The Challenge:
Supported by Champions: Paramount Global, ETC (Entertainment Technology Centre), SMPTE, ITV, Royal Central School of Speech and Drama
Participants: HAND (Human and Digital), EIDR, Videntifier, Wild Capture, Wave Seven, The Scan Truck, EZDRM
As part of the IBC Accelerator for 2024, this challenge addressed the evolving disruption within the Media & Entertainment industry in the authentication and management of talent in today's digital landscape. Specifically, it addressed issues tied to AI-generated content, virtual world representation, and talent provenance.
By offering a distinct and standardized identification framework, this project aimed to streamline the authentication process, ensuring reliable verification of real individuals, virtual avatars, and fictional entities. This POC exploration responded 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 also aimed to showcase how to minimize legal complexities and enhance transparency in talent utilization through streamlined collaboration and licensing across industry stakeholders, simplifying licensing agreements based on verified identities. In addition, it aimed to show how producers and distributors can easily identify and track the usage of talent across different platforms and multi-media formats, such as streaming services, podcasts, video games, and ensure that the rights and permissions of the talent are respected and enforced to prevent unauthorized and 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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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)
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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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Explore Key Provenance information about the digital replica’s chain of custody with Champions responsible for NILV (name, image, likeness, voice)- eg: Broadcasters, Academia
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Test new workflows that include tagging and labelling with resolvable, unique and interoperable public ID
The POC Results:
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Created a digital replica of key Hollywood talent Evan Shafran (known actor, rapper, DJ, Writer, Comedian, Activist, SAG Member)
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Generated the C2PA hash for the conent using the EIDR ID and other cryptographic metadata
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Created workflows utilizing existing technology (EZDRM and Videntifier)
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Registered Evan Shafran and his digital replica with a HAND ID (which is resolvable, unique, and interoperable public identifier
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