Arian Koster is a senior innovator sustainable ICT at TNO. He is the TNO representative at Greening of Steaming and leading the Accord project Breadcrumbs. This project aims to offer an alternative way of looking at Energy Consumption of media. Next Arian is Task Leader of the EU Project EXIGENCE on Use Cases and Requirements. Most important deliverable of EXIGENCE will be the end2end energy measurements devised, and contributed to standards definition organizations. He is one of the forces behind TNO’s program on sustainable ICT. Arian has a 30 years of experience background in the incumbent telco in the Netherlands, KPN, in media distribution. The last 15 years at KPN he worked on KPN TV. He was one of the initiators of this service. His long experience in media tech learned him that looking at Energy Consumption is not evident.