Prime Video launched the newest version of the O Womaniya! report, essentially 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, and championed by Prime Video, the research evaluates the statistical journey of girls in varied aspects of content material manufacturing, advertising and marketing and company management inside India’s leisure business.

On the again of the report, varied leaders from the business voiced their assist and took pledges to enhance feminine illustration in leisure. Alia Bhatt, who has lately received the National Film Award for a female-led movie Gangubai Kathiawadi, has additionally turned producer with one other female-forward narrative Darlings mentioned, “I pledge to proceed to advertise variety in my manufacturing initiatives.” Meanwhile, filmmaker Shakun Batra said, “I pledge to promote diversity in my projects and to continue collaborating with and supporting intimacy professionals to ensure sets are a safe space for all.” Tahira Kashyap Khurrana, author, director, and creator, mentioned, “I pledge to inform ladies’s tales with a story that’s distinctive to them.”

Supriya Yarlagadda, producer and executive director of Annapurna Studios, said, “We at Annapurna are the first studio and production house to establish an ICC in the Telugu film industry. We shall continue with our endeavour to promote diversity in our productions and include women in writer’s rooms. Our environment is constantly evolving to support more women in the workplace.” Gayatri & Pushkar, filmmakers, mentioned, “We pledge to proceed to advertise variety in our initiatives, to proceed to incorporate ladies in author’s rooms, and to proceed to comply with the government-mandated PoSH pointers and have an ICC throughout the organisation.” Aparna Purohit, head of Originals, India & Southeast Asia, Prime Video, pledged, “I pledge to include women in the writer’s room and to work towards at least 30% women HOD’s in all of our productions.”

This yr, the report analysed 156 movies and sequence throughout streaming and theatrical releases in 2022 in 8 Indian languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Punjabi, Bengali, and Gujarati) to reach at a complete image of the change that the business has seen since 2021.

Along with Prime Video, the report has been supported by different companions from the business, together with Clean Slate Filmz, Emmay Entertainment, Excel Entertainment, JIO Studio, Producers Guild India, RSVP, SonyLiv, Tiger Baby, and Zee5.

Key findings of the report embody:

1. Creative Talent:
   Only 12% of the 780 HOD positions analyzed throughout key departments of path, cinematography, enhancing, writing, and manufacturing design had been held by ladies.
2. Content:
   While in 2021, 55% of the properties analyzed handed the Bechdel Test1, the quantity has gone beneath the half-way mark to 47% now. Series and movies like Guilty Minds, Four More Shots Please! Season 3, Delhi Crime Season 2, Maja Ma, Gangubai Kathiawadi, amongst others, emerged because the properties with most scenes to cross the Bechdel Test.
3. Marketing:
   Women nonetheless get solely 27% discuss time2 in trailers; the quantity is the very best for streaming movies with 33% discuss time in trailers being allotted to ladies. Series and flicks like Hush Hush, Gehraiyaan, The Fame Game, Ammu, A Thursday, Sita Ramam, amongst others, carried out the most effective with at the least 50% of discuss time in trailers given to feminine leads.
4. Corporate Talent:
   Of the 135 Director/ CXO positions studied throughout 25 high M&E companies in India, solely 13% had been held by ladies.

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