French group Vivendi joins the Coalition for Content Provenance and Authenticity (C2PA) to authenticate its digital content via blockchain, while its subsidiary Havas joins the Content Authenticity Initiative. By joining forces with giants like Adobe and Google, Vivendi hopes to contribute to the fight against disinformation and piracy.
Vivendi Group Takes Another Step Towards Transparency Thanks to Blockchain
Vivendi, the French giant specializing in media and communications, announced that it is joining the Coalition for Content Provenance and Authenticity (C2PA) to authenticate its digital content via blockchain.
Its subsidiary Havas has joined the Content Authenticity Initiativealways with the aim of participating in the fight against disinformation, online fraud and piracy by using tamper-proof distributed ledger technology (DLT).
By joining these two international groups, the Vivendi group, which includes the Canal+ Group, Lagardère, Prisma Media and Gameloft, is joining major players such as Adobe, Google, Intel, OpenAI, Microsoft and the BBC.
In doing so, Vivendi's announcement on this subject has also been certified by Vivendi SE thanks to the Click solution from the company Nodle. The certificate of authenticity of the document can be viewed on the zkSync Era blockchain explorer, guaranteeing its immutability.
🔎 Discover why blockchain technology ensures transparency and immutability
Certification of authenticity of Vivendi press release publicly available
According to Fabien Aufrechter, Vivendi's Web 3.0 Director, blockchain offers many advantages for the certification of online content, at a time when deepfakes and other misleading content are rife on the Internet. Among these advantages, immutability, non-repudiation, auditability or even timestamping, the actions carried out on the blockchain being entirely verifiable by all.
More than ever, content protection is a political and democratic issue. We are pioneers because we believe that content protection will be something positive for our industry. In a way, it will sign the end of anonymous content on the internet (without abolishing pseudonymity). […] Content protection is an opportunity to redesign the creative economy by revaluing the creative act, improving child protection, etc.
It is also essential that the entire content authentication process be hosted on a public blockchain, in order to protect against the centralization of actions. Here too, the challenge lies in the transparency established between players like Vivendi and the general public.
It is in this spirit that Vivendi has also become a member of the League for Web 3.0 Security, which already has around a hundred members, including Binance, Morpho, Hash Consulting and Kroll. Bringing together both companies and individual members, the League works to combat all scams related to Web3 and blockchain.
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Artificial Intelligence and Web3: Useful Technologies
Fabien Aufrechter stressed that content certification was now essential for the reasons we listed earlier, but also in light of the progress made by generative artificial intelligence.
It is for these reasons that Vivendi now trains all of its employees in AI (notably via training developed by Havas University) and that it establishes strategic partnerships in this sector, notably with Adobe for its Firefly solution.
Fabien Aufrechter also points out that even if France was a pioneer in terms of Web3, it is rather lagging behind in terms of content protection.Indeed, we can observe that major American or Anglo-Saxon players have been pioneers in this vertical and that countries like China have even created specialized consortiums for this purpose.
” The French and European public authorities must make this a priority and I hope that the international AI summit next February will be the opportunity to do so, ” he tells us about this.
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On the Web3 side, Vivendi is not new to this: the group had already launched a collection of non-fungible tokens (NFT) on the occasion of the Garorock festival, which had met with success having ” exceeded his expectations “. At the same time, given the success of the latest Paris Match collection – which sold out in a matter of minutes – the French weekly has returned with a new collection available on SuperRare.
” There are still many challenges to overcome, particularly to simplify the use of wallets and better support brands so that they integrate these devices, ” Fabien Aufrechter tells us. ” It will take time, but we believe in it in the long term, because the keystone of customer relations remains trust. »
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Source: press release
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