In wireless multi-content video broadcasting system, a critical problem is fairness among contents with respect to heterogeneous characteristics. To address this problem, we propose an approach of content-aware utility-fair streaming control scheme, which aims at heterogeneous QoS video provision and ensures max-min utility-fair sharing among video streams. First, we introduce a hybrid temporal-spatial quality metric to model content-aware utility so as to serve mobile users with heterogeneous QoS requirements. Second, we use max-min utility-fair scheme to guide rate allocation and video content generation among multi-content video broadcasting. Simulation results demonstrate the proposed approach can achieve utility fair among multiple video contents, and provide better quality of service to all broadcasting users especially when available bandwidth is limited.