The broadcast industry is grappling with a significant challenge: how to reconcile its commitment to technological advancement with the urgent need for environmental sustainability. Technologies like artificial intelligence and cloud computing, while offering operational efficiency, often come with a substantial energy footprint. “Thanks to our collective AI gold rush… The biggest concern now isn’t carbon footprints — it’s securing enough raw power to feed the ever-growing ranks of water-cooled NVIDIA GPU racks in mega-scale data centers,” said Jan Weigner, CTO of Cinegy. He added, “Corporate sustainability pledges are quietly taking a back seat to market share and AI capabilities.”
European broadcasters face added pressure from government regulations concerning environmental impact, while budgetary constraints pose a global hurdle to implementing sustainable practices. Simon Hawkings, director of sales and business acceleration at Ross Video, notes, “In Europe, public broadcasters will face scrutiny to provide sustainability metrics for how they do things and how their suppliers do things. But sustainability often hits a brick wall with CFOs who aren’t willing to spend more unless it’s mandated by government policy.” This sentiment is echoed by Derek Barrilleaux, CEO of Projective: “Sustainability always takes a back seat to core business needs, and with the business pressures traditional broadcasters are facing, sustainability efforts will suffer. Efficiency gains, and elimination of waste will be the most likely way to drive sustainability improvements.”
However, opportunities for synergy exist. Sustainable facility design, for instance, can align with business objectives, leading to long-term cost savings. Thorsten Sauer, CEO of Pixel Power, explains: “In terms of facilities specifically, we’re increasingly going to see sustainability metrics baked into the building of new facilities or the refurbishment of existing sites; everything from energy consumption and the use of solar power to HVAC, rainwater collection and the carbon footprint of building materials used.” Globecast’s infrastructure changes exemplify this approach. Tim Jackson, SVP of sales and marketing at Globecast, states, “With Globecast’s recent move, we went from 20+ satellite antennas to just two, using other facilities to service our other satellite requirements. The key point is that sustainability is a significant economic benefit so it’s not an ‘either/or’ situation.”
Technology providers are also contributing to solutions. Erling Hedkvist, from Arkona Technologies and Manifold Technologies, points out, “Broadcasters are more aware that less hardware means less energy consumption, less need for cooling, and fewer transport requirements — all crucial for a lower carbon footprint in large-scale event production.” The financial implications of sustainability are undeniable, particularly outside the United States where regulatory pressure is stronger. Kristan Bullett, CEO of Humans Not Robots, emphasizes, “Despite the market’s current mood, sustainability remains a crucial issue for the industry, with incoming legislation now driving the need for action. Leading the charge are trailblazing organizations — particularly telcos, given their ownership of fixed-line networks — who are demonstrating the powerful potential of prioritizing sustainability.”
While progress may be slower than anticipated, the industry is actively seeking solutions. Michael Lantz, CEO of Accedo, observes, “Despite some lack of visible progress there does seem to be a lot of movement behind the scenes with many companies setting up the right process, but slower than originally anticipated, and still with unclear results, meaning that external messaging has been toned down.” Looking ahead, Steve Reynolds, CEO of Imagine Communications, predicts, “In 2025, we will continue to see broadcasters embrace energy-efficient practices, including transitioning from analog to digital systems, adopting LED lighting, and implementing advanced cooling technologies for data centers. We will also see an increase in remote production workflows supported by technological advancements like ST 2110 and JPEG XS, which will help reduce travel-related emissions.”
The broadcast industry’s journey toward sustainable practices is ongoing, requiring a delicate balance between innovation and environmental responsibility. The tension between power-hungry technologies and environmental concerns is likely to persist, but the industry’s commitment to finding solutions remains strong.