11.7 Electronic Arts (EA) Sports has gained large brand value by securing an exclusive five-year license from the NFL in the United States. Determine if EA Sports has reaped the rewards from acquiring the rights to use the valuable NFL brand.

H.8 HDTV is an emerging consumer electronic technology. Discuss the marketing challenges associated with HDTV (e.g., building an ecosystem of content, players, and content distribution). How do you see this influenced by

(a) competing with DVD (the last technology generation) and

(b) emerging substitutes like online digital content, PCs, and mobile devices? Use the categories of Table 11.9 to describe where the market response to HDTV has been to date and how long j adoption has taken for each group.