In large-scale IPTV systems, it is essential to maintain high service quality while providing a wider variety of service features than typical traditional TV. Thus service quality assessment systems are of paramount importance as they monitor the user-perceived service quality and alert when issues occurs. For IPTV systems, however, there is no simple metric to represent user-perceived service quality and Quality of Experience (QoE). Moreover, there is only limited user feedback, often in the form of noisy and delayed customer calls. Therefore, we aim to approximate the QoE through a selected set of performance indicators in a proactive (i.e., detect issues before customers reports to call centers) and scalable fashion.