When you resize, you need to configure the property to scale its contents. Since you cannot do this in the interface builder, you must do this in your code:
imgv.contentMode = UIViewContentModeScaleAspectFit;
Try the following:
UIImageView *imgv = (UIImageView *)[cell viewWithTag:1];
imgv.contentMode = UIViewContentModeScaleAspectFit;
CGRect r = CGRectMake(20.0, 20.0, 10.0, 10.0);
imgv.frame = r;
, , . , ?