A blockchain media verification application eyes news journalism as a primary use case.
Decentralized infrastructure provider Noddle has released its first blockchain-based media verification application, Click, which is useful in combating artificial media and fake news.
As previously reported by Cointelegraph, Noddle has developed a software development kit (SDK) for its ContentSign solution, which verifies the authenticity of data captured by mobile devices through encryption using blockchain technology.
The Click App supports the Consortium for Content Authentication and Authenticity (C2PA) and is a member of the Content Authenticity Initiative (CAI). The latter is a project led by Adobe and the Linux Foundation to create future media proofing.
In a letter to Cointelegraph, Noddle CEO Mika Annor Benoliel said Click primarily serves photographers, citizen journalists, reporters, law enforcement, sports fans, paparazzi, and content creators.
Ready to make fake news a thing of the past? The truth begins here. #clickyourtruth pic.twitter.com/T4lLrZgbJr
— Click Camera (@clickyourtruth) December 13, 2023
Considering the relationship with C2PA and CAI, Benoliel adds that news and journalism are the top use cases for the app. Currently on the Apple App Store, an Android version is in production.
Verifying an image or video requires the user to capture the content using the click app's camera. The content is signed and entered on the Node root blockchain. It will then be made available on the device's local gallery and clickable public page, which will include the contributor's attribute.
Click-verified images and videos need to be captured with the Click app's camera without interfering with other editing or creative artificial intelligence (AI) changes, which would allow fake or created images and videos to be circulated on the platform.
Stock image platforms like Getty and AFP remain the primary source of images and content for a variety of industries, from newsrooms to advertising agencies. According to Beniel, Click's partnership with these organizations acts as a “source of truth” for content captured in the field:
“This puts the power in the hands of the content user, as they can see which images and videos have been verified when submitted to Getty or AFP.”
Cointelegraph asked whether the platform addresses media intellectual property rights and recognition issues filmed at public events such as the World Economic Forum and the FIFA World Cup.
“We plan to enable location and event-aware scenarios that include advanced proprietary features or geofencing arrangements so that only authorized press/persons can capture images at such events,” Benoliel said.
The CEO added that Noddle's infrastructure is capable of storing a lot of content.
“Currently, Click stores content off-chain and only keeps records on the Noddle chain. This will allow us to store over 20 million records per day to start with, and we'll handle much more as we grow.”
Benoliel adds that the platform will always feature a free version of the product. At the same time, the amount of uploads available to users may change with future premium offers.
The company also announced that the platform will be used primarily as an authentication tool for photo and video content to verify ownership and real-world content authenticity. It does not currently provide photo or video recognition or royalty management services.
The broader journalism industry has yet to explore the potential benefits of blockchain technology as a tool for immutable and transparent data storage and distribution. Back in 2018, the Associated Press (AP) announced a content licensing partnership with blockchain-based startup Civil.
The project is set to see AP deliver content, national and international news to the civilian. The platform closed in 2020 when his team and technology joined Consensys to build identity solutions on Ethereum.
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