The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports.  The CRTC should reject all pressure to implement specific deadlines for the rollout of high definition (HD), as our U.S. neighbour has done. The commission is taking the right approach in letting the market decide how quickly HD makes its way into the majority of Canadian homes. In releasing its survey on HD awareness and adoption in Canada, LG Electronics Canada director Steven Preiner called on the regulator to put in place HD deadlines (see article in this issue). But if consumers aren’t interested in, aren’t ready for, or don’t want to pay the price being asked for HD programming, what’s the rush? CDTV president Michael McEwen has for years been arguing that more Canadian HD programming must be produced or Canada risks falling so far behind the United States that TV broadcast businesses here will fail. If that is the case, then the market should push Canadian TV producers and broadcasters into the production of HD programming as the only means to remain in business. Obviously, many consumers are happy, at least for the moment, with their standard definition reception. Either that or they are not willing to subscribe to HD because there isn’t enough of it out there on the airwaves. LG Electronics Canada’s survey shows that 58% of people who have purchased an HD-ready TV set aren’t receiving HD television programming. Preiner says much of the reason is that consumers simply aren’t educated about HD. If that is the case, then it is up to associations like CDTV, broadcasters, producers, manufacturers of HD sets, the cable and satellite TV distributors which are hoping for incremental subscriber revenues through the sale of HD offerings to step up to the plate. Letting consumers know about their HD options is not a role for the CRTC. If the players want to speed up the rollout process by educating consumers on HD, or offering special incentives for subscribing to HD, so be it. But there is no need for the CRTC to intervene and impose HD deadlines. Market forces should dictate how fast the technology that brings better quality pictures and sound is adopted.