Running a high-quality Web site is a tall order for any college athletic department. That is why specialized Web-hosting companies have stepped up to lend a hand. Until this past January, Kristene Kelly managed Johnson C. Smith University's athletic department Web site the old-fashioned way--relying largely on the assistance of the school's information technology office. She says keeping the site up-to-date was cumbersome and often resulted in Web postings that were less timely than she preferred. In late January, the university aligned with CSTV.com, a division of the College Sports TV Networks Inc., to launch www.goldenbullsports.com as the official athletics Web site for the university. While the new site links seamlessly with the university's regular Web site, the contents of www.goldenbullsports.com are hosted and managed on servers owned and operated by CSTV. Under the old system, Kelly used the Web publishing software on a campus computer to manage the Web site. The new arrangement allows school officials to automatically post text and photos by uploading them to CSTV.com servers. Companies that provide specialized Web content management systems have transformed college athletic sites over the past decade.