1. An information processing apparatus for executing a process of selecting a content suiting preference of a user, comprising: attribute information obtaining means for obtaining attribute information of said content; operation history obtaining means for obtaining an operation history of said user; preference information generating means for generating first preference information indicating positive factors of the preference of said user and second preference information indicating negative factors of the preference of said user on a basis of said operation history obtained by said operation history obtaining means; and recommendation information generating means for generating recommendation information indicating the content recommended for viewing to said user by calculating a degree of similarity between said first preference information and said attribute information and a degree of similarity between said second preference information and said attribute information independently of each other.