardization Sector (ITU-T)The research leading to these results has received funding from the European Regional Development Fund