An apparatus automatically recommends content. A preference operation history managing unit generates history information of an operation relating to a preference for a content according to a plurality of operations relating to a preference for the content and explanation information relating to the content and using preference value parameters for each kind of these operations. A preference information managing unit generates and renews preference information including preference values in which a given preference value is based on a combination of a given keyword and a preference value for that keyword. A content recommending unit calculates a preference degree for the content according to the preference information and the explanation information with respect to the content and recommends at least a portion of the content according to the preference degree.