Embodiments of the present invention relate to digital rights management. In accordance with embodiments of the present invention, one or more portions are adaptively selected from the original digital content and used to generate the new digital content, based on the user's preference indicated in the profile. In the new digital content, all the portions are encrypted separately, for example, with different keys. In this manner, each and every portion contained in the new digital content is of interest to the user and is encrypted separately. The proposed user-specific DRM protection facilities avoiding unnecessary consumption of resources and time and improving user experience.