Measure, model, improve. In this session on understanding and improving energy consumption within the media and entertainment ecosystem – we have two papers looking beyond the consumer device to assess the complete energy cost of delivering a streaming service, one considers the implications of new UHD features and the other advocates a measure and adapt approach based on delivery channel and end device capabilities. Then our final paper describes the results of a successful UK trial to reduce DAB terrestrial transmitter power consumption which is expected to result in a saving of 300 – 400 MWhr/year as it is rolled out in 2024.