Project Origin: Fighting Disinformation with Authenticated Provenance Metadata.
Originally Aired - Tuesday, April 18 | 1:50 PM - 2:10 PM PT
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In a world in which broadcast news clips are regularly shared and the veracity of video content can be undermined by AI assisted photo realistic image generation, it is vital to take steps to maintain trust in the media industry. One approach to this problem is to make both news teams and news audiences aware of the provenance of clips they consume in a way that prevents fabrication or unauthorised changes during transit.
Over the last two years, teams from Microsoft, the New York Times, CBC and the BBC have come together as Project Origin and have participated with a wider community in the standardisation of provenance signalling technologies to attach authenticated metadata to media files. The Coalition for Content Provenance and Authenticity (C2PA) specification is now undergoing implementation consideration by Project Origin members.
This paper will outline the features of the C2PA specification, and the work being undertaken to add this functionality to existing media production workflows to add transparency and counter malicious synthetic media.