SMPTE (Society of Motion Picture and Television Engineers) has launched a Content Provenance and Authenticity (CPA) in Media Study Group. The project aims to catalog content provenance and authenticity tech, as well as identify allied work happening in other media industry professional organizations.

The group will make recommendations on how SMPTE can update standards or potentially create new ones for strengthening how media companies and consumers can confirm content authenticity and provenance. The study group plans to summarize its findings in future reports.

The study group includes SMPTE standards community representatives from Ross Video, Sony, Adobe, the European Broadcasting Union, and Metaglue. It will be chaired by SMPTE Director of Standards Thomas Bause Mason.

“The CPA SG was established at a critical juncture, as artificial intelligence becomes increasingly integrated into media production,” said Mason. “In this evolving landscape, ensuring that audiences can trust the authenticity of the content they consume is more important than ever.”