While joint source channel coding techniques and broader cross-layer design concepts have been well investigated in the information theory and other research communities, little progress has been made toward enabling related capabilities in practical systems which operate mainly based on layer separation principles. This talk will address our recent progress toward demonstrating the practical benefits of cross-layer cooperation in wireless systems, with a particular focus on mobile video services over LTE Advanced and IEEE 802.16m (both unicast video and multicast/broadcast services). We will describe our general technical approach for studying cross-layer cooperation, present our results based on simulation and experimental evaluations that demonstrate performance enhancements in terms of service capacity and quality of user experience, and summarize future challenges and opportunities.