Wednesday, December 24, 2008


Duke University launched a Web site last week dedicated to men's basketball that represents yet another unique way schools are creating and controlling their own content. will be independent of the Blue Devils' official athletic site,, and feature player video blogs, game highlights, behind-the-scenes video, and insider information on current and former players.

Uncommon Thinking, a Chicago-based agency, designed and developed David Bradley, Duke's men's basketball recruiting coordinator, will manage the content of the site day-to-day. The launch expands on blogging efforts by Bradley as well as other content already online specific to the basketball program.

Blue Planet, a free site, will not feature advertising, although Duke eventually may seek financial support from donors to pay for it. Expenses for the site are currently coming out of the men's basketball budget.

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