It's actually on the controller select screen. When you press A to continue into game you'll get the Game Settings popup. All of the new & controversial sliders are on that popup. You can change to any of the pre-determined levels (pro, all-pro, etc...) or you can use your my skill or custom skill settings here.
The quarter length option is found under Franchise Options which falls under the Setup item on the Franchise menu. Yes we know our menus suck...
Phil