VIEWPOINT A new era of technology is changing the media industry, and being able to trace content back to the original source has become more important than ever OLGA KORNIENKO: EZDRM The value of content provenance Organisations in the media industry have reason to be seriously concerned about the pernicious effects of easily generated fake news, manipulated variants of images and video assets, and a lack of transparency and accountability for content on major distribution platforms. There is a long history of fakery and deception in the media industry, but concerns have grown due to innovations in digital technologies such as artificial intelligence. Looking forward to 2030, these challenges might become overwhelming as malicious actors exploit the lack of verifiable sources. The danger is, perhaps, that factchecking efforts and the market value of creative media assets in general could be undermined without reliable source verification mechanisms. The media industry must address this threat as a matter of urgency and prioritise the development and adoption of content provenance practices to minimise risk. Best practices should include implementing technological solutions, fostering media literacy and critical thinking skills, encouraging transparency and accountability from content producers and platforms, and establishing collaborations among key stakeholders to combat misinformation effectively. Provenance in the world of fine art is similar to content provenance in digital media, as they both seek to establish the origin and authenticity of an asset. In the art world, claiming to have discovered a new Vincent Van Gogh painting means very little without being able to show that 144 Content provenance ensures that audiences receive what they expect from a media product Image: EZDRM
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