Ecological values and sustainable development spread to the western audiovisual (AV) industry from other branches of “hard industry”, which began measuring and reporting on their corporate social responsibility. In the USA the non-profit Environmental Media Association (EMA) was founded already in 1989. In the 2000s and 2010s, in the USA and various European countries different “green initiatives” were proposed in the audiovisual sector, the common factor being that they published a guidebook, checklist, or best-practice guide for ecological film production. Several schemes, such as PGA Green in the US and BAFTA albert in the UK, also launched carbon-footprint calculators tailored for audiovisual productions, which made it possible to measure the CO2 load from an individual production.