The Challenge:
Supported by Champions: Paramount Global, ETC (Entertainment Technology Centre), SMPTE, ITV, Royal Central School of Speech and Drama
Participants: Hand Identity, EIDR, Videntifier
This Challenge addresses the evolving disruption within the Media & Entertainment industry in the authentication and management of talent in today's digital landscape. Specifically, it addresses issues tied to AI-generated content, virtual world representation, and talent provenance. By offering a distinct and standardized identification framework, this project aims to streamline the authentication process, ensuring reliable verification of real individuals, virtual avatars, and fictional entities. This exploration responds to the urgent need from the media and entertainment industry for an agile solution to automate provenance, thus verifying the authenticity of digital personas and protecting against unauthorized virtual representations.
The POC will also aim to showcase how to minimize legal complexities and enhances transparency in talent utilization through streamlined collaboration and licensing across industry stakeholders, simplifying licensing agreements based on verified identities. In addition, it will aim to show how producers and distributors can easily identify and track the usage of talent across different platforms and formats, such as streaming services, podcasts, video games, and ensure that the rights and permissions of the talent are respected and enforced, preventing unauthorized or unethical uses of their digital likeness.
The POC Objectives:
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Creation of a consent-based Digital Replica of a notable legal and natural public figure
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Test new workflows that include tagging and labelling with resolvable, unique and interoperable public ID
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Explore Key Provenance information about the digital replica’s chain of custody with Champions responsible for NIL (name, image, likeness)- eg: Broadcasters and Talent Agencies
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Collaborate with C2PA to contribute to standards partners to embed cryptographic metadata in a watermark/fingerprint- as a C2PA content credential for the Digital Replica Identity, in a multi-party workflow
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Document and measure the security and applicability of the licensed digital Replica Talent ID in a business use case (eg: deal memos, contracts, licensing, verification, tracking of rights, residuals, performance analytics, etc)
Watch the Digital Replicas and Talent ID: Provenance, Verification and New Automated Workflows Challenge Pitch:
