The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports. Aurora Cable deserves praise for being innovative and taking those first crucial steps toward using wind power at its headend. Using windpower will reduce the operation’s carbon dioxide emissions that contribute to greenhouse gases. As the broadcasting distribution industry launches more and more applications - many of them requiring energy to power them - it is vital that the industry consider the impact of the new technologies on the environment. Companies across all business sectors need to invest in being environmentally friendly. Aurora anticipates that if it installs three wind turbines at its headend, it will reduce its greenhouse gas emissions by 100 tonnes a year. If the turbines remain in place for decades, the cableco will have contributed significantly to decreasing the amount of greenhouse gas it has generated. Moreover, once the wind turbines are working, the cableco will consider installing solar panels - another worthwhile initiative.  Hopefully, the Aurora experiment will prove so successful that other cable and telecommunications companies will jump on the bandwagon and also consider using wind or other renewable sources of energy at their headends and in their plants. Aurora deserves special praise because it has proceeded with the initiative through financing of its own since cable companies are not allowed to benefit from government green incentives. It is now time for the cable industry to lobby to have that prohibition changed. Other cablecos might be more eager to embrace wind turbines or other environmentally friendly solutions if they are able to tap into these government incentives. Yes, public-funded support of private industry should be carefully thought-out, but this is one area where there should be no debate: cutting down on greenhouse gas emissions is a necessity. Consider that according to Environment Canada, total greenhouse gas emissions in Canada in 2003 were 740 Mt, up 3% from the year earlier and an increase of 24% from 1990. Aurora deserves support for trying to reverse this disturbing trend.