Comment My 10 yr old likes Scratch (Score 1) 962
My 10 year old started with LOGO, a commercial version called MicroWorlds EX. That would be a good one to try if you have the budget to buy a classroom license. He tried Alice, but didn't care for it much because of limitations on what he could do with it.
He now spends most of his time on Scratch, I think mostly because he gets to upload projects to the Scratch website and share with friends he has made there. Since Scratch is free, teaches all the fundamental principles of programming languages without warping the brain as Basic would, and allows one to immediately create cool graphics stuff and collaborate with other kids, I would recommend it. http://scratch.mit.edu/
Lately he has also started hacking a Javascript tutorial because he wants to learn how to make web pages that do interesting things. I don't think it would be a good first programming language, but you might keep it in mind as an adjunct to a first course. Motivation is as important as the language, and being able to create cool stuff provides that.