Making the Media S5E07: Transparency and Trust

S5E07: Transparency and Trust
A standards body is building an evolving toolkit which can be used “as a Swiss Army knife” in the fight against misinformation and media manipulation, 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.

Listen to Hear:

• The need to educate the audience on trust and transparency
• The technical standards being developed for the industry
• The companies behind C2PA and why they are involved

Our Guest This Episode

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.

“C2PA is a Swiss Army knife. It's an underlying technology that enables a bunch of scenarios that are really helpful across the board.”
Andrew Jenks, Chair, C2PA