A method of making a user specific media content recommendation to a user of a mobile radio terminal that is configured to receive media content. The media content is made available by a media content provider to plural mobile radio terminals. Content selection behavior of a group of content consumers for the media content using respective mobile radio terminals is monitored to build a database of content selection patterns. Content selection behavior of the user is monitored to establish a user content selection pattern. The user content selection pattern is matched to a content selection pattern from the database of content selection patterns to generate the user specific media content recommendation from the matched content selection pattern. The content recommendation identifies content selected by content consumers associated with the matched content selection pattern.