21581 - SCTE Broadband August2022 COMPLETE v1

81 Vol. 44 No. 3 - September 2022 Issue Sounds like a formula other vendors should follow. It helps if you control your entire technology stack. If all developments are done in-house and they are all based on industry standards it is possible. Standards are obviously key here. Who sets them? It’s essential that all players adopt new standards and initiatives to reduce carbon consumption. Ateme is involved in VVC, the next gen compression scheme advanced by the Joint Video Experts Team (JVET), working within ITU and MPEG, which aims to halve current (HEVC) bitrates. We also participate in Open Caching, an open architecture developed and endorsed by the Streaming Video Alliance to develop and promote an interconnected CDN. We are also a founding member of a new multi-vendor group, Greening of Streaming , which is formed to address the growing concerns about the energy impact of the streaming sector. It will play a key role in drawing up a set of measurement standards to benchmark carbon costs across the whole chain. All this is great, but the climate crisis is now. What further efforts would you urge the ICT industry to activate? The video technology industry is already responding to the need for more sustainable streaming. Many companies have embraced important sustainability programs such as the DPP’s Committed to Sustainability scheme and the Science Based Targets plan. We all need to contribute to changing the paradigm: that is, choose and adopt standards whose first driver and priority are not engineering performance, but carbon footprint reduction. Sadly, there is no magic solution that alone would solve our climate problem if it were made more sustainable. Content consumption implies carbon consumption. So, reducing the environmental footprint of our consumption in this area is one piece of a larger puzzle: a small effort for an individual; a giant one for our planet Earth. For more information, see www.ateme.com and www.greeningofstreaming.org spotlight on Sustainability I N F O C U S