The site, says the BBC, was designed around the ideas of simplicity, personalization, and localization, as well a bit of nostalgia: the homepage prominently features an accurate analogue clock -- the BBC was founded in 1922, after all, and the media network says that test users have found the clock, an "homage to the 'golden days' of analogue programming, bizarrely reassuring." For now, the BBC site is using a cookie to remember user preferences, but the company plans to integrate the personalization options into a forthcoming identity management system to be launched sometime in January.