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Measurement is media's real progress story
Updated: Sep 22
"You can't go on a diet if you don't weigh yourself that first time." That's how Barbara Lange closed this year's MTSS Summit panel. This statement captures the current state of sustainability in media technology. As Michael Harrit from the BBC pointed out, the industry is finally transforming vague environmental goals into actionable, data-driven strategies.
This theme was central to Imperative Measurement: From Fragmentation to Frameworks, moderated by Michael Harrit. Our own Lee Otterway joined Mark Mandato from CBC/Radio-Canada and Ben Schwarz from Greening of Streaming on the panel.
The Shift Everyone's Making
A common thread among the panellists was a collective move away from spend-based approximations. They are shifting toward activity-based measurement grounded in real data. CBC has developed a detailed carbon calculator for advertising. Greening of Streaming measures actual energy consumption at the server level, right down to the codec. Meanwhile, GreenDot captures device-level telemetry across live production.
These different approaches share a single conviction: a framework is only as strong as the data supporting it. Estimates, while useful as starting points, are not the end goal.
What Device-Level Measurement Adds
Lee's insights focused on the infrastructure. The same broadcast equipment can produce vastly different energy profiles depending on its usage and location. An OB truck at a Saturday football match operates differently than one at a Sunday cricket game. Additionally, the carbon intensity of Mexico City's grid is significantly higher than that of Vancouver. Same equipment, different realities.
GreenDot highlights an important point: you already possess the sensors. The sustainability data is embedded within your infrastructure, ready to be measured in real time. This approach eliminates the need for top-down modelling and allows for immediate, informed decision-making. With GreenDot's Digital Energy Officer (DEO), you can surface actionable insights and receive answers in plain English, rather than struggling to interpret complex dashboards.
The direction is clear: we are moving away from estimates toward measurements that teams can confidently stand behind and report. This is the shift that the entire panel kept returning to, and it's precisely where GreenDot excels.
The Importance of Real-Time Data
Real-time data is a game changer. It allows you to monitor energy consumption and carbon emissions as they happen. This immediacy enables quick adjustments and informed decisions. You can respond to anomalies before they escalate into larger issues.
Imagine having the power to optimise your operations on the fly. With real-time insights, you can reduce waste and enhance efficiency. This not only supports your sustainability goals but also lowers operational costs.
Building a Sustainable Future
Sustainability is not just a buzzword; it's a necessity. As businesses face increasing pressure to reduce their carbon footprints, having the right tools is critical. Real-time measurement provides the foundation for meaningful change.
By leveraging technology, you can create a more sustainable future. It's about making informed choices that align with your organisation's values and goals. You have the opportunity to lead the way in your industry.
Engaging Stakeholders
Engaging stakeholders is vital for successful sustainability initiatives. You need buy-in from all levels of your organisation. This includes IT departments, management, and even external partners.
Communicate the benefits of real-time measurement clearly. Show how it can drive efficiency and support sustainability targets. When everyone understands the value, you can work together towards common goals.
Conclusion
In conclusion, the shift towards data-driven sustainability is underway. The insights shared at the MTSS Summit panel highlight the importance of real-time measurement. As we move forward, embracing this change will be crucial.
Curious what real measurement looks like across your own infrastructure? *