While there has always been a tremendous demand for streaming video over TCP/IP networks, the nature of the application still presents some challenging issues. These applications that transmit multimedia data over best-effort networks like the Internet must cope with the changing network behavior; specifically, the source encoder rate should be controlled based on feedback from a channel estimator that probes the network periodically. First, one such Multimedia Streaming TCP-Friendly Protocol (MSTFP) is considered, which iteratively integrates forward estimation of network status with feedback control to closely track the varying network characteristics. Second, a network-adaptive embedded bit stream is generated using a r-domain rate controller. The conceptual elegance of this r-domain framework stems from the fact that the coding bit rate ) (R is approximately linear in the percentage of zeros among the quantized spatial transform coefficients ) ( r , as opposed to the more traditional, complex and highly nonlinear ) ( Q R characterization. Though the r-model has been successfully implemented on a few other video codecs, its application to the emerging video coding standard H.264 is considered. The extensive experimental results show thatrobust rate control, similar or improved Peak Signal to Noise Ratio (PSNR), and a faster implementation.