Internet Protocol Television (IPTV), becoming a popular business model, provides interactive and personalized service. IPTV provides identification, authentication and personalized services though Set-top box (STB) by a unique hardware identifier. This is based on box-level identification, which is inconsistent with IPTV's main intention of providing personalized services. The goal of the proposed system is to provide an opportunity to use the flexible user-centric authentication mechanism through Java Card applets in the IPTV application server and 3G Wideband Code Division Multiple Access (W-CDMA) networks. When a viewer watching IPTV is successfully authenticated, an authentication token allows the subscriber to conveniently use services which are adaptable to personal preference anywhere at anytime. In addition, this paper presents effectiveness and security analysis for verifying the proposal.