December 11, 2007 13:28 ET

IBM Premieres Project Big Green in Hollywood

IBM Helps Media & Entertainment Businesses "Go Green" and Reduce Impact of Technology Use on Environment

HOLLYWOOD, CA--(Marketwire - December 11, 2007) - "HOLLYWOOD GOES GREEN" -- At the Hollywood Goes Green conference today, IBM (NYSE: IBM) announced it is applying its Project Big Green initiative to uniquely address energy efficiency for the media and entertainment industry. The company detailed its vision to help businesses that operate some of the world's largest, most powerful data centers -- with massive banks of computers that fuel special effects, animation and new, rich media entertainment -- significantly reduce the environmental impact of their IT operations and dramatically improve their bottom line by the end of the decade.

"Consumers can have a significant impact on the environment if they do simple things like use energy efficient light bulbs or drive hybrid vehicles. But just think, if businesses are as savvy about how they operate their data centers, they could have massive impact," said Tom Burns, director of post-production infrastructure, Technicolor. "At Technicolor, we are always looking for opportunities to reduce our power footprint. It makes good business sense, and we look forward to hearing from IBM on how we can improve efficiency in our data centers worldwide -- both to reduce our environmental impact and to support our global service offerings to the media and entertainment industry."

Fact: Today information and communications technology accounts for approximately 2 percent of global carbon dioxide emissions.(1)

IBM also declared a vision at Hollywood Goes Green today to design new technologies as part of Project Big Green that will use 50 percent less power by the end of the decade and increase compute capacity by a factor of 10 -- dramatically increasing performance without the need to build new datacenters, conserving resources from trees to gasoline. IBM will also introduce new server designs and extend the use of its patented liquid cooling technologies to eliminate the need for air conditioning in data centers altogether, greatly impacting bottom line energy costs.

Fact: The six million servers in America's data centers today consume more energy than the 300+ million televisions in the United States.(2)

For media and entertainment businesses 'going green' means more than just turning off the lights or recycling soda cans. Blockbuster films that attract millions of moviegoers around the world and generate billions of dollars in revenue, as well as the rapidly emerging online game market, are two examples of key industries that rely on high performance technologies to power "virtual backlot studios," transforming the way next generation digital entertainment is created and delivered. Rich 3D-game experiences and digital imagery that sweep film-goers into imagined worlds have become more vivid and life-like than ever before and rely on data centers with vast pools of computers that devour energy resources to operate 24 hours a day, 7 days a week.

IBM's Project Big Green includes technologies and services to sharply reduce data center energy consumption, helping to transform the world's business and public technology infrastructures into "green" data centers. Some of the significant technologies Project Big Green delivers today include servers, software, specialty microprocessors, and breakthrough IBM research innovations, such as:

--  IBM Blue Gene Supercomputer: the world's most powerful computer that
    delivers the most performance per kilowatt of power consumed and was
    recently ranked on the Green500 list ( of the world's most
    energy-efficient supercomputers. The new Green500 list shows IBM Blue Gene
    supercomputers capturing 26 of the top 27 spots.
--  IBM Cell Broadband Engine: a microprocessor that can deliver extreme
    performance compared with conventional processors.
--  IBM Rear Door Heat eXchanger: patented liquid "cooling doors" that can
    reduce server heat output in data centers by up to 60 percent by utilizing
    chilled water to dissipate heat generated by computer systems.
--  IBM Mobile Measurement Technology: a technology from IBM Research that
    measures 3D temperature distributions within data centers. The mobile
    measurement machine includes a position monitoring system with a network of
    up to 100 sensors used to gather thermal data at a granular level, with
    unprecedented speed and accuracy as it travels through the data center.
--  IBM Active Energy Manager: an energy management software tool that can
    provide clients with a view of the actual power used, as opposed to
    benchmarked power consumption, and can effectively allocate, match and cap
    power and thermal limits in the data center at the system, chassis or rack
--  IBM Global Asset Recovery Services (GARS): can help data center owners
    simply and efficiently deal with the proper environmental disposal of all
    of their old IT equipment consistent with local, state and federal
    regulations worldwide. In addition, IBM GARS can help enterprises protect
    and keep confidential the data stored on hard drives slated for disposal.

"IBM clients around the world are increasingly expressing concern over their growing need for energy and the associated costs, but the issue is becoming particularly acute for media and entertainment companies because they rely so heavily on high performance technologies to deliver their content," said Jim Gargan, Vice President, Brand Management, IBM BladeCenter and System x. "IBM as a company has made strides in addressing this need, but Project Big Green will allow IBM to further help the media and entertainment industry support sustained business growth with zero increase in consumption and environmental impact."

About Project Big Green

Announced in May 2007, Project Big Green is a $1 billion investment to increase the efficiency of IBM products. New IBM products and services, announced as part of Project Big Green, include a five step approach to energy efficiency in the data center that, if followed, could sharply reduce data center energy consumption and provide energy savings of up to 42 percent for an average data center. The initiative includes a new global "green team" of more than 850 energy efficiency architects from across IBM. To learn more about IBM Project Big Green, go to

Note to Editors: Learn more about IBM at Hollywood Goes Green at Images and broadcast-quality b-roll are available for download by registered journalists at

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(1) Green IT: A New Industry Shock Wave, Gartner Symposium/ITxpo, October 2007.

(2) IDC: Power and Cooling Multi-Client-Study, 2007.

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