7. An apparatus for providing an interactive service based on user's personal interests, the apparatus including: a first receiving processor that receives a ESG (Enhancement Service Guide) information including a service fragment describing the interactive service, wherein the service fragment includes preference criteria indicating characteristics of the interactive service for recommending the interactive service based on user's personal interests; a second receiving processor that receives a PDI (Profiles, Demographics, Interests) table via broadcast signals, wherein the PDI table includes plural PDI questions related to user's personal interests for the interactive service, wherein a PDI question of the plural PDI questions has a question ID identifying the PDI question; an obtaining processor that obtains a PDI answer for the PDI question; adding the obtained PDI answer to the PDI table; a storing processor that stores the PDI table; a determining processor that parses the preference criteria from the ESG information, wherein the preference criteria includes plurality of criterion, wherein a criterion of the plurality of criterion includes a criterion ID identifying the criterion and a criterion value indicating an answer for the criterion, wherein the preference criteria also includes matching boundary information indicating decision criteria for deciding whether to recommend the interactive service, wherein the determining processor queries whether the criterion ID of the criterion from the parsed preference criteria matches the question ID of the PDI question from stored PDI table, wherein the determining processor compares the criterion value of the criterion from the parsed preference criteria against the PDI answer corresponding to the PDI question identified by the question ID from the stored PDI table, when the criterion ID of the criterion matches the question ID of the PDI question, wherein the determining processor determines the criterion as a matched criterion, when the criterion value of the criterion matches the PDI answer corresponding to the PDI question identified by the question ID, wherein the determining processor calculates the number of the matched criterion among the plurality of criterion in the preference criteria; and recommends the interactive service when the number of the matched criterion is more than the decision criteria through an ESG.
9. The apparatus of claim 7 , wherein the preference criteria has XML (eXtensible Markup Language) schema or descriptor type.