The invention relates to a customization mobile phone media content system which comprises a directory table transmitting unit, an identification transmitting unit and a content table transmitting unit, wherein the directory table transmitting unit is used for transmitting the data of directory table of media files to the mobile termination according to the reading request of media files of mobile termination; the media file comprises a directory table data block and a content table data block; the directory table data block and the content table data block are provided with unique identification numbers. According to the articles selected from the directory table data block by the mobile termination, the identification transmitting unit is used for transmitting the identification number comprising all the content of the articles to the mobile termination. According to the downloading request of the content table data block identification number comprised in the mobile termination, the content table transmitting unit transmits the corresponding content table data block to the mobile termination in turn. The invention also relates to a corresponding method and the mobile termination, realizing customized subscription of electronic media content and saving data traffic.