ITS Automation: HAND Examines Future of Talent IDs
At the September 15 ITS: Automation event being held during IBC at the W Amsterdam, Will Kreth, CEO of talent ID registry specialist HAND (Human & Digital) will deliver the presentation “Identity Forces: The Future of Talent Identity Provenance Automation.”
Systemic change is once again impacting the media and entertainment business and existential questions are on the table. With the strike voicing concerns about the rise of generative AI and deep fake technology, the autonomy and value of talent’s identity essence is on everyone’s radar (their name, image, likeness).
Talent will increasingly want the option to be virtual — to have a digital twin — and will want to properly license, track, and monetise themselves.
Accordingly, the need for tools to help attest to the provenance and authenticity of ALL the players in the value chain is essential. It is said that “you cannot automate what you cannot Identify” and this session explores the arrival of the interoperable HAND (Human & Digital) Talent ID – the first global ID registry for notable legal, virtual, and fictional talent in performing arts and sports.
“The need for a global standard ‘talent ID’ has been a topic of conversation in Hollywood since 2017-2018,” Kreth said. “Two years ago, I started a journey to create just that, working with the exact same organisation that the 2023 Technical Emmy Award winning Entertainment Identifier Registry (EIDR) Content ID standard does, the ISO-recognised Digital Object Identifier Foundation.
“By going through a standards-based process with the DOI to create a registry of global, persistent, resolvable talent IDs for performing arts and sports talent our timing could not be better. We look forward to sharing the status of our Beta Partner Program at ITS Automation.”
This inaugural ITS: Automation! event, produced by MESA and sponsored by Amazon Studios Technology, Fabric, Eluvio, EIDR, and HAND (Human & Digital), will run from 3-6 p.m. and examines the role automation is playing in workflows, metadata, cloud operations, and even how we license, track, and monetise our talent.
To register for the event, click here.