ATT has unveiled an online hub - an updated AT&T Blue Room - that brings together music, sports and other entertainment content, including internet games.

As part of a strategic initiative to link the AT&T brand to premier communications and entertainment experiences, the new AT&T Blue Room builds on several AT&T content-driven properties - including those for music, sports, games, and blogs - which have fueled the sale of key products and services such as AT&T Yahoo High Speed Internet and Cingular Wireless.

"Aggregating the properties instead of hosting them in silos will enable us to deliver a richer experience to current visitors while attracting new ones. For example, users with multiple interests can more easily toggle from one topic to the next, and music fans who have gaming friends can help build word-of-mouth buzz for Blue Room content," said Mikal Harn, VP, AT&T Consumer, in a statement.

The new Blue Room site features a city environment that will rotate throughout the year to feature different cities. Visitors can explore various areas of the city - such as the concert, arcade and stadium - to access one of the four featured "channels."

Those channels are AT&T Blue Room Music, a live music webcast site; AT&T Blue Room Sports, a combination of AT&T Home Turf, AT&T Game Day; AT&T Blue Room Gaming, providing access to free demo opportunities and downloads, previews, and tips and tricks; AT&T Project D.U., a network of 30 blogs and a collection of influential editors designed to inform and entertain.