How to create a separate account on iTunes for my iPhone and iPad

I have an 8 GB capacity iPhone which I use to connect to iTune for music, video, app synch purpose. Recently I purchase iPad3 capacity 32 GB.  When I connect pad to iTune first time, pop message says that do u want to create a separate account or restore iPhone backup? That time I had chosen restore.
Now problem which I am facing is:
1. Say for example I downloaded 3 HD Gages for iPad then I synced with iTune. Next when I am connecting iPhone these 3 HD games are getting installed on the phone, which I don't want.
2. Say I have selected almost 20 GB audio and video for my iPad which are there in the iTune, when I am connecting iPhone all these audio and video are started copying to the iPhone.
How to overcome from this issue. How to create separate account for my iPhone and iPad on iTune? So that same Apps, Music, Video etc. will not installed or copied to both the device when connected to iTunes.
Help....
Thanks.

Have a read here...
https://discussions.apple.com/message/18409815?ac_cid=ha
And See Here...
How to Use Multiple iDevices with One Computer

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