Unified Streaming has introduced 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 launches as European media organisations adapt to the EU AI Act’s transparency obligations for AI-generated and manipulated content, including requirements around marking, detection, and labelling. Trusted Media offers 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, deep faked, 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. As 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 organisations to embed Coalition for Content Provenance & Authenticity (C2PA) 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 & 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 video-on-demand (VoD) assets, scheduled programmes, regional variants, ads, graphics, and platform-specific packaging, this provenance support is particularly relevant.
Arjen Wagenaar, CTO, Unified Streaming, said, “Media authenticity is becoming a core requirement for the next generation of video delivery. 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.”
To find out more, head to booth 5.C68 at IBC2026, which is taking place from September 11-14 at the RAI Amsterdam Convention Centre.
