The invention provides a television automatic adjustment method and a television, being applicable to technical field of television. The method comprises: a. obtaining feature information of the current user; and b. finding personalized setting parameter groups corresponding to the feature information of the current user, and transmitting the found personalized setting parameter groups to other corresponding functional modules of the television. By using the technical scheme provided in the invention, the television can automatically call the personalized setting parameter groups corresponding to the current user according to difference of users, automatically adjust the audio and video effects of the television to the favorable state of the user, thus simplifying user operation and enhancing humanization degree of the product.