Abstract: The present invention relates to time-driven personalization of media preference. In an embodiment, the present invention includes a therapy for treating altered cognitive states, such as understimulation, overstimulation and sundowning, in individuals suffering from cognitive impairment, including dementia. The present invention uses time to focus its therapies through personal care shows. The time-based personal care shows include personalized content (e.g., images, music, trusted voice) and format (e.g., tempo, length of intervals, color contrast) to ensure effectiveness of the personal care shows in reaching the desired results.