Trusted Media
Just-in-time provenance for your media
What’s Trusted Media?
What is it?
A standards-based solution for embedding and verifying C2PA authenticity information in live and on-demand media workflows.
Who is it for?
Broadcasters, OTT platforms, newsrooms, sports operators, public-service media, and anyone distributing professional video.
What information can be included?
Publisher and brand identity, source attribution, editorial context, responsible AI disclosures, and other authenticity information that supports transparency, verification, and accountability
Why use Unified Streaming for this??
Signing needs to happen at the final step of processing (i.e. when it is segmented, encrypted for DRM, etc) before delivery to the viewer, so integrating it at the packaging step makes sense, and avoids the complexity of adding an additional step to your workflow.
What is C2PA?
C2PA stands for the Coalition for Content Provenance and Authenticity. It develops an open standard for attaching cryptographically verifiable provenance information to digital media. C2PA helps show where content came from, who published it, and how it may have been created or changed.
Why now?
Audiences increasingly struggle to know whether the media they are consuming is authentic. AI-generated content, synthetic media, deepfakes, editing, and cross-platform redistribution are making it difficult to prove where video came from and whether it has been changed. Trust is being eroded.
At the same time, media organizations are adapting to new EU AI Act transparency rules that require clear labeling of AI‑generated or manipulated content.
Establish provenance
Create a record and traceable history for media to distinguish authentic content from potentially manipulated.
Include channel and station branding, source attribution and responsible AI disclosures that supports editorial reviews, audit trails, dispute resolution, and compliance with regulations like the EU AI Act.
Connect ecosystems
Adopt an industry standard approach for maximum interoperability throughout the content supply chain, end-to-end.
Provide CAWG assertions and C2PA-aligned data to downstream platforms, players and media management systems.
Scale authentication
Minimize repeated metadata traffic to conserve bandwidth as provenance information increases.
Sign content dynamically and deliver the C2PA manifest once, verifying smaller media segments in real time during playback without impacting the viewer experience.
Use cases
Whether you are protecting breaking news, launching trusted virtual channels, or preparing for AI transparency requirements, Trusted Media helps make provenance part of the workflow.
Protect editorial credibility against manipulated clips and misinformation.
When a news organization publishes a news clip, Trusted Media attaches a cryptographic signature as the stream is packaged for distribution. If the clip later appears elsewhere, viewers can verify that it originated from the publisher and has not been altered after packaging.
Keep provenance connected throughout live, VOD and virtual channel streaming.
Sports rights holders, entertainment brands, and regulated media organizations can attach provenance to official feeds and maintain traceable records across content management and distribution. This helps platforms distinguish authorized content from altered footage, deepfakes, and misleading reposts while supporting compliance requirements.
Make responsible AI disclosures part of content delivery.
As new requirements emerge around AI-generated and manipulated content, media organizations need practical ways to make transparency part of their existing operations.
Trusted Media helps attach responsible AI disclosures and provenance information directly into the streaming workflow, so broadcasters and platforms can prepare for evolving regulatory expectations.
Make your streams more trustworthy.
Every organization has a different trust challenge. News, sports, entertainment, archives, platform ingestion, AI-assisted workflows, and public-service media all have different requirements.
Talk to us about where provenance should enter your workflow and how Trusted Media can support your existing streaming architecture.
