The new feature was inspired by the Norwegian news website VG, which has enjoyed great success, making it "bigger than Google in Scandinavia," said Telegraph Media Group new media director, Shaun Gregory.

He also said this is part of broader strategy to increase personalization and customizability for the Telegraph website.

My Telegraph was already designed to the like of bloggers,  as registered users can post photos, save favorite articles and publish comments.

"We are a heritage brand transforming itself to a digital media company - a world away from the days of Conrad Black," said Gregory.

Source: Media Guardian