The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports.The broadcast industry devotes much of its convention time and many speeches to the promises of a digital era. The public, however, still seems in the dark about just what digital means.  The PricewaterhouseCoopers Canadian Technology Study 2000 reveals that consumers remain as confused about digital television as they were a year previously. Only 5 per cent of Canadians polled knew a lot about digital television, while 25 per cent said they had never heard of digital television. Some 43 per cent had heard of it but didn’t have a clue what it was. The all-encompassing digital TV term can be confusing. It is used to describe digital television sets, digital broadcasting and digital transmission, such as direct-to-home satellites, wireless cable and digital cable. Thrown into the mix are also high-definition digital television, digital production, and the digital set-top box. Peter Lyman of Pricewater-houseCoopers notes that "digital is such an overused concept that it’s inevitable that consumers might be a bit confused." The report found consumers generally associate digital TV with increased sound and picture quality, not with the technology’s ability to expand capacity and provide the television with computer-like functions, such as email, or enhanced programming. It’s no wonder that Canada’s roll out to digital has been progressing at a snail’s pace. Product awareness is key to consumer consumption. Perhaps all the players – from content producers to cable, DTH and MDS operators –should ban together for a public education program. Let consumers know exactly what’s available on the digital front now and what digital is likely to bring in the future. Then, they can make their sales pitches. A goal of Heritage minister Sheila Copps’ recently announced feature film fund is to better promote Canadian movies in hopes that more people will pay to see them in theatres. Perhaps a similar marketing and awareness approach is needed when it comes to getting buy-in to digital television.