This paper proposes a service-aware cross-layer approach between application/transport layers on the mobile terminal and link layer on the wireless base station to enable dynamic control on the level of per-packet error protection for multimedia data streams. Specifically, in the context of cellular networks, the proposed scheme enables the mobile terminal to specify to the base station the desired level of Hybrid ARQ (HARQ) protection by using an in-band control feedback channel. Such protection is dynamically adapted on a per-packet basis and depends on the perceptual importance of different packets as well as on the reception history of the flow. Experimental results demonstrate the potential benefits deriving from the proposed strategy either for audio and video real-time streams as well as for TCP-based data transfers.