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New Study Shows IT Departments in Digital Media & Entertainment Industry Lacking Action in Their Quest to Go Green
(Marketwire Via Acquire Media NewsEdge) PALO ALTO, CA, February 24 / MARKET WIRE/ --
A nearly unanimous 99 percent of IT
professionals feel that it is important for their digital media &
entertainment industry-related businesses to reduce their carbon footprint,
and most are becoming much more aware of ecological issues due to recent
press, celebrity involvement, and consumer demand. Despite these
pressures, 76 percent give the industry average or poor grades in their
progress towards embracing so-called Think Eco-Logical processes and
practices.
These are among the many findings in an executive report: "Think
Eco-Logical - IT Sustainability Imperatives in Digital Media &
Entertainment Business" by The BPM Forum and its Global Renewable Energy
and Environmental Network (GREEN) in conjunction with Rackable Systems
(NASDAQ: RACK) and Intel, around a comprehensive online survey and
executive dialogs including insights from over 100 IT professionals. The
new report is part of a Think Eco-Logical initiative to educate companies
on the need to address both the environmental side (Eco) of IT
sustainability imperatives and the economics (Logical) of achieving
environmental efficiencies in the data center.
According to a UCLA study, California's film industry is the state's second
largest polluter, with only the oil industry having a greater negative
impact on the environment. However, according to the BPM Forum study, more
than 53 percent of companies don't have or don't know if they have a
corporate sustainability agenda in place. And lack of awareness of
business benefits was identified as the top challenge to environmental
sustainability.
The report shows some positive signs as IT executives become more actively
aware and engaged in ecological issues:
-- 88 percent say it's important to have Eco-Logical servers
-- 90 percent have begun to implement Think Eco-Logical activities to
some extent in their organization
-- Top potential benefits of ecological practices are reduced
power/cooling costs (79 percent), social responsibility (73 percent), and
positive PR (62 percent)
-- 80 percent say the digital media & entertainment industry is more
sensitized towards the move to Thinking Eco-Logical than they were a year
ago
The data shows, however, that while the digital media industry understands
the benefits, there are significant perceived obstacles in adopting Think
Eco-logical practices, such as an unwillingness to compromise technology
productivity (60 percent), costs of efficiencies (58 percent) and lack of
awareness of benefits (50 percent).
"Media businesses are facing huge increases in IT infrastructure and
storage capacity requirements as entertainment and distribution go
increasingly digital," said Donovan Neale-May, Executive Director of the
BPM Forum. "Public and industry peer pressure to act ecologically is
mounting in parallel, and it's time that these companies take swift action
with green practices not only to maintain a positive image, but to drive
improvements to their bottom line."
With huge production facilities and distribution networks pushing massive
amounts of data -- downloads, streaming video, renderings, animation, etc.
-- digital media & entertainment companies stand to gain huge benefits from
ecological improvements to IT infrastructure. Coughlin Associates, a data
storage consulting group, predicts a 10X increase in required digital
storage capacity and over 8X growth in storage capacity shipments per year
by 2012 in the digital media & entertainment industry.
"We are encouraged that the awareness levels are higher to make change in
greening the data center within digital media," said George Skaff, vice
president of marketing at Rackable Systems. "We think that there are real
efficiency benefits that can be achieved by these companies in the short
term to overcome their perceived obstacles and to achieve the desired
environmental, social, and economic benefits."
"The Think Eco-Logical campaign promotes real world business benefits and
environmental sustainability," said Lorie Wigle, General Manager Intel?
Eco-Technology. "Rackable Systems, Intel and others in the industry are
developing energy-efficient, high-performance solutions that will help
companies reach Think Eco-Logical goals."
Think Eco-Logical Internet Report Available for Download
The "Think Eco-Logical - IT Sustainability Imperatives in Digital Media &
Entertainment Business" report is available for download at
http://www.rackable.com/thinkecological/media-ent-report-download.html.
For more information on the Think Eco-Logical initiative visit
thinkecological.rackable.com.
About the BPM Forum
The Business Performance Management (BPM) Forum is dedicated to advancing
performance accountability, process improvement, operational visibility and
compliance in global organizations. It provides support to thousands of
senior executives and practitioners representing enterprises with more than
$500 billion in combined annual revenues. The BPM Forum's C-level members
engage in research, thought leadership, and knowledge exchange programs
around a variety of strategic issues and challenges. More information is
available at: www.bpmforum.org.
About Rackable Systems
Rackable Systems, Inc. is a leading provider of Eco-Logical(TM) servers and
storage for medium to large-scale data center deployments. The company's
products, available for purchase or lease, are designed to provide benefits
in the areas of density, thermal efficiency, serviceability, power
distribution, data center mobility and remote management. Founded in 1999
and based in Fremont, California, Rackable Systems is a founding member of
The Green Grid and serves cloud computing and services, enterprise
software, federal government, digital media, financial services, oil and
gas exploration and HPC customers worldwide. To learn more about Rackable
Systems and this initiative, visit www.rackable.com.
Press Contact
Mark DiCello
GlobalFluency
650-433-4161Email Contact
Copyright ? 2009 Marketwire
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