An apparatus for imposing preferences on broadcast/multicast service for an end-user is described herein. The apparatus includes a first tuner that receives a first set of data transmitted from a currently selected broadcast/multicast station, wherein the first set of data includes time, station identification, and program information; a second tuner that receives a second set of data from a plurality of broadcast/multicast stations, wherein the second set of data includes individually, for each broadcast/multicast station that is available, time, station identification, and program information; a decoder that decodes the first and second sets of data received by the first and second tuners and sends this decoded data to a decision engine for further processing; and a persona database that stores a plurality of user preference profiles. Further, the decision engine is periodically operative to evaluate the currently selected station, and choose a different station if applicable, based on a preference profile selected by the end-user.