The European Broadcast Union’s (EBU) Technical Committee has released a position statement calling on the media technology industry to support content provenance and authenticity standards such as C2PA to help audiences trace the origin of content.
C2PA (Coalition for Content Provenance and Authenticity) is a technology designed to establish a transparent, secure and traceable method for verifying the origins and modifications of digital content.
The EBU Technical Committee highlighted the growing threat posed by fake media content, citing a lack of strong commitment and concerted efforts by the media industry to address the issue.
The position statement calls for:
- The EBU to champion the needs of its members in the governance frameworks related to content provenance and authenticity, and to establish a unified approach.
- For collaboration among technology companies, content creators, publishers, distributors, regulatory bodies, and international organizations, including EBU, to further develop and implement open standards such as C2PA.
- The support of open standards, ensuring interoperability between vendors to maximise the effectiveness of relevant mitigation technologies.
- The support and launch of public education campaigns, to raise awareness about the importance of content provenance and authenticity, equipping audiences with the tools to critically assess credible sources.
Read more UK entertainment and media market to become largest in Europe
The EBU TC said its position statement underscored the need for a concerted and cooperative effort to safeguard content integrity in a public sphere that is increasingly challenged by fake news and disinformation.
Interested product owners, specialists or developers working for EBU member organisations are invited to join the new ‘C2PA Workflows’ expert group, created by the EBU to facilitate the exchange of knowledge and to drive the implementation of C2PA technology.
The EBU will be showing a demonstration involving several steps from capture to publishing at IBC in September (EBU stand 10.D21). Interested parties, including technology vendor representatives and other stakeholders, are also invited to join a dedicated public C2PA meetup held by EBU at IBC 2024. The meetup is scheduled on Saturday 14 September at 14:00 CEST, also at EBU stand 10.D21.
Read more Momentum builds behind content credentials to combat AI deepfakes
No comments yet