This paper proposed a cross-layer dual adaptive coded modulation architecture using turbo codes for mobile multimedia communication, which simultaneously adapted to both the varying channel characteristics and the quality of service (QoS) of various mobile multimedia services to increase the average system throughput substantially. A pragmatic channel-adaptive turbo coded modulation scheme, which comes within 2.5dB of the Shannon limit, was optimally designed, and then a QoS-adaptive scheme was superimposed to build the dual adaptive architecture. Simulation results show that the novel dual adaption reduces the difference with the fading channel capacity to 2dB when assuming different services occur in equal probability and the service duration follows the exponential distribution.