Well, the short answer is, no. MyC麻豆社 is not a social networking site.

However, what we are planning to launch is a service which will enable children to create a personalised space on the . The idea behind the site is two-fold: to enable children to customise and collate the content that the 麻豆社 and others offer them, and then to use this content to allow children to express themselves and interact with others in an entirely safe way.

These pages will take the form of a child's den in which they can aggregate their favourite content from 麻豆社 sites and from approved external websites. They can choose posters, furniture and gadgets to personalise their den. Each gadget will provide a useful function: the PC stores their favourite website links; the plasma screen plays video clips; the calendar gives the dates and times of favourite shows and their own personal dates such as family and friends' birthdays.

There is also a "treasure chest" in which they can store any content they have created on the C麻豆社 site - for example, a link to their Roar park or latest message board conversations. And feeds, based on topics such as sport or current affairs, are given an engaging wrapper using the metaphor of virtual magazines.

Children can further personalise their dens by displaying their interests and hobbies by selecting the relevant "stickers" from a pre-determined list of symbols. They can design virtual versions of themselves - avatars - with different looks and clothes. They can also choose from a range of moods each day, represented by a weather system around the avatar's head.

My C麻豆社 is designed from the ground up with online safety as the highest priority. Interaction with other users is entirely confined to pre-defined messaging and the exchange of virtual assets such as links to safe sites. There are no opportunities for a malevolent person to make direct contact with children. Nevertheless, because we have designed the site to introduce some of the basic concepts commonly associated with -type interaction, we'll take every opportunity to reinforce the message that whilst exciting, if the rules are ignored. This is one of the many ways in which the site will help children to build useful media literacy skills.

Why are we doing this? The is already very popular with about 1m UK children visiting each week. It offers, information, spaces where you can content and pre-moderated where you can exchange ideas and views with other children. Why do we need to do more?

The first answer is that MyC麻豆社 will enable us to get better value out of content we have already created. We value children as individuals not as an amorphous mass, so we want to take every opportunity to allow them to explore content and express themselves by making the C麻豆社 site a customisable experience. In essence, MyC麻豆社 enables children to personalise the C麻豆社 site so that it is more useful and more fun for them.

However, the second reason is, I think, more important. Social networking sites are hugely popular amongst children and teenagers. There is an almost insatiable desire to tell your friends - and the wider world - about yourself and to exchange views on pretty much anything and everything. In the last two years, a rash of networking sites have appeared and many have become extremely successful. However, very few are designed for or appropriate for children under 12 years of age. For example, has a lower age limit for registration of 12. But the popularity of these sites means that younger users will fib about their age in order to take part. Therefore we wanted to create a space on C麻豆社 that offered children a first taste of the fun and functionality of a personalised space and the ability to exchange information with their peers - but to do so in a wholly safe and age appropriate environment.

With the Internet continuing to expand at an exponential rate, the challenge in working with today's children is not the availability of information but the tools we develop to enable users to actually find it. MyC麻豆社 will play a small part in helping children to navigate and retain the great content they discover whether this is a site offering help with their homework or guiding their consumption of radio and tv programmes online.

How much does it cost? We estimate the development of the site will be about 拢250,000. To put that figure in context, it would pay for about two to three hours of mid-range entertainment or factual television programming.

MyC麻豆社 differs from social networking sites in a number of significant ways. Most importantly, it will not be possible to ascertain a child's identify from either their den or nickname. Secondly, messages between friends are limited only to a pre-determined set of comments. Third, only friends you invite in can see your personal space.

Consideration for child safety and protection has been at the forefront of the design of MyC麻豆社. The site goes beyond recommendations in the to ensure the safety of its users. There is no free-text interaction between users and children cannot be identified. We are therefore confident that it is a wholly safe environment for 9-12 year olds in which they can create a personalised and fun space. In doing so, we hope they will make better use of existing C麻豆社 web content, learn some useful skills and take their first steps into the world of digital interaction.

We're intending to launch MyC麻豆社 in mid March. I think it is very much part of the 麻豆社's public service remit in a digital world. But I'd welcome your comments on its possibilities and the pitfalls.

Richard Deverell is Controller, 麻豆社 Children's.