Prime Video's O Womaniya! Report Reveals Insights on Female Representation in Indian Entertainment Industry
Prime Video has unveiled the third edition of its O Womaniya! report, a comprehensive study jointly conducted by Ormax Media and Film Companion. This study focuses on female representation in Indian films and series and aims to improve gender diversity in the entertainment industry. The report analyzed 156 films and streaming series released in 2022 across eight Indian languages.
Key Findings from the Report:
1. Women in Key Positions: Women currently hold only 12% of key positions in departments like direction, cinematography, editing, writing, and production design. While this represents a slight increase from 2021, improvements are primarily observed in the streaming sector, with theatrical films remaining stagnant.
2. Marketing Representation: Women receive just 27% of talk time in trailers. Streaming films lead in this area, allocating 33% of talk time to female characters. Films and series like "Hush Hush," "Gehraiyaan," and "The Fame Game" demonstrate exemplary inclusion with at least 50% of talk time in trailers dedicated to female leads.
3. Corporate Leadership: Only 13% of Director/CXO positions in 25 top media and entertainment firms in India are held by women.
The O Womaniya! report emphasizes the industry's need for greater inclusion. While streaming platforms continue to champion female representation, the lackluster performance of theatrical films highlights the need for change. Influential figures and celebrities in the industry have pledged their support for enhancing female representation both personally and professionally.
Aparna Purohit, Head of Originals, India & Southeast Asia, Prime Video, stated, "O Womaniya! represents a collective effort to unite the industry and collaborate on enhancing female representation. The report strongly underscores the urgency of accelerating these transformative efforts. It's heartening to witness the committed support of partners and the active participation of influential figures from the industry, including both men and women."
This report highlights the importance of addressing gender diversity and inclusion in the Indian entertainment industry and encourages industry-wide support for positive change.
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