IBC2024 Accelerator Project: Design Your Weapons in the Fight Against Disinformation

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A skilled and diverse team aims to develop a modern system where news organisations collaborate to identify disinformation and authenticate genuine reporting, restoring audience confidence in trustworthy information.

Design Your Weapons in the Fight Against Disinformation is one of eight challenges in this year’s cohort for the IBC2024 Accelerator Media Innovation Programme. The project is championed by the BBC, Paramount Global, CBS News, ITN, Transmixr, Media City Bergen, YLE and other world-leading broadcasters and news agencies. The participants are Hand Identity, 2G Digital, and Open Origins.

The challenge

Disinformation poses a significant threat to the credibility of trusted news sources. With the rise of deepfakes and the overwhelming volume of AI-generated content, comes the significant risk of impersonation and misinformation. Judy Parnall, Head of Standards & Industry at the BBC, highlights the urgency of this challenge: “Our trusted content and brands are at risk from impersonation, often on social media, and from simply disappearing or being indistinguishable in a mass of generated content - much of which will be at best overwhelming in scale and at worst harmful and misleading. This is particularly of concern around the rise of deepfakes to influence the narrative around news which are already being seen on social media in this year of elections.”

Judy Parnall

Judy Parnall, BBC

The project recognises that the traditional methods of combating disinformation are no longer sufficient. The rapid advancement of technology has made it easier to create and disseminate false information, making it crucial for the media industry to stay ahead of these developments.

It’s important therefore to build support around how media companies can work together to address the issues and the question of communicating this work to new audiences. It will also complement the work of key industry initiatives such as the Coalition for Content Provenance and Authenticity (C2PA) and Project Origin. Areas explored within the project include closer industry collaboration and information sharing; deepfake or anomaly detection tools and processes; and the use of media provenance signals.

Project goals

The primary goal of the Accelerator project is to develop a comprehensive understanding of the challenges posed by disinformation and to create effective strategies for identifying and combating false information. By pooling resources and expertise from leading media organisations, such as the BBC, CBS/Paramount and an all-star cast of co-champions, the project aims to equip journalists with the tools necessary to verify the authenticity of news sources and help audiences discern trustworthy information. Parnall articulates the ambition, stating: “The overall ambition of our group is not only to bring attention to the need, but to develop together an industry-wide understanding of the challenges and abuses being faced today by all media outlets in identifying disinformation and helping audiences identify trustworthy news and information.”

Unique approach and technological integration

The uniqueness of the Accelerator project lies in its integrative approach, combining various technical and operational strategies to tackle disinformation. Unlike other initiatives that focus on a single aspect, this project seeks to combine media provenance tools and deepfake detection technologies to maximise their impact. Parnall explains: “It is looking at combining several different approaches - technical and operational. It is looking about how the practice in newsrooms around can work with technical standards for media provenance and tools for deep fake detection. Many projects just look at one aspect, but this project is trying to multiply the impact using these different techniques.”

Specialist technologies and expertise

Implementing the solutions proposed by the project requires a blend of advanced technologies and specialised expertise. The project collaborates with companies that have developed tools for content provenance and deepfake detection. Claudia Milne, SVP, Standards & Practices at CBS News, emphasises the human skills that are also necessary. “While we need to find the technical tools and interventions to challenge this issue, we also need to figure out how all of these things might fit into the wider ecosystem,” she says. “We want to work with thought leaders; we want to work with academic institutions; to help us answer some of those questions.”

Claudia Milne

Claudia Milne, CBS News

The project emphasises the importance of integrating these technologies into existing media workflows. By embedding digital signalling and watermarking into the production process, the project aims to ensure the authenticity of content from the point of capture through to distribution. This holistic approach is crucial in maintaining the integrity of news in the face of sophisticated disinformation tactics.

The project has identified key areas that need to be addressed, spread equally across technology and practices:

Media provenance tools: The project emphasises the use of media provenance tools to track the origin and authenticity of content. By embedding digital signatures and watermarks into media files, these tools help verify the source of information and prevent the spread of false content. This approach not only aids journalists in authenticating news but also helps audiences identify reliable information.
Deepfake detection technologies: Deepfake technology poses a significant challenge by creating realistic but false content. The project will collaborate with companies specialising in deepfake detection to develop tools that can identify and flag manipulated media. This technology is essential in maintaining the integrity of news and preventing the spread of false information.
Cryptographic hashing and blockchain: To further enhance content verification, the project is looking at the use of cryptographic hashing and blockchain technology. These methods have the potential to provide a secure and tamper-proof way to track and verify the authenticity of media content. By creating a digital fingerprint for each piece of content, these technologies can ensure that any alterations can be detected, thus preserving the integrity of the information.
Collaborative efforts: Industry-wide collaboration in combating disinformation is key. By fostering closer ties between media organisations, the project aims to create a unified front against the spread of false information. This collaboration involves sharing best practices, technological advancements, and innovative solutions to address the common challenge.
Educational initiatives: In addition to technological solutions, there is a focus on educational initiatives to raise awareness about disinformation. By promoting information literacy and educating audiences about the dangers of false information, the project aims to create a more informed and discerning public. This educational component is crucial in building resilience against disinformation.
Regulatory considerations: Regulation plays a strong role in addressing disinformation. By examining existing laws and regulations in various jurisdictions, the project aims to identify effective regulatory frameworks that can support the fight against false information. This includes advocating for policies that promote transparency and accountability in the media industry.

Showcased at IBC2024

Each Accelerator programme culminates in a showcase on the Innovation Stage at IBC2024 in September.

In preparation for the event, the project team is experimenting with the implementation of provenance tools at the point of capture and throughout the media workflow. They aim to identify gaps in the media chain and explore the best ways to combine detection tools.

At IBC, the team will showcase their findings and demonstrate the effectiveness of these tools in real-world scenarios. They aim to highlight the collaborative efforts and technological advancements that can help combat disinformation, providing a platform for further discussion and development in the media industry. This showcase will not only demonstrate the practical applications of their work but also serve as a call to action for further industry collaboration and innovation.

Industry benefits

This Accelerator Project is a critical initiative in the fight against disinformation, bringing together industry leaders and innovative technologies to address a pressing global issue. By fostering collaboration and integrating advanced tools, the project aims to safeguard the integrity of news and empower journalists to deliver trustworthy information. As the media landscape continues to evolve, such efforts are essential in maintaining public trust and upholding the standards of journalism.

The project aims to continue its work beyond the initial experiments and showcase at IBC. The team envisions a future where advanced technologies and collaborative efforts are seamlessly integrated into the media industry, creating a robust defence against disinformation. By continuing to innovate and adapt to new challenges, the project aims to stay ahead of the evolving tactics used to spread false information.

The long-term impact of the project is expected to be significant, not only in terms of technological advancements but also in fostering a culture of collaboration and trust within the media industry. By building a resilient and trustworthy news ecosystem, the project aims to protect the integrity of journalism and uphold the standards of truth and accuracy.