 I'll send you these links, and it's also being live streamed. I'll send you the links to this after Giuseppe, but again, thank you so much for taking the time for us here today. I think this is going to be a very interesting presentation. I'd like to first share in the chat the Hyperledger Code of Conduct and the links to the Media and Entertainment Special Interest Group Wiki, and also a link to the Hyperledger Discord chat. I'll do that in a couple of minutes, but if we run out of time today, and there's any other questions that people may want to ask Giuseppe what I'll do is post his email address in the Discord chat under the MISIG subgroup there. Let me just share these links for you guys now, and then we can hand it over to Giuseppe one second here. There's the chat for the Code of Conduct. Here's a link to the MISIG, the Media and Entertainment Special Interest Group, and here's the link to Discord. This is an invite. We've had great success with it, but I think I've seen some times when there's been some difficulty. If somebody's trying to jump on the Discord and can't get in, we'll figure out a way to get you on. Having said all of that, Giuseppe, welcome, and thank you so much, and the floor is yours. Thanks a lot, Brad. Thanks for this invite, and hello everybody on Hyperledger Community. My name is Giuseppe Verona, I'm leading the blockchain practice for EMEA Market in Hawaii, and today's topic is a solution that we realized to contrast the phenomena of fake news, so I would walk through on this solution and share with you how we approach this topic, how the technology like blockchain can drive this disruption in this field and can ensure a maximum level of trustability and trusting between the parties involved, especially if we look at the media market. In the agenda of today, we will see a couple of elements regarding the context, what we have realized in terms of solution, the architecture components, and how we are approaching the next steps of the solution in terms of enlargement of the ecosystem of actors involved, combination of other technologies like artificial intelligence, new scenarios and business model and principal and sample work products that we have realized. Just to share with you a minimum context of answer is the number one Italian news agency and one of the top ranking in the world, the fifth in the world news agency with 24 publishers of major Italian newspapers. It's an important company that every day released a million of news on their web properties and on the links to the other publisher companies. So as you know, the fact news is one of the biggest challenges that we can observe in this era that generally can reduce the trusting into the brand. So in order to define a solution that can protect the brand, the reputation of this brand, but in general to maintain the maximum level of integrity in terms of culture and compliance and ethics of this kind of company and decide with a combination of different analysis that are realized in a coin innovative and coin innovation approach with EY to release a solution that can use the blockchain technology to ensure this maximum level of quality and trust. So what we mean in terms of fact news is the sharing of information that are not realistic but are fake because it can be interpreted in a different way, can create difficulty in terms of knowing what is true or false and have a new impact in terms of challenges of the different company that drive the internet transformation in terms of sharing of news. So if we look especially in social network environment and what is feasible to achieve in terms of reach of audience and customer audience impact. So we have realized this survey a couple of years ago so the 44% of people admitted they trust media declined because the fake news has an important issue in terms of trusting with this company. And in terms of understanding of the context, now the approach on free news is completely different so some of the media company are moving in a concept of paper quality journalism so they want to pay but they want to pay to obtain realistic news to maintain the maximum level of democracy of freedom in terms of access to the real information. Stop getting your news from Facebook, subscribe to your local newspaper, read one news source devoted to international news. So the proposed solution aims to create this trust and environment track the entire history of the news from the reading, from the writing to the reading in a logic that all actors can access to this information trace on blockchain that can be the virtual notary to maintain the full level of immutability and in modificability of this information. So the goal is to create an innovative solution. This cop is to do distribute for all customer of this news agency a right level of information protect the hands of brand and work to enhance the level of quality journalism to protect also the journalist from fake news in a logic that they can associate their identity to the news and this information can be distributed to all audience. In terms of the solution so in the classical view we can click on a link on the internet website access to the news and see this information with the brand like is the source of this news is for example answer source. So with the possibility to add a plugin in terms of additional inputs we have introduced a sticker like answer check. So with answer check you can access to the news and we can allow the reader to see the news history. You can compare the news read with the answer source of origin and you can connect also the actors of journalism and publishing the ecosystem. At the end with this sticker you can access to the trusted certificate of the news not tokenized on the blockchain environment and with this logic we have used the public blockchain the main network and second layer like polygon also to reduce the impact of a price to tokenize this information so more or less we have tokenized two and half millions of news from the start of this project in April 2021. So every player in the ecosystem can access to the news can see this information if they click on answer check sticker can access to the certificate into the certificate we insert the release of this news the identity code in this case the user the md5 but also other index that can be used to create an index between the news and the alphanumeric strings that characterize this association and the content related to this idea. So when the reader access to this link can see the information about the registration of the news the publishing of the news and access to the certificate on answer check. So if they click on the sticker it's feasible to see all information and to have the right link on the scanning of the blockchain transaction like the scan polygon scan to verify if the content published on the answer website is the same and at the same time also they can do the same also for the news distributed by answer to other publishers. So the entire story from the writing of this news the publishing the reposting reposting eventually on social network can be assured thanks to the link on blockchain. At the end we have created a real console that in real time can assure if the context the text of this news is related to the news distributed by the news agency at the first time. So also if you want to reproduce the sticker in another website because at the end is a simple SDK can be transferred if the publisher is not qualified is not identified on the answer ecosystem ecosystem is not feasible to access and to have the information if the news is authentic. So only all publishers identified can have this sticker and can ensure that the reader that want to have an access to this news can be sure that the news is authentic because it's linked to the initial information. On the certificate we have the information block ad, the block hash, the time stamping, the information about the link on at the scan as I said. So if you want to verify the tool will start a real-time data verification by client side hash calculation, retrieve the hash with the answer smart contract, get to compare it. So the verification will be animated to offer a feedback real-time that creates this comparison between the original news, the news traced on blockchain and only if the news is characterized by the same information is feasible to obtain the message and the pop-up that the news is authentic. In terms of ecosystem and publication repost of the news we have an ecosystem that is composed generally by the news agency different publishers that artists. So the first step for us is to not arise and organize on the public blockchain this news. We have also an hybrid approach that we could create an ecosystem between the actors with let me say permission and blockchain but to have the full assurance that all information are traced in the public environment leveraging on the public mainnet like Ethereum or as I said the second layer like Polygon. The third party onboarding can be used the same sticker customized with the characteristics and that is obviously customizable for all publishers. The same for the sites that want to repost the news they should be recognized inside this ecosystem and after can have the sticker that can allow the reader to see the entire story of the news. Under the hood of the solution we have a JavaScript library that can be used for the publisher to have the possibility to connect to the blockchain system for news verification to recognize and obtain the unsuch a sticker and also to have the benefits related to the reputational of all aspects. In terms of notarization we have an interoperability layer between the platform that produces all news in terms of contact margin system of the news agency with the blockchain wallet to realize the tokenization of these news on the Ethereum public blockchain and with the back end is feasible to manage all information that can be inserted into the system and can be produced on the blockchain layer. Also we have created another layer to guarantee the monitoring of this information where it's feasible to have a link between the news tokenized on the blockchain and also the news that is reposted in terms of republishing by third party and also the frequency eventually that is used to repost the previous news. That's important because at the end with this mechanism you can prevent eventful major sizing of reposting and identify the logic of fraud detection eventful root causes that are not in linear in terms of classical news distribution. In terms of another couple of examples and I would now share the real demo so we are reading the news you can click on this sticker you can see the information about the release the md5 that characterizes the idea of the news the story of this news in terms of registration republishing and if you click on answer check certificate this solution is live so you if you want to visit the answer website you can ensure and retest what we are looking now so in terms of real console as I said you can start this process to verify the compare between the news published by Hans and the news tokenized on blockchain and only if the two hashes are in line you can obtain this check that the news is authentic so in terms of other next steps what we are doing now is report on such a sticker also on social media news feed to link the journalist signature in terms of creation of a digital twin between the identity of the journalist that sign a specific article and the news ties the on blockchain but that would be also in an in an effort related the phenomena of video news or the news linked to a pictures image to improve the solution that can assure if the image is authentic or not because that's it another part of the solution and also thanks to the smart contract automation manage all the reports inside the answer network in terms of other steps so what we are looking is also to ensure the maximum level of quality and create also an artificial intelligence tool that can be used to identify in terms of literature the number of words that are reposted from the initial news also to create a semaphore way to have the level of accuracy between the initial news and the news reposted and the principal approach is to have a solution that can address these business needs in a way of an as a service solution that can be offered to different to different actors so that's it the overview of the solution and I would only like a final goal that is to increase and reduce this phenomenon thanks to the possibility to involve more players in a similar regal system that can be also different by these but can be in the in the blockchain parody my way to trace all of this information to contrast and not the phenomenon in terms of discovering the fact news but contrast the phenomenon excellent with the possibility to improve the origin of the news the tracing of the news when is released by the by the author and not when is distributed because is is very difficult to identify so in this way blockchain can be a technology that can tokenize all of this information associate metadata and ensure this custard environment between the information shared in an open in an open ecosystem where all can be the potential user of this information and eventually can repost a fake news that is not authentic but in this way thanks to the link to the first news indeed which was a bit of information you can reuse this huge impact of fake news so back to you if there are question comments thank you Giuseppe I'm looking for questions in the chat but I have a couple myself great presentation is this being rolled out outside of Europe is it have you taken it is there anybody in North America that's using this this product now are you are you in talks with anyone not yet we have we had the different discussions with the publisher news agency and publisher also in North America in the US in general and also in other in other countries so some different players are working on that for now in terms of Europe context we are working with the association of news agency and with for example other agency like France press or others that can release the similar solution in an optical of the consortium of company because it's not useful that only one company realized a similar solution but obviously in a logical ecosystem is important to have on board the multiple companies that are the main actors that distribute news in the world and can assure the creation of this trust and environment has the have any of has there been a significant improvement in circulation or anything like that with any of the publishers that are using this and in terms of their their user base and having greater trust in the in the publications themselves is there any any indication of that yes you can consider that when ANSA launched this news this project they were affected about this phenomenon especially related to covid news so thanks to this introduction they protected their brands they reduce the circulation of fake news especially looking social network what's up and others because you can introduce on the market the way to educate the reader if the reader finds the sticker and can access to the trust ability of the information the reader can be sure that the news is authentic otherwise when the sticker is not present he can have a doubt and that's can reduce the possibility to access to a news that is not authentic because I would control if the source of origin of this news like in this case ANSA published the news or not when I didn't found the the sticker so in this in this way they have an enormous result in terms of brand protection brand reputation with an increase also of traffic on their website around 15 percentage that obviously is not only related to the introduction of this of this innovation but also to have a better customer audience in terms of afford affordability and reputation of the brand what is the what is the impact that this might have on the cost to the to the publisher is it going to impede the the news the timing of getting news to market breaking news type of things of that nature how and and the actual the financial impact the economic impact on a publisher how do you see this improving it in some ways and and and affecting it negatively in others terms of financial impact the solution as I said is a completely as a service so you can have this direct link on on the public blockchain thanks to this connector API gateway so you can introduce the solution in a seamless way integrating the library directly in your html of the different website where the publisher want to use a similar system so you you should pay only the minimum price for the tokenization blockchain but you can consider the possibility not to transfer news per news but to collect collapse a number of news and and and create the a batch that you can manage on the blockchain side at the end in terms of timing to have these tokens we are we are saying of maximum 10 15 minutes so you can insert on your website a speaker that say this news is in certification step after these 10 15 minutes you can say this news is traced so in this way you can also have a process that totally when you are a media company or a news agency the timing is important in terms of breaking news or others but you can have this minimum level of affordability to say in order to avoid the data coverage of a news you can eat this news is in certification and after the 10 minutes have the news traced and tokenized in terms of operational side they introduce a better control between the publisher their employees that generally write the news the insert of the news in the content management system and the automation of tracing into the blockchain network so also the journalist is more trusted because it's not feasible to create frauds on the news right and distributed by the editor so in this in this way you can you can have a direct link between the journalist key and the private key the digital signature and the news traced on on on the blockchain and the last but not least aspect is that as I said before the the level of brand positioning or brand awareness thanks to the possibility to say from now all of my news are traced and also the news that I distribute to other third parties and it can be verified in any way thanks to the rebuilding of the entire story from the writing to the distribution. I have one last question that this could be applied to many different types of media I mean people could use this product on a podcast for example you could apply this to you could apply to music you could apply to a lot of different things have you guys looked at that at that avenue? Definitely yes it's a solution that can be used in a logical one to counterfeiting of the media contents in general that could be video pictures news obviously in different cases like in the news it's feasible to have a sticker for other contents should be useful to to add also watermarking of the of the contents in order to avoid any kind of redistribution of the of the news but at the end the most important things is that the blockchain is this layer that can reduce the frauds because when you associate a metadata to a specific digital content you can be sure that all information traced by an author in a specific date in a specific moment with a story of information are immutable so this is the way to to have also the possibility to use different media contents in a way where blockchain can be the layer that can guarantee this maximum level of trusting and transparency. Thank you that's that's awesome I'm going to open the floor to any other questions if anyone has any questions for Giuseppe please just unmute yourself and go ahead to ask if not we'll we'll we'll close up this part of the the presentation so go ahead if anyone has any questions I think that all our questions have been answered for now Giuseppe is it okay if I post your email address in our in our discord and if anyone has any questions they can email you directly of course but please post my email so if there are questions inputs feedbacks curiosity on this on this solution on this case I can address also offline and I'm really interested to to discuss also after this short conversation thank you very much Giuseppe and we really appreciate you taking the time to do this we're going to see if we can't find some some avenues of some solutions or problems looking for solutions in the media industry but thank you so much again and everyone thank you for attending and we'll this recording will be available on youtube pretty soon so thank you all again and this concludes our presentation by Giuseppe thank you so much