Documentary series on sustainable ICT

1. The Green Planet
ICT for a Sustainable Future

2. The Bad News
• The ICT industry consumes 6-10% of the world’s energy
• The ICT emits 2-3% of CO2 emissions (equivalent to that of the aviation industry)
• HiTech lifestyles create increased energy demands and GHG emissions
• As demand for ICT increases, it is vital that the industry takes step to reduce its carbon
emissions
Figure 1 – Estimated distribution of Global CO2 emissions from ICTs
PC’s and monitors (excluding embodied energy) 40%
6% Servers (including cooling) 23%
7% Fixed – line telecommunications 15%
Mobile telecommunications 9%
LAN and Office telecommunications 7%
9%
Printers 6%
40%
Note – This analysis does not include radio- broadcasting equipment of
15% television sets. It is based on a global estimate of 0.9 Gigatonne of
CO2 equivalent.
Source: Kumar, Rakesh and Mieritz, Lars (2007) “Conceptualizing “Green IT”
23% and data centre power and cooling issues”, Gartner Research Paper No.
G00150322.
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

3. The Good News
• ICT can clean up its act
• ICT can help other industries reduce carbon emissions and achieve carbon neutrality
• ICT helps monitor climate change
• ICT drives sustainable business through ‘travel free’ communications
• ICT provides remote communities with access to the rest of the world without displacement
• ICT can play a role in environmental protection from and adaptation to climate change
• ICT Plays a role in minimising carbon displacement
• Innovative solutions are being adopted in developed and in emerging markets where
‘necessity is the mother of invention’
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

4. The Green Planet
• TelecomTV initiative, in partnership with the ITU and the GSMA
• Online, Print, Film
• Series of 12 x 10-min Web-hosted Documentaries telling green ICT stories from around the
globe
• 250-page Book (on recycled paper) for distribution to customers, partners, investors,
governments and educational institutions
• Feature-length Documentary, bringing together the
separate Web-Shorts into one Film
– Previewed at BAFTA Theatre in London
– Premiered at ITU World 2009
– Submitted to Film Festivals and Environmental Projects
– Available for Download and Streaming via Movie Websites
• “Green Planet TV” Community Website for access to
all resources, e-book of the Green Planet, extended
versions of interviews, upload of stories and progress,
community to upload and share its own green planet
stories, free distribution to schools etc
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

5. The Stories – ICT Cleans up its Act
• Green Power – Solar Powered Base
Stations, sustainable/clean energy sources
• Green Workforce – Home workers,
workforce management, green supply chain
• Green Data Centres – clean energy or cool location
• Green Networks – NGNs use less switches,
therefore less power
• Energy efficient devices
• Re-cycling, waste management
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

6. ICT as the Cornerstone of a Sustainable Future
• Green Collaboration – Telepresence, Webinars, travel free business
• Monitoring systems to forecast climate change and response
• Connecting remote communities – participation without displacement
• De-materialisation – Replacing atoms with bits
• Environmental protection – Waste management and
sustainable supply chain
• Species protection – monitoring wildlife and minimising
environmental impact of comms infrastructure
• Leading the way with strategic initiatives
• Identification of and investment in green innovation
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

7. The Journey and the People
Europe
• UK British Telecom
WITSA
• SocITM (The professional association for public ICT
management) - Green ICT report
• University of Sussex OECD report on Green ICT (ICT and climate changE - Ms Sheridan NYE
• Simon Mingay Gartner report on Green ICT
• Switzerland ITU Malcolm Johnson (ITU-T) and BT head of Focus Group
World Business Council for sustainable development
International Union for the Conservation of Nature
• Belgium EU
WWF and ETNO (saving the climate @ the speed of light)
Global sustainability Initiative Secretariat
• Romania Mobile phone recycling
• Iceland Green Data centre initiatives
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

8. The Journey and the People
Americas
• USA Juniper Green Tech and Green Business
FedEx
IBM Green Data centers
Green ICT- VMWare
Stephen Young- World Bank
Google and Intel (Climate savers Computing project)
The Green Grid Consortium
Gartner
McKinsey (involved in the Gesi report)
IDC
National Computing Center (Green IT report)
AeA
• Canada CANARIE
Green Data Centre initiatives
IDRC
Nortel
Green Broadband initiative in Ottawa
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

9. The Journey and the People
Asia
• India Solar Powered Base stations (VNL)
• India MSSRF foundation project- tsunami monitoring
• Sri Lanka Post-tsunami monitoring and alerts
• Thailand True Internet
UNEP
• Singapore IDA
Green ICT initiatives
HP and Nayang Polytechnic “Green ICT Solutions Centre”
• Japan NTT Japan
Telecommunication Technology Committee
University of Tokyo
• Australia computersoff.org
Australia Computer Society Green ICT initiative
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

10. The Journey and the People
Africa
• Nigeria Alternative sources of power for
mobile infrastructure
Plus more>>>
Additional filming will also take place in:
Other
• NANOG discussion on Green Data centres
• WITSA meetings
• ITU meetings
• UNEP
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

11. The Journey and the People
• Bob Metcalfe - (father of the Ethernet) on energy
• Eic Benhamou - (Chair of 3Com and Chair of Benhamou Ventures)
• Dr Viriya - True Internet, Thailand
• Mr Manoj Leelanivas - Juniper Networks
• People involved in the Saving the Climate@ the speed of light project
• ETNO Chris Wade (BT), Reiner Lemke (Deutsche Telekom) and Danilo Riva (Telecom Italia).
Plus Ian Wood (BT)
• WWF Eivind Hoff and Tony Long at WWF’s European Policy Office in Brussels and Peng Lei
(Bruce) from WWF’s office in China.
• Peter Johnston and his colleagues from EU DG Information Society and Media
• Michael Kuhndt, Head of the Centre UNEP/Wuppertal Institute Collaborating. Centre on
Sustainable Consumption and Production (CSCP) and Justus von Geibler Wuppertal Institute
• Al Gore - or Vint Cerf (both known as for their key role played on the Internet and both
environmentally conscious)
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

12. The Green Planet – Partner Package
• Key Brand and Communications Elements
– Green Planet Filming Journey – Dec 2008 – Mar 2009
– Green Planet Documentary
– Green Planet Features and Interviews
– Green Planet Coffee Table Book – 5,000 copies
– Green Planet Photographic Exhibition
– Green Planet Website
– Green Planet promotional campaign
• Email
• Press Advertising
• TV Advertising
• TelecomTV and Partner Events
• TelecomTV
– Green Planet Super Panels
– Green Planet Podcasts
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

13. Green Planet Partner Engagement – The Film
• Branding
– Sponsor logo in pre-film sting
– Sponsor log in all supporting video stings
• Features
• Full length interviews
– Branding at Screenings
• In-venue signage
• Screening invitations
• Souvenir Programmes
• Full Page advert in programmes
• Congratulations video message
• 30’ spot pre and post
– Executive placement in film
– Product placement in film
– Case Study placement in film
– 2 C-level interviews
– Credit as Executive Producer
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

14. Green Planet Partner Engagement – The Book
• Book – 5,000 VIP copies
– Book Mark (stitched) advert
– Branding on inner fold of sleeve
– Mention in acknowledgements
– CEO foreword
– 1 Page Congratulations Message
– 200 VIP copies of book
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

15. Green Planet Partner Engagement –
www.greenplanettv.com
• Promoted in all print, website and e-marketing collateral
• Live, Dec 09
• Content posted from Green Planet journey, Features
– Supporting Interviews
– Sponsor interviews
– Video blogs
• Skyscraper/headline branding
• Sponsor micro-site with link from home page
• Sponsor sting in all video features and all video interviews hosted on web-site
• Sponsor branding on all supporting html email campaigns
– Green Planet area on all GSMA and TTV promotional mailers
– Dedicated Green Planet campaign starts July – minimum two mailers per month to
combined dbases of TTV and GSMA
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

16. Green Planet Partner Funding Requirements
• Headline Partner Options
– 3 headline partners @ £120k per partner
• Community Partner Options
– 10 community partners @ £15k per partner
• Advertising Options
– Green Credentials DPS in Book - £15k
– Green Credentials on Website - £10k
– Book and On-line - £20k
All brands and products are the trademarks of their respective holder/s. C2008 Decisive Media Limited. All rights reserved.

17. ‘Green Planet Community Partner’ (£15k per partner)
• 5 minute TV interview with your C-suite executive or Head of CSR and Sustainability to
present you company’s vision for sustainable business models.*
• Double Page Spread in Green Planet Coffee Table book to demonstrate your corporate
commitment to playing a leading role in green ICT.
• 10 copies of the Green Planet book for your distribution to key clients
• Branding at and invitations to Green Planet film screenings and launch events around the
world for client and press entertainment
• Your own corporate micro-site within Green Planet Community on TelecomTV.com to
present and publicise your green credentials (micro-site is live from April1st, 2009-31st
March, 2010)
• Dedicated electronic direct mailer to 60,000+ TelecomTV subscribers to announce
participation in the initiative and launch micro-site to the community
• Update your partner area with news, downloads, video, etc throughout the year
• Receive logo branding within the Green Planet community area as a partner
• Receive logo branding on all Green Planet promotional mailers as a partner (estimated as
1 million plus mailers per annum to TTV and partner lists)
• Note: *Must be filmed at TTV studios or at an event where TTV has a camera crew
present.

18. Thank You
• Thank you so much for listening and I hope you will
be able to join us on this incredible adventure.
• Jim Reilly
Commercial Director
T: +44 (0) 207 448 1096
M: +44 (0) 7909 924 789
E: jim.reilly@telecomtv.com
W: www.telecomtv.com/sales