The amount of audiovisual data available on the Internet and thus of multimedia communication over today's networks is increasing at a rapid pace. Despite the availability of specific media transport protocols like RTP, most content providers make use of the well-established and reliable TCP protocol to deliver audiovisual content over the Internet. The reason is that TCP-based data delivery in general is much less complicated for the clients to be served and over today's networks traversed (including proxies and firewalls), than making use of UDP-based RTP connections. However, in case of network bandwidth fluctuations and packet losses, TCP-based media delivery may lead to annoying jerky playback at the client side, due to retransmissions and late arrival of media data. This papers deals with TCP-based perceptual QoS improvement mechanisms for increasing the media experience for the consumer under unstable network conditions. Our approach is based on media content adaptation (transcoding) to fit the actual network bandwidth continuously monitored by the sender. The proposed mechanisms are applied at the application level at the server side, leaving the existing TCP implementation untouched and therefore enabling transparent use of existing media players. An evaluation of a realistic use case is presented which underlines the efficacy of our approach.