You’re never far from a deep-fake. Or fake news, or misinformation and propaganda. You’ve probably seen or heard some today without even knowing it. Maybe even passed it on as fact. It’s a scary reality that we are now truly living in an era where content like this can proliferate at an unprecedented rate and, as such, ensuring content authenticity has become a pressing issue for media organizations.

France Télévisions, in collaboration with Dalet, has taken a major step toward addressing this challenge by positively trialing a Proof of Concept (PoC) of the C2PA (Coalition for Content Provenance and Authenticity) standard in its newsroom workflows. The C2PA initiative aims to provide audiences with verifiable proof of content integrity and provenance, setting a new benchmark for transparency in journalism.

Combating Misinformation with Transparency

As a leading public broadcaster, France Télévisions is committed to delivering accurate and reliable news. However, with the rise of deepfakes and AI-generated media, distinguishing between authentic and manipulated content has become increasingly difficult. The organization wanted to test a technological solution that could:

• Ensure the authenticity of their news content.
• Provide a transparent record of a media file’s origin and modifications.
• Be seamlessly integrated into existing production and distribution workflows.

C2PA emerged as the preferred solution, offering a framework to bind cryptographically verifiable provenance data to media assets.

Romuald Rat, Director of TechLab IA at France Télévisions, emphasized the importance of this initiative: “Transparency is one of our strongest commitments, but we needed to go further. C2PA appeared to us as the perfect technological solution to bring transparency directly to the public, instead of requiring them to seek it out.”

Understanding C2PA: A Digital Passport for Media

C2PA is an open industry standard developed by a coalition of media and technology companies to address content authenticity. Rather than relying on detecting fake content, C2PA flips the approach by verifying the integrity and provenance of content. The framework embeds a “digital passport” within media files, documenting essential metadata such as:

• The origin of the content.
• Editorial and technical changes made to the media.
• The identity of the organization that signed the content.

This approach ensures that audiences and platforms can verify a file’s authenticity, even after distribution.

Mathieu Zarouk, VP of Product Management at Dalet, explained the core principle behind C2PA: “If you look only at the finished product, it’s really hard to identify what’s fake and what’s real. But if you go up the chain and track the content with cryptographic provenance, you can verify where it came from and who altered it.”

Proving the C2PA Concept at France Télévisions

This innovative C2PA POC for France Télévisions’ news production workflows, focused on:

• Automating Content Signing: News reports were automatically signed and certified after editorial validation.
• Metadata Integration: Provenance data was sourced from the newsroom computer system (NRCS) and media asset management (MAM) tools.
• Platform Compatibility: The broadcaster adapted its digital news platform to support C2PA verification.

The PoC centered on France Télévisions’ flagship “Journal de 20h” news broadcast, ensuring seamless and automated certification of news reports before distribution.

Technical Trial: A Step-by-Step Approach

The process of trialling C2PA involved three key components:

1. Signing the Content: Each media file was cryptographically signed using an identity certificate, verifying that the content originated from France Télévisions.
2. Embedding Metadata: Essential editorial information, such as journalist names and modification history, was included in the C2PA manifest.
3. Verification on Digital Platforms: A custom player was developed to display C2PA metadata, allowing audiences to verify content authenticity.

Mathieu Zarouk highlighted the importance of metadata management: “One of the key challenges was ensuring the right metadata flows between different systems. Editorial metadata might be stored in the NRCS, while production metadata lives in other tools. We had to ensure that the signing process had access to all necessary data.”

Key Challenges and Lessons Learned

While the technical PoC of C2PA was successful, the project uncovered several key insights:

• Trust List Validation: Obtaining an official identity certificate from a trusted provider was essential to ensuring credibility. In the news industry, the IPTC manages the trust list for verified publishers.
• Metadata Standardization: There is currently no universal standard for displaying metadata on third-party platforms (e.g., YouTube, LinkedIn). Standardizing metadata visibility remains an ongoing industry discussion.
• High-Resolution File Support: The current C2PA tools do not yet support MXF files, limiting their application for high-resolution content.

Leading the Charge in Content Authenticity

France Télévisions’ trial of C2PA marks a significant milestone in the fight against misinformation. By working with Dalet to automate content authentication, the broadcaster is reinforcing trust in journalism while paving the way for industry-wide adoption of provenance-based verification.

As media organizations worldwide grapple with the implications of generative AI and synthetic media, initiatives like this provide a roadmap for safeguarding content integrity in the AI age. The success of this collaboration underscores the importance of industry-wide cooperation in shaping the future of content authentication.

At the recent annual EBU Production Technology Seminar in Geneva, Dalet’s VP of Product Management, Mathieu Zarouk, joined France Télévisions’ Romuald Rat to present “C2PA: A Demystification Proof of Concept for Automation.” Enjoy the recording below:

Interested in learning more about integrating C2PA into your newsroom workflows? Get in touch with Daletto explore how our solutions can help you enhance content transparency and audience trust.