Data volumes in wireless multimedia data intensive applications and mobile web services are projected to increase by a factor of ten every five years, associated with a 20% increase in energy consumption - 80% of which is multimedia traffic related. In turn, multimedia energy consumption is rising at 16% per year, doubling every six years. It is estimated that energy costs alone account for as much as half of the annual operating expenditure. This has prompted concerted efforts by major operators to drastically reduce carbon emissions by up to 50% over the next 10 years. Clearly, there is urgency for a new disruptive paradigm of green media to bridge the gap between wireless technologies and multimedia applications.