Many industry executives are confused about the government's plans for a switchover to digital television, a report has suggested.
The government plans to switch off analogue in 2012
A survey by the London Business School suggests executives were excited by the proposed switchover but wanted a definite schedule.
Many want a clear plan and a definite date for when it will happen.
The government has put forward a tentative date of 2012 for the analogue signal to be switched off.
The report, sponsored by Video Networks Limited, found that 60% of executives interviewed did not know what the government's strategy was for the change.
Among those questioned were executives at the BBC, ITV and Viacom.
There were also concerns the government had not informed the public widely enough and that cost, apathy and poor or older citizens were not being addressed.
But 74% accepted it was not just the government's responsibility to inform customers, with broadcasters responsible for at least part of the process.
TV companies put forward ideas in which they could support the government in making the switchover happen, including educating it about TV consumers.
A large majority of the executives (90%) were in agreement that the switchover target of 2012 was attainable.
And 89% believed the benefits of going digital would outweigh the costs of converting.
Roger Lynch, chairman of Video Networks, said the industry was aware of the opportunities digital presents but confused about the role it should take "in convincing consumers to make the move".