Method and apparatus for recommending content personally

PURPOSE: A personalized contents recommending method and an apparatus thereof for recommending contents based on the user preference are provided to recommend broadcasting contents by recognizing contents preference of a user based on sensitivity about a contents description factor. CONSTITUTION: A broadcasting viewing history profile unit(220) stores the information related to watching TV. A content profile unit(230) stores the technical elements of each content and the information of technical elements. A user sensitivity calculator(240) calculates the user sensitivity about each lower item based on the information recorded in a broadcast viewing history profile unit.