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The paper presents an MPEG-7 MDS-based metadata and user profile model used within an enhanced DTV environment for semantic annotation and personalized access to multiple sports DTV services. It is shown that in order to enable intelligent and personalized processing, management and use of multimedia content and services in a personalised way, the use of metadata descriptions and adequately formulated user profiles is most important. Application specific semantic metadata and user profile definitions are presented based on MPEG-7 multimedia description schemes (MDS) definitions. Metadata and user profile instances are generated by authoring/annotation tools or specially-designed user profile registration applications respectively. Personalized access to integrated DTV services is achieved by metadata and user profile instance description matching and respective content filtering. At the same time, dynamic client configuration, transparent to the end-user, is accomplished by automatically processing configuration specific metadata descriptions using specially designed application modules at the client side.