METHODS AND APPARATUSES FOR SHARING USER PROFILES

Embodiments include methods and apparatus for personalizing access to broadcast content items. One embodiment includes a method comprising detecting physical proximity of a mobile device, receiving data from the mobile device identifying a user of the mobile device, identifying at least one local profile based on the data identifying the user, identifying at least one content item accessed by the user on the mobile device, updating the local profile based on the identified content item, and delivering content items to the user by reference to the user profile. Other embodiments include systems and apparatus configured to perform the method and related functions.