The as yet unnamed site will deliver pop news, interviews and merchandise to fans aged between eight and 14.

Fuller's current clients include S Club 7

Bands featured will include S Club 7, Westlife, Steps, and Backstreet Boys.

Fuller, who manages S Club 7 and The Eurythmics, will be founder director of the project, whilst his former associate and music marketing specialist Robert Dodds, will be the chief executive.

Talking of the new venture, which will be launched this summer, Dodds said: "Pop fans are traditionally a very poorly served market.

"We believe we can build a brand and service more comprehensive than anything they have previously experienced and one which parents will be happy to let their children use."

The website has already been valued at �30m and will earn its revenue through advertising as well as from the sale of pop merchandise, CDs and concert tickets.

Internet investment company Durlacher Corporation Plc, has provided the initial financial backing for the venture.

Geoffrey Chamberlain, Chairman and Chief Executive Durlacher Corporation said: "Over the past 18 months Durlacher have reviewed many start-up proposals within the music arena, but the quality of both the management and strategic thinking set this company apart from any other".

Pop guru

Simon Fuller began promoting at the age of 24, when he helped push Paul Hardcastle's single 19 to number one in the charts.

His company, 19 Management, now represents some of the country's most popular artists, but the Spice Girls were by far his most famous and highest grossing group.

Each member of the group earned �6m under his management, before they sacked him in 1997.