• BoomTown, Thursday, August 12, 2010 2:49 PM

The forthcoming version of Digg is largely a reaction to newer services that have sprung up to challenge the link-sharing site. That's according to comments made by Digg founder and CEO Kevin Rose during a conversation with BoomTown on Wednesday. "A lot of the changes in V4, Rose acknowledges, have to do with catching up to what other services are offering and are aimed at making Digg ... more easily social and innovative," writes BoomTown's Kara Swisher.

The "New Digg" is expected to be more personal, giving users a "My News" look at Digg first, rather than simply delivering the most popular stories forward. "The changes also suggest profiles to follow, an ability to find friends, better commenting features and more," according to Swisher. Rose has apparently been managing this product overhaul. According to Rose, Digg needs to be more than a "big small company," due to its "ever-increasing challenges of helping readers make sense of the social Web," Swisher adds.

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