Prime Video, one of India’s leading entertainment platforms, has launched the latest edition of the O Womaniya! report, a comprehensive study on female representation in the Indian entertainment industry.

This report, created in collaboration with media consulting firm Ormax Media and Film Companion, provides valuable insights into the progress and challenges faced by women in various aspects of content production, marketing, and corporate leadership within the Indian entertainment sector.

In 2022, the report analyzed 156 films and series released in India, encompassing eight languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Punjabi, Bengali, and Gujarati), to evaluate the changes that have occurred since 2021.

Several prominent industry partners, including Clean Slate Filmz, Emmay Entertainment, Excel Entertainment, Jio Studio, Producers Guild India, RSVP, SonyLiv, Tiger Baby, and Zee5, have supported the report.

Additionally, influential figures in the entertainment industry, such as studio heads, filmmakers, and actors, have pledged to take actionable steps to enhance female representation in their personal and professional roles. These commitments are expected to serve as guiding principles for the entire industry.

Key findings from the report include:

Creative Talent:

Only 12% of the 780 key positions (Heads of Departments) in areas like direction, cinematography, editing, writing, and production design were held by women. This figure is slightly higher than the 10% reported in 2021, with streaming content leading the growth, while theatrical films have remained stagnant.
Notably, 31% of the properties had a female commissioning in-charge, compared to 25% in 2021.
Content:

While in 2021, 55% of the properties passed the Bechdel Test (a measure of gender representation in media), this figure decreased to 47% in 2022. The decline is more pronounced in theatrical films, where only 34% passed the test.
Certain series and films, such as Guilty Minds, and Four More Shots Please! Season 3, Delhi Crime Season 2, Maja Ma, Gangubai Kathiawadi, had the most scenes passing the Bechdel Test.
Marketing:

Women received only 27% of the talk time in trailers, with streaming films allocating 33% of talk time to women. Notable series and movies with better representation in trailers include Hush Hush, Gehraiyaan, The Fame Game, Ammu, A Thursday, and Sita Ramam.
Corporate Talent:

Among the top 25 Media and Entertainment firms in India, only 13% of Director/Chief Experience Officer (CXO) positions were held by women.
The founder and CEO of Ormax Media, Shailesh Kapoor, highlighted the need for serious inclusion efforts, particularly in the theatrical film sector, and expressed optimism about the industry’s commitment to positive change.

Anupama Chopra, Founder and Editor of Film Companion, emphasized the importance of promoting inclusivity and diversity in entertainment, noting that every step taken matters in moving toward a more equitable ecosystem.

Aparna Purohit, head of Originals, India & Southeast Asia at Prime Video, stressed the importance of diversity and inclusion and commended the industry for its commitment to enhancing female representation.

Numerous pledges were made by industry leaders, including actors, producers, and filmmakers, with a focus on promoting diversity, creating safe working environments, and telling unique women’s stories. These pledges are expected to contribute to a more inclusive and representative Indian entertainment industry.