One of the most important tasks in modern audiovisual content providing systems is the treatment of content and user choices from a semantic point of view. In this framework, the combination of user and content profiling is a challenging problem. This paper is part of our ongoing work in the field of content analysis and user profile extraction towards an interactive video environment; it extends on previous work on low level multimedia content, in the direction of automated extraction of semantic user preferences. Such preferences can then be utilized towards the personalization of the multimedia content offering to the end-users. The latter issue is tackled within the scope of this paper, following a methodology based mainly on the utilization of a novel mechanism of weights definition, which are combined with the automatically extracted profiling information.