Unified Streaming Launches Trusted Media - C2PA in Dynami...

Unified Streaming announces Trusted Media, a new solution that enables broadcasters, streaming platforms, and premium content owners to attach verifiable authenticity information dynamically to live, on-demand, and virtual channel streams just in time as they are prepared for distribution. The solution will be demonstrated at IBC 2026, September 11 14, at booth 5.C68.

The solution launches as European media organizations adapt to the EU AI Act's transparency obligations for AI-generated and manipulated content, including requirements around marking, detection, and labeling. Trusted Media gives broadcasters and platforms a practical way to introduce verifiable provenance into their existing streaming workflows.

As video moves across more platforms and is increasingly edited, clipped, repackaged, deepfaked, or generated with AI, proving where the content came from and how it has been handled is becoming more difficult. This is true especially across live, on-demand, and virtual channel workflows. Because traditional metadata systems, editorial records, and platform-specific verification tools often do not travel with the video once it leaves the original publisher's environment, authenticity is harder to preserve across distribution.

Trusted Media resolves this issue by introducing a verifiable provenance layer within just-in-time streaming workflows. It allows organizations to embed C2PA (Coalition for Content Provenance and Authenticity) authenticity information, such as publisher identity, source attribution, editorial context, and responsible AI disclosures, in dynamic workflows without needing to rebuild existing distribution pipelines or content libraries.

Built directly into Unified Streaming's Origin and Packager technology, Trusted Media is designed to integrate with existing workflows and to support provenance for live, on-demand, and virtual channel environments. For modern linear streams, which may combine live feeds, pre-encoded VOD assets, scheduled programs, regional variants, ads, graphics, and platform-specific packaging, this provenance support is particularly relevant.

Unlike some early C2PA implementations, which have mainly addressed just single static images, Trusted Media enables authenticity information to be added dynamically to video during the final stage of content preparation, before media moves to the CDN. The player then validates the content in real time. This makes provenance practical for fast-moving workflows such as live channels, virtual channels, and breaking news clips, where content changes continuously and trust must be preserved. The solution offers much-needed flexibility for broadcasters, studios, and content distributors who want to start signing content authenticity without the operational delays or costs of reprocessing their entire catalogs.

Media authenticity is becoming a core requirement for the next generation of video delivery, said Arjen Wagenaar, CTO of Unified Streaming. Authenticity signals must be attached to video at the point where content is prepared for distribution. As a provider of streaming origin and packaging technology used by broadcasters and platforms worldwide, Unified Streaming sits at a natural infrastructure point to enable this capability.

As misinformation and AI-generated content become increasingly sophisticated, we see C2PA as a promising technical foundation for providing verifiable content provenance, said Martin Grohme, Streaming Architect at WDR/ARD. Trusted Media helps us demonstrate where our video content comes from and how it has been handled, giving audiences greater confidence in the authenticity of our journalism.

LINK:	https://kitplus.com/news/unified-streaming-launches-trusted-media-c2pa...
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