Taking into account continuous evolution of services and user’s requirements, personalized IPTV services which allow users to perform trick mode operations are becoming popular. For this, efficient content delivery to support quality of service (QoS)/ quality of experience (QoE) is very important issue. In this paper, we propose a novel peer-to-peer (P2P) proxy based IPTV delivery architecture. We also propose content delivery operation and channel allocation algorithm according to service types such as linear TV, time-shifted TV and video on demand (VoD). The proposed scheme applies different policy for each service through combination of unicast and multicast using proxy server. The aim of our paper is to achieve performance improvement in terms of delay and bandwidth in content delivery for IPTV services considering user’s dynamic behaviors and a number of TV channels. We compare results of performances using analytical tools for linear TV and VoD.