Virtual environment occupies a notable and expanding place
in the interests of children. The proposed text refers to the
challenges posed by the media ecosystem (the blending between
traditional and new media) to the children in Bulgaria. The paper
is developed in three major topics. Firstly, some significant
children's issues (educational, social, media) in a country with an
ageing population are explored. Secondly, some basic aspects of the
dynamics of the media system (press, radio, television, and
Internet) are analyzed. Thirdly, the impact of the virtual reality
on children is examined. The paper also covers some of the
regulatory practices of the Bulgarian Council for electronic media.
Finally, several issues which are important for the future
correlation of children' welfare with the media ecosystem are
outlined.