"Buccaneers tight end Kellen Winslow used to carry the team's passing game on his shoulders. Winslow had to catch the short passes. It was his responsibility to haul in long passes. He was Tampa Bay's main option on third down. The only thing Winslow could not do was duplicate himself to spread around Tampa Bay's passing game.

This season, the Bucs tried to lift Winslow's burden by drafting rookie receivers Mike Williams and Arrelious Benn. They even hired Eric Yarber, who previously coached Terrell Owens, Chad Ochocinco and Brandon Lloyd, to improve the passing game.

The plan is working as Williams and Benn are emerging as legitimate targets, while receiver Micheal Spurlock is evolving. Now, Tampa Bay (5-3) faces the unforeseeable challenge of getting Winslow more involved when Carolina (1-7) travels to Raymond James Stadium on Sunday.

"We've got to get him going," Bucs coach Raheem Morris said. "He's one of the big-time playmakers for us and this team. We've got to get Kellen going."

Tampa Bay slowly has been going away from Winslow this season.

Winslow has 33 receptions for 337 yards and no touchdowns through eight games, on pace for one of the worst statistical 16-game seasons in his seven-year career. Winslow was injured in three seasons in Cleveland, but had 89 receptions for 875 yards and three touchdowns during 16 games for the Browns in 2006.

Winslow began the season with more third-down receptions than any pass-catcher in the league - eight after two games - but was targeted only twice overall against Arizona and four times against Atlanta.

Conversely, Williams was targeted a team-high six times against Arizona and 10 times at Atlanta.

"There have been certain games that they have doubled me, but usually (opponents) just do what they do," Winslow said. "I'm just being patient and be ready.

"(My presence) is helping to get other people open, and as long as we're winning, I'm OK. I would like to be more productive, but I'm just waiting my turn."

Winslow didn't have to wait at all in 2009.

Last season, Winslow led the team with 77 receptions for 884 yards and five touchdowns. He was the favorite target of Josh Freeman, but the quarterback said opponents are focused on shutting down his tight end this year.

"He had a lot of catches earlier in the year, and had a lot of catches last year, but defenses are doing stuff to take him away," Freeman said. "Talking to buddies on other teams after the game, they're like, 'Man, our whole game plan was to go out and stop you from getting the ball to Kellen Winslow.' We realize it. He realizes it."

So does Carolina linebacker Jon Beason.

"He creates mismatch problems for every defense in this league," Beason said. "I don't care who you're playing, anytime (Winslow) comes to town, you definitely have to scheme around him.""