The IPTC has joined the BBC (UK), YLE (Finland), RTÉ (Ireland), ITV (UK), ITN (UK), EBU (Europe), AP (USA/Global), Comcast (USA/Global), ASBU (Africa and Middle East), Channel 4 (UK) and the IET (UK) as a “champion” in the Stamping Your Content project, run by the IBC Accelerator as part of this year’s IBC Conference in Amsterdam. 

These “Champions” represent the content creator side of the equation. The project also includes “participants” from the vendor and integrator community: CastLabs, TCS, Videntifier, Media Cluster Norway, Open Origins, Sony, Google Cloud and Trufo.

This project aims to develop open-source tools that enable organisations to integrate Content Credentials (C2PA) into their workflows, allowing them to sign and verify media provenance. As interest in authenticating digital content grows, broadcasters and news organisations require practical solutions to assert source integrity and publisher credibility. However, implementing Content Credentials remains complex, creating barriers to adoption. This project seeks to lower the entry threshold, making it easier for organisations to embed provenance metadata at the point of publication and verify credentials on digital platforms. 

The initiative has created a proof-of-concept open source ‘stamping’ tool that links to a company’s authorisation certificate, inserting C2PA metadata into video content at the time of publishing. Additionally, a complementary open-source plug-in is being developed to decode and verify these credentials, ensuring compliance with C2PA standards. By providing these tools, the project enables media organisations to assert content authenticity, helping to combat misinformation and reinforce trust in digital media.

This work builds upon the “Designing Your Weapons in the Fight Against Disinformation” initiative at last year’s IBC Accelerator, which mapped the landscape of digital misinformation. The current phase focuses on practical implementation, ensuring that organisations can start integrating authentication measures in real-world workflows. By fostering an open and standardised approach, the project supports the broader media ecosystem in adopting content provenance solutions that enhance transparency and trustworthiness.

Attend the project’s panel presentation session at the International Broadcasting Convention, IBC2025 in Amsterdam on Monday, Sept 15 at 09:45 – 10:45.

The speakers on the panel on Monday September 15 are all from IPTC member organisations:

• Henrik Cox, Solutions Architect – OpenOrigins
• Judy Parnall, Principal Technologist, BBC Research & Development – BBC
• Mohamed Badr Taddist, Cybersecurity Master graduate, content provenance and authenticity – European Broadcasting Union (EBU)
• Tim Forrest, Head of Content Distribution and Commercial Innovation – ITN

See more detail on the IBC Show site.

Many of the participating organisations are also IPTC members, so the work started in the project will continue after IBC through the IPTC Media Provenance Committee and its Working Groups.

We are already planning to carry this work forward at the next Media Provenance Summit which will be held later in September in Bergen, Norway.

The IPTC is pleased to announce the full agenda for the 2025 IPTC Photo Metadata Conference, which will be held online on Thursday September 18th from 15.00 to 18.00 UTC. The focus this year is on how image metadata can improve real-world workflows.

We are excited to be joined by the following speakers:

• Brendan Quinn, IPTC Managing Director, presenting two sessions: presenting IPTC’s AI Opt-Out Best Practices guidelines and also an update on IPTC’s work with C2PA and the Media Provenance Committee
• David Riecks, Lead of the IPTC Photo Metadata Working Group, presenting two sessions: the latest on IPTC’s proposed new properties for Generative AI, and also an update on the Adobe Custom Metadata Panel plugin and how it makes the complete IPTC Photo Metadata Standard available in Adobe products
• Paul Reinitz, consultant previously with Getty Images, discussing AI opt-out and copyright issues
• Ottar A. B. Anderson, previously a photographer with the Royal Norwegian Air Force and with over 15 years of experience as a commercial photographer, on proposals for metadata for image archiving and his work on the Digital Object Authenticity Working Group (DOAWG)
• Jerry Lai, previously a photographer for Getty Images, Reuters and Associated Press and now with Imagn, presenting a case study on using AI for captioning huge numbers of images for Super Bowl LIX
• Marcos Armstrong, Senior Specialist, Content Provenance at CBC/Radio-Canada, speaking about CBC’s project to map editorial workflows and identify where content authenticity technologies can be used in the newsroom
• Tim Bray, creator of XML and founder of OpenText Corporation, among many others, speaking on his experiences with C2PA and his ideas for how it can be adopted in the future

This year’s conference promises to be a great one, with topics ranging from Generative AI and media provenance technology to the technical details of scanning historical documents, but always with a focus on how new technologies can be applied in the real world.

Registration is free and open to anyone.

See more information at the event page on the IPTC web site or simply sign up at the Zoom webinar page.

We look forward to seeing you there!