As misinformation and synthetic media challenge trust in professional content, the media industry must adopt technologies that ensure transparency and integrity. This session explores what SMPTE is doing to evolve its standards to support content provenance and authenticity frameworks like C2PA (Coalition for Content Provenance and Authenticity). Attendees will gain insight into the technical and organizational implications of integrating provenance metadata into media workflows, and how SMPTE works to enable interoperable, secure, and trustworthy media ecosystems.