SBD/May 21, 2014/Media

NBA Digital Launches Responsive Design Websites With Added Multimedia Capability

NBA Digital announced that it has "redesigned all 30 team websites using the responsive design approach," according to George Winslow of BROADCASTING & CABLE. The league is "billing the move as the first time that a professional sports league has offered league-wide responsive team sites." Responsive design "reconfigures pages based on the device, which makes information and video much easier to view on different screen sizes." Fifteen teams have "launched the responsive sites," and the rest of the teams will "go live in the coming weeks." The new sites also "put greater emphasis on video, and feature in-depth team coverage, an expanded photo gallery, and a curated feed of the most relevant social media posts." NBA Digital is jointly managed by the NBA and Turner Sports (BROADCASTINGCABLE.com, 5/19). SPORTSBUSINESS JOURNAL's Eric Fisher reports the new system "provides a sharply increased amount of flexibility for team personnel to adjust the look of their team sites and what content is highlighted, even several times a day if desired." The NBA this past season "generated more than 60 percent of its overall digital traffic from mobile platforms, helping accelerate the move to the responsive design" (SPORTSBUSINESS JOURNAL, 5/19 issue).
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