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Traditional content management systems (CMS) for digital television (TV) services usually attempt to provide friendly user interfaces with some content information for attracting new subscriptions. However, the searching and subscription functions provide limited abilities for user requirement elicitation and matchmaking of contents. With the help of ontology, this paper purposes an agent-based content management system for digital TV services. Not only users can retrieve matched contents effectively, service providers can also obtain multi-level analysis of user behaviors and achieve cross-sale of contents and services. We demonstrate the flexibility of our approach with a sample ontology and system architecture.