The media industry loves to talk about sustainability, but is it truly transforming the way we create, process and consume content? This session cuts past the buzz to explore where meaningful change is happening across the workflow and where the gaps remain. We’ll examine how new regulations/business models/corporate intent are raising the stakes, and spotlight the Media Climate Accord (MCA), a new industry initiative uniting stakeholders to measure and reduce impact across the value chain. Join us for a candid look at whether media tech is on the path to real sustainability or still stuck in illusion.