Plots are formalised by algebraic expressions in Kleene algebras with tests (KATs). Then personalisation can be formalised as an optimisation problem with equational preference rules, for which a term rewriting approach is proposed. In a second step the approach is extended to conditional term rewriting thereby dispensing with the particular need to associate preference rules with user profiles. Finally, the approach is refined by taking content specifications via extended views and abstract programs on these views into account. This leads us to reformulating the personalisation problem in higher-order dynamic logic.