Apparatus and method for managing user preference informations of the custom broadcasting system

A preference information management apparatus of a customized broadcast system and a method thereof are provided to expand collected user preference information sufficiently for program recommendation, thereby providing a customized service of high reliability and satisfaction based on the expanded user preference information. A preference information analyzing unit analyzes preference information of a user based on a viewing pattern of a user. A preference information expanding unit conceptualizes user preference information outputted from the preference information analyzing unit by ontology mapping(S240). The preference information expanding unit expands the user preference information by using keyword information of the conceptualized user preference information(S250). A preference contents recommendation unit recommends contents whose user preference degree is high based on a frequency of the expanded preference information by the preference information expanding unit(S260).