Prime Video Releases the New Edition of O Womaniya! Report; India’s M&E Industry Pledges Support to Boost Female Representation

6 min read
Prime Video Releases the New Edition of O Womaniya! Report; India’s M&E Industry Pledges Support to Boost Female Representation
Prime Video Releases the New Edition of O Womaniya! Report; India’s M&E Industry Pledges Support to Boost Female Representation

Spearheaded by Ormax Media and Film Companion, the third version of the report evaluated 156 Indian movies and collection launched in 2022 on streaming providers and in theatres throughout 8 Indian languages; whereas streaming continues to lead the manner in illustration, theatrical movies see a decline on essential parameters

Report findings point out a marginal enchancment in illustration in the boardrooms of 25 high M&E corporations in India

Industry leaders, studio heads, actors, and guilds come ahead to pledge assist for enhancing illustration, laying down actionable tips for themselves and the wider ecosystem


Prime Video Releases the New Edition of O Womaniya! Report; India’s M&E Industry Pledges Support to Boost Female Representation

Access the full report right here

Mumbai — October 26, 2023  Prime Video, India’s most liked leisure vacation spot, at the moment launched the newest version of O Womaniya! report, the most definitive research on feminine illustration in Indian leisure. Researched and curated by media consulting firm, Ormax Media, India’s main leisure journalism platform, Film Companion, and championed by Prime Video, the research evaluates the statistical journey of girls in varied aspects of content material manufacturing, advertising and company management inside India’s leisure trade. This yr, the report analyzed 156 movies and collection, throughout streaming and theatrical launched in 2022 in 8 Indian languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Punjabi, Bengali and Gujarati) to arrive at a complete image of the change that the trade has seen since 2021.


Along with Prime Video, the report has been supported by different companions from the trade together with Clean Slate Filmz, Emmay Entertainment, Excel Entertainment, Jio Studio, Producers Guild India, RSVP, SonyLiv, Tiger Baby, and Zee5. Additionally, this yr additionally noticed trade leaders, together with studio heads, filmmakers, actors, and extra come ahead to lay down actionable steps in the direction of enhancing feminine illustration of their private {and professional} capacities. These pledges are anticipated to function guardrails that may information the total trade.


Key findings of the report embody:

  • Creative Talent – Only 12% of the 780 HOD positions analyzed throughout key departments of path, cinematography, modifying, writing, and manufacturing design have been held by ladies. While that is barely greater than 10% in 2021, the development has solely been led by streaming movies and collection, whereas theatrical movies have remained stagnant since 2021. On a optimistic be aware, 31% of the properties had a feminine commissioning in-charge behind them, vis-à-vis 25% in 2021.
  • Content – While in 2021, 55% of the properties analyzed handed the Bechdel Test1, the quantity has gone under the half-way mark to 47% now. The greatest drop right here has come from theatrical movies; whereas 46% handed the check in 2021, solely 34% managed to cross it in 2022. Series and movies like Guilty MindsFour More Shots Please! Season 3, Delhi Crime Season 2, Maja MaGangubai Kathiawadi, amongst others, emerged as the properties with most scenes to cross the Bechdel Test.
  • Marketing – Women nonetheless get solely 27% discuss time2 in trailers; the quantity is the highest for streaming movies with 33% discuss time in trailers being allotted to ladies. Series and flicks like Hush HushGehraiyaanThe Fame GameAmmuA ThursdaySita Ramam, amongst others, carried out the finest with no less than 50% of discuss time in trailers given to feminine leads.
  • Corporate Talent – Of the 135 Director/ CXO positions studied throughout 25 high M&E companies in India, solely 13% have been held by ladies.


Sharing his ideas on the newest findings in O Womaniya!, Shailesh Kapoor, Founder & CEO, Ormax Media stated, “While there was a gradual however regular enchancment in a number of key parameters, the report has thrown mild on the want to check out inclusion with a severe eye. Like the earlier version of the report, streaming continues to pave the manner for feminine illustration, nonetheless, the sub-par efficiency of theatrical movies ought to function a wake-up name for the trade. I’m glad to see the trade be aware of the information and are available collectively to pledge higher illustration, underscoring their real need to see a optimistic change.”


Speaking about the report, Anupama Chopra, Founder & Editor, Film Companionsaid, “Entertainment is a robust medium which might and should spotlight inclusivity and variety. O Womaniya! is our try to push the needle to transfer quicker. We are thrilled to see larger participation from the trade, with key people taking up particular targets and actions to take this dialog ahead. The steps taken to deliver change could appear small however every step, every motion issues, and with each version of the O Womaniya! report, we consider we’re shifting a step nearer to a extra equitable ecosystem. I’m grateful to Prime Video and Ormax Media for partnering with us on this distinctive initiative.”


“At Prime Video, we consider that variety, fairness and inclusion, isn’t just wanted, it’s important. As a company, we now have at all times believed in equitable illustration, not simply inside Prime Video and in our content material, but additionally inside the wider inventive trade. By nurturing and empowering gifted ladies inside our trade, we are able to create a ripple impact of optimistic change in the wider ecosystem,” stated Aparna Purohit, head of Originals, India & Southeast Asia, Prime Video. “O Womaniya! represents a collective effort to unite the trade and collaborate on enhancing feminine illustration. The newest version of the report strongly underscores the urgency of accelerating these transformative efforts. It’s heartening to witness not solely the dedicated assist of companions but additionally the lively participation of influential figures from the trade, together with each women and men. They haven’t solely pledged their private dedication but additionally made broader company degree commitments to champion larger feminine inclusivity.”


Some of the pledges taken embody:

  • Alia Bhatt, actor and producer stated, “I pledge to proceed to promote variety in my manufacturing initiatives.”
  • Shakun Batra, filmmaker stated, “I pledge to promote variety in my initiatives, to proceed collaborating with and supporting intimacy professionals to guarantee units are a protected house for all.”
  • Gayatri & Pushkar, filmmakers stated, “We pledge to proceed to promote variety in our initiatives, to proceed to embody ladies in author’s rooms, and to proceed to comply with the authorities mandated PoSH tips and have an ICC inside the organisation.”
  • Apoorva Mehta, CEO, Dharma Productions stated, “I pledge to proceed to promote variety throughout all our verticals at Dharma Productions & Dharmatic Entertainment.”
  • Madhu Bhojwani, associate, Emmay Entertainment stated, “I pledge to present separate loos with accessible sanitary merchandise for girls on set, to promote variety in my initiatives, to embody ladies in author’s rooms, and to comply with the authorities mandated PoSH tips and have an ICC inside the organisation.”
  • Tahira Kashyap Khurrana, author, director & creator stated, “I pledge to inform ladies’s tales with a story which is exclusive to them.”
  • Supriya Yarlagadda, producer & govt director, Annapurna Studios stated, “We at Annapurna, are the first studio and manufacturing home to set up an ICC in the Telugu movie trade. We shall proceed with our endeavor to promote variety in our productions and embody ladies in author’s rooms. Our surroundings is continually evolving to assist extra ladies in the office.”

View all the pledges right here:


1 The Bechdel Test, conceptualized by Alison Bechdel in 1985, is seen as an internationally-accepted yardstick on gender illustration in content material. A movie is taken into account to have handed the Bechdel Test if it has no less than one scene through which two named ladies are talking, and the dialog is about one thing aside from males/ a person. For streaming collection, the criterion was modified to embody three scenes, given their longer runtime.


2 Trailer Talk Time is a check created completely for O Womaniya! In this check, the primary trailer of the movie or collection is analyzed and categorised by the talking time allotted to the female and male characters. The check studies % talking time that was owned by feminine characters. The check provides an perception into how producers and platforms are advertising content material. At 73% trailer discuss time being managed by the male characters, the outcomes recommend that properties are being pitched from a male POV of their advertising.

About Author