The advances in Internet Protocol TV (IPTV) technology enable a new model for service provisioning, moving from traditional broadcaster-centric TV model to a new user-centric and interactive TV model. In this new TV model, context-awareness is promising in monitoring user's environment (including networks and terminals), interpreting user's requirements and making the user's interaction with the TV dynamic and transparent. Our research interest in this paper is how to achieve TV services personalization using technologies like context-awareness and presence service on top of NGN IPTV architecture. We propose to extend the existing IPTV architecture and presence service, together with its related protocols through the integration of a context-awareness system. This new architecture allows the operator to provide a personalized TV service in an advanced manner, adapting the content according to the context of the user and his environment.