1. A method of receiving content, comprising: obtaining, on a wireless device, at least one global personalized content preference descriptor and at least one content-specific personalized content preference descriptor, wherein: the at least one global personalized content preference description and the at least one content-specific personalized content preference descriptor are generated based on at least one of psychographic information and personality traits of other wireless device users, wherein a global personalized content preference descriptor indicates a preference of a wireless device user applicable across all content; and the other wireless device users are selected from the group consisting of friends identified by the wireless device user, family identified by the wireless device user, and co-workers identified by the wireless device user; obtaining, on the wireless device, a predetermined content descriptor for each of a plurality of content; receiving, on the wireless device, a multicast transmission of the plurality of content; identifying, on the wireless device, for each content in the plurality of content, at least one content-specific personalized content preference descriptor associated with the content; automatically selecting, on the wireless device, at least one content from the multicast transmission of the plurality of content based on a match between at least a portion of a predetermined content descriptor associated with the at least one content from the multicast transmission and both of the at least one global personalized content preference descriptor and at least one content-specific personalized content preference descriptor associated with the at least one content from the multicast transmission; and processing, on the wireless device, the selected content, wherein a content-specific personalized content preference descriptor indicates a preference of the wireless device user applicable to only one particular content based on a type of the one particular content.