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 having a plurality of items; preference information generating means for generating preference information corresponding to a same element in a predetermined item of the plurality of said items, using said attribute information including said element; and recommendation information generating means for generating recommendation information indicating the content recommended for viewing to said user by extracting said preference information corresponding to said element in said predetermined item and calculating a degree of similarity between said preference information and said attribute information.