<http://schema.org/name>
"ESPN"^^<http://www.w3.org/2001/XMLSchema#string>
<http://insider.espn.go.com/nba/story/_/id/9100352/nba-breaking-why-celtics-better-avery-bradley-rajon-rondo?addata=2009_insdr_xxx_sce_nba_xxx>