The world’s biggest ad holdcos – and Australia's top brands – are racing to build media carbon calculators and metrics to allocate spend based on publisher carbon footprints, but locally we're way off the pace. The UK TV industry is a decade ahead, using an industry standard calculator for production emissions. Australia could use the same tool, but seems to be ignoring it. "There's a framework to follow, literally. It's a gift," say ITV Studios' UK sustainable production chief Phil Holdgate and sustainability manager Jeremy Mathieu. As brands eye their advertising supply chain carbon footprints, ITV's green team are juggling virtual production, no fly zones, remote live hubs and recycled sets. Here, ITV produces The Voice, The Chase, Love Island and Shaun Micallef’s Mad As Hell – with more shows to come, and greater investor pressure on networks, agencies and brands is incoming.