This article presents a novel unequal error protection (UEP) for efficient multimedia services over mobile cellular environments, in particular for the case that runs delay- sensitive (e.g., video streaming) and delay-insensitive (e.g., ftp, http) applications simultaneously. In cdma2000 1x system, for example, one Physical Layer Packer (PLP) can obtain multiple streams from multiple information/application sources. However, each PLP is error-protected evenly without consideration f different QoS attributes of different information/application sources. The key idea to be presented in this paper is that more protection is employed to the short delay-insensitive application packets to ensure very low error rate and less protection is given to relatively long delay-sensitive application packets to get almost the same error rate as the normal case - this is using the concept of inter-media QoS classification taking advantage of Turbo coding gain and penalty. By doing this, entire rate of successful transmission for delay-insensitive application is increased so that total packet connection time is reduced with comparable quality of delay-sensitive applications. The scope of this paper is to illustrate the proposed concept, its performance gain and some identified key future works. Section 1 contains some preliminary aspects of the recent mobile cellular systems for high-speed packet access applications. Section 2 describes the key concept of the proposed scheme and its associated simulation results are presented in section 3. Conclusions are drawn in section 4 followed by the final section to identify some possible future works.