Right now.

We in the NFL unquestionably are in sports and competition, but we're also in entertainment, and that's the entertainment capital of the world.

It just bowls you over when you see the opportunity in L.A.

You have said before that the NFL cannot become a "studio game," and be better to watch on TV than in person. What kind of challenge does that present, even with the giant video board at your stadium?

Television has always been our No. 1 competition. But I know firsthand that you can create an experience you can't get on TV.

I also know that the social experience has an appeal. When you come to our stadium and look at the aura of 100,000 people. You look up there and see an Army tank coming at you. You see it on a TV screen it's one thing. You see it at a movie theater that's something else. When that thing's coming at you 70 feet high and 180 feet long, that looks like a tank.

Why don't you have a naming rights deal for your stadium yet?

We're being very selective. I never had naming rights at Texas Stadium. Because in our case, when we put a name on that stadium, we will name the Cowboys. It's almost going to be like the Pepsi Cowboys. It will be that dominant. We have great relationships with other services and brands that the benchmark for what the naming right would be has to be so special — not just dollars, but it has to fit the Cowboys. Because this stadium is arguably one of the most visible buildings in the United States, and will get more so as time goes along.

Because of the lockout, the free-agency period was compressed and held just before the start of training camps. That created an exciting week of activity. Would the league consider making that change permanent?

I liked it condensed. The league is very aware that that created a bonus interest with fans that hadn't been anticipated. You couldn't have anticipated that. sam.farmer@latimes.com