Kibo121 CEO Barbara Lange argues that green production practices alone are insufficient for media sustainability, advocating for a holistic industry-wide approach. The article highlights that modern content workflows, including post-production, encoding, storage, and distribution, carry significant energy demands often overlooked. It promotes the Media Climate Accord (MCA) framework, which considers sustainability across green production, efficient digital factories, sustainable distribution, and conscientious consumption, impacting engineering decisions and infrastructure strategy.