S5E07: Transparency and Trust 

A standards body fighting against misinformation and media manipulation is building an evolving toolkit which can be used “as a Swiss Army knife,” according to its chair.

In this episode we are joined by Andrew Jenks, chair of the Coalition for Content Provenance and Authenticity (C2PA), and he tells host Craig Wilson of the work of the organization and how it is having to rapidly evolve to deal with emerging challenges.

The C2PA is attempting to address the issue of media provenance by developing technical standards which the industry can use to verify content. It is supported by major tech companies and media organizations such as Microsoft, Meta, Google, Adobe, the BBC, Amazon, Sony, and others. Avid is a member of the C2PA.

Andrew Jenks

Chair, Coalition for Content Provenance and Authenticity and Director of Media Provenance, Microsoft

Andrew Jenks leads the Azure Media Security team that focuses on ensuring the safe distribution and uses of digital media in accordance with the owner’s intent. This work includes directing media provenance investments across the company and overseeing PlayReady, the industry-leading digital rights management streaming service. Andrew currently serves as Chair of the Coalition for Content Provenance and Authenticity and leads a global, cross-company team of experts in developing the next evolution of authentic media and bringing a new level of transparency and trust to published media. He is also actively involved in related media provenance initiatives supporting digital news efforts with Project Origin and creators with Content Authenticity Initiative. 

More Resources

For more on this topic, check out

C2PA – Discover the work of the C2PA and the technical standards they produce

Do You Trust Me? – Listen to this episode from season 1 of Making the Media about Project Origin

Avid Champions Responsible AI in the Media – Find out more about Avid’s approach

Contact Us

Questions? Comments? Cool ideas? Get in touch: makingthemedia@avid.com or @craigaw1969. Follow Avid at @avid.

Credits

Host: Craig Wilson

Producer: Matt Diggs

Social: Wim Van den Broeck

Theme Music: Greg “Stryke” Chin