Prime Video immediately launched the most recent version of O Womaniya! report, a research on feminine illustration in Indian leisure. Researched and curated by media consulting firm, Ormax Media, produced by Movie Companion Studios, and championed by Prime Video, the O Womaniya! 2024 research delves deeper into present and rising traits, whereas figuring out gaps in feminine illustration throughout key areas of manufacturing, company management, and advertising in Indian leisure.
This 12 months, the report analysed 169 movies and sequence launched in 2023 in 9 Indian languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Marathi, Punjabi, Bengali, and Gujarati), throughout streaming and theatrical.
In response to the report, girls nonetheless have solely 29% speak time in trailers. Although it has elevated up to now two years, development stays marginal, with streaming movies showcasing the very best propensity to allocate extra speak time to girls in promotional trailers. Of the titles analysed, Made in Heaven Season 2 (Hindi), Boo (Telugu), Jhimma 2 (Marathi), Taali (Hindi), Rainbow Rishta (Hindi), Marriage ceremony.con (Hindi), Candy Kaaram Espresso (Tamil), Saas Bahu Aur Flamingo (Hindi), and Jaane Jaan (Hindi) have been a few of the movies and sequence to function excessive within the record.
Solely 15% of the HOD positions analysed throughout key departments of route, cinematography, enhancing, writing, and manufacturing design, have been held by girls. Streaming had a major contribution to this, with each streaming movies and sequence having over 20% of HOD positions helmed by girls. Modifying took the lead amongst departments with over 18% of movies and films, totally on streaming, having feminine editors. Among the many 144 Director/CXO positions analysed throughout 25 main M&E companies in India, solely 12% have been held by girls, a slight decline during the last 12 months.
The report institutionalised a brand new check, Gender Equality Toolkit, this 12 months to measure feminine illustration in content material, and in addition allow filmmakers to use the check and get rid of biases early on within the content material creation cycle. The check checks whether or not girls in a movie or sequence have company, and are drivers of their very own tales or are simply equipment to driving the male standpoint in storytelling.
Solely 31% of the titles analysed handed the Gender Equality Toolkit check, with streaming sequence taking the lead with 45% of them passing the check. The report additionally revealed that extra tales move the check when there’s a feminine commissioning-in-charge, as 48% of the titles that handed the check have been commissioned by girls. The report additionally deployed the extra conventional Bechdel Take a look at to analyse content material to disclose nearly half the titles falling brief on this check as nicely.
“At Prime Video, we firmly consider that Range, Fairness, and Inclusion (DEI) is not only good to have — it’s important to driving significant change. We’ve got labored deliberately and persistently to construct a various, inclusive, and equitable ecosystem, creating extra alternatives for girls, each in manufacturing and inside our organisation. In a collaborative business akin to ours, the true affect of DEI can solely be realised when it’s embraced throughout the board, with every of us committing to fostering an setting the place girls are seen, heard, and actually valued,” stated Stuti Ramachandra, director and head of manufacturing, Worldwide Originals, Prime Video, India. “O Womaniya! exemplifies the ability of collaboration in addressing feminine illustration within the business. This newest version of the report calls on all of us to speed up these transformative efforts—not merely taking small steps, however making daring strides towards a world the place alternatives and development are outlined by functionality and expertise, not gender.”
Sharing his ideas on the most recent findings in O Womaniya! Shailesh Kapoor, founder and CEO, Ormax Media, stated, “With each version of O Womaniya!, we’ve got checked out increasing the scope of the report. On this 12 months’s version, the introduction of the Gender Equality Toolkit affords a nuanced perspective on illustration of ladies in leisure. The toolkit is designed to be action-oriented, and will help creators and producers consider new concepts at their finish, from an inclusivity perspective.”
Talking in regards to the report, Anupama Chopra, movie critic and producer stated, “The leisure business is underneath higher scrutiny than ever earlier than. With each step ahead and each hole left uncovered, stakeholders are reflecting on how they’ll drive significant change. Each motion and dialog round gender inclusivity issues and with the O Womaniya! Report and the newly launched Toolkit, we’re shifting nearer to creating an equitable business. I’m deeply grateful to Prime Video and Ormax Media for his or her partnership on this groundbreaking initiative.”
Written with the View : afaqs
