Viktoria Murovana, General Producer of Audiovisual Content at Suspilne Ukraine, took part in a series of BBC Media Action events held on the sidelines of the United Nations General Assembly (UNGA) in New York. The working visit, supported by BBC Media Action, included a presentation of a pilot project implementing the C2PA digital content provenance standard and participation in the Clinton Global Initiative (CGI) summit.
Together with experts from BBC Media Action and BBC R&D, as well as representatives of international media organizations and civil society groups, Kyrylo Iesin, Senior Product Manager at Suspilne Ukraine, presented the results of piloting the C2PA standard and explained its significance.
Suspilne was the first broadcaster in the world to achieve C2PA Conformance status and be included in the official C2PA Conforming Products List. This means that Suspilne photographs can contain protected information about their provenance and any changes made to them. Anyone can verify this information using compatible tools. Platforms and aggregators can also use it to confirm that images originate from Suspilne and to detect manipulated content.
“Everything on today’s internet is designed to be found, but very little is designed to inspire trust. A tamper-resistant digital signature addresses this gap. The main challenge is not only that people may believe fake content, but that a real fact or event can be called into question simply by saying, ‘AI created this.’ For a public broadcaster documenting a war, this is an existential risk. That is why we see a digital chain of provenance not as an ordinary label on a page, but as the foundation of a trust infrastructure designed simultaneously for readers and for the algorithms that determine the visibility of information,” said Kyrylo Iesin, Senior Product Manager at Suspilne Ukraine.
At the BBC, the project is viewed as an important precedent for the global media community in countering disinformation. Scaling the standard can help establish independent verification of evidence from the war, enabling audiences and international partners to directly verify the provenance and integrity of images.
“For a public broadcaster operating during wartime, trust is not an abstract concept. It is our core product and operational outcome. We document reality on the ground under the critical conditions of daily attacks. Protecting authorship and documenting the provenance of materials is a matter of responsibility to society and respect for the everyday courage of our journalists, camera operators and documentary filmmakers,” Viktoria Murovana emphasized.
Another key part of the visit was participation in the Clinton Global Initiative (CGI) summit, an international platform where global leaders, philanthropists and civil society figures develop joint solutions to global challenges. As part of the “Narrative & Storytelling” track, Viktoria Murovana took part in the roundtable “Who Shapes the Story? Media, Technology, and Gender Equality,” organized with the participation of BBC Media Action. Participants discussed who shapes contemporary public narratives under the influence of emerging technologies, how to address digital violence, and how to ensure equal representation of voices in the media.
During the discussion, Viktoria Murovana emphasized the importance of Ukrainian stories being heard on global platforms. She also shared Suspilne’s experience of working with children and young audiences during the full-scale war, supporting the resilience of creative teams, and building a safe digital environment.
For reference: On May 5, 2026, the “Suspilne Media” product of JSC “UA” achieved Conformance status under the C2PA (Coalition for Content Provenance and Authenticity) Conformance Program and was added to the official C2PA Conforming Products List (Assurance Level 1, C2PA Specification 2.2; Content Credentials generation for JPEG, and JPEG and PNG validation). As of September 30, 2026, two public service broadcasters — Suspilne Ukraine and CBC/Radio-Canada — are among the 132 organizations included in the list. The relevant status can be verified on the official website.
Suspilne Ukraine is an independent media company with a strong presence across all platforms: the TV channels Pershyi, Suspilne Kultura, Suspilne Sport, and a national network of local channels; the radio stations Ukrainske Radio, Radio Promin, Radio Kultura, Radiotochka. Find only verified news on suspilne.media, as well as on our national and local digital platforms. We broadcast in minority languages, represent Ukraine at the Eurovision Song Contest, develop the children’s platform Brobaks, and train media professionals through the Public Media Academy. Our Suspilne Mediateka platform offers unique video and audio archives dating from the 1920s to today. Defending freedom in Ukraine.
