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Recently released O Womaniya! Prime Video’s 2024 report, led by Ormax Media and Film Companion Studios, is an eye-opening exploration of the current state of female representation in Indian entertainment. This fourth edition of the annual report analyzed 169 Indian films and series released in nine Indian languages in 2023, including both theatrical releases and streaming content.
Introducing the O Womaniya! Toolkit
A major innovation in this year’s report is O Womania! The toolkit, which provides a more nuanced and actionable framework for measuring female representation in content, and also enables filmmakers to apply testing and eliminate biases throughout the content creation cycle. The toolkit evaluates content based on four key criteria:
– Are there named female characters with active, independent roles?
– Do female characters make crucial economic, domestic, or community decisions?
– Do the female characters express conflicting viewpoints central to the plot?
– Does the content avoid normalizing sexual exploitation or violence against women?
The application of the toolkit in this year’s report revealed that streaming platforms are well ahead of theatrical releases in producing content that meets these criteria, providing a clear opportunity for industry-wide adoption of this tool to bridge the representation gap. Points towards.
Key findings from the report
The report presents a mix of progress and persistent challenges, particularly highlighting the disparity between theatrical and streaming content. Some key findings of the report include:
1. Representation in Content:
– Only 31% of the analyzed titles included O Womania! Toolkit. Streaming series led the way with 45% passing the toolkit, compared to 31% for streaming films and only 18% for theatrical films.
– The report also deployed the more traditional Bechdel test to analyze content, finding about half of the titles fell short on this test.
2. Representation in Content Marketing:
– Women have disproportionately less talking time in trailers, with women speaking on average only 29% of the time.
3. Behind the Scenes Involvement:
– Only 15% of Head of Department (HOD) positions in key roles (directing, editing, cinematography, writing and production design) are held by women. Streaming content saw a relatively higher inclusion rate (over 20%) compared to theatrical films (6%).
4. Corporate Leadership:
– Only 12% of the 144 director/CXO positions analyzed across 25 leading M&E firms are held by women.
Roundtable discussion: a call to action
To coincide with the release of the report, Film Companion hosted a thought-provoking roundtable discussion with filmmakers, actors and industry experts. Moderated by Anupama Chopra, the discussion brought together voices like Ananya Panday, Richa Chadha, Shakun Batra, Nikkhil Advani, Parvathy Thiruvothu, Ishita Moitra, and Stuti Ramachandra, Director and Head of Production, International Originals, Prime Video, India. The panel considered systemic challenges, personal experiences, and concrete solutions to promote inclusivity.
Highlights from the roundtable included:
– Streaming as a catalyst of change:
Panelists said the absence of box-office pressure allows streaming services to take more creative risks, leading to better representation of women both in front of and behind the camera.
– Systemic Challenges:
From limited female representation in technical roles like gaffers and spot directors to unequal workplace conditions like inadequate washroom facilities, the panelists highlighted deeply rooted issues.
– Optimism and Action:
Industry leaders advocated for actionable steps, such as vocational training programs for women in technical roles, mandating female appointments to key positions and creating a policy-driven framework for inclusivity on set.
Parvathy Thiruvothu, a leading actor, stressed the importance of collective action: “The industry is still a place where giving employment is considered ‘giving opportunity’. There is no dignity of work, or humanization of gender. This education should happen through continuous conversation.
Explaining how she and her team launched a first-of-its-kind vocational course for women in film production, actress Richa Chadha shared, “In the first film we made, Girls will remain girls, We realized that teenagers are the subject of romance and that it is possible that young actors may not be very comfortable with the men in the crew. So, we were trying to get a majority female crew, which was very difficult. There was only one female gaffer, whose father was also a gaffer. In such a situation, we decided to train women. We did a program because my assistant director said it had never been done before. We applied for a grant and trained these ten girls to become gaffers and light women, and we did that through a program called Undercurrent, and it was supported by the grips company Light N Light. These women are now working on different projects like Mirzapur,
looking ahead
Hey Womaniya! The 2024 Report is not just a reflection of the current scenario but a roadmap for change. By introducing tools like O Womania! The report, which provides a toolkit and fosters open dialogue, sets the stage for a more inclusive future in Indian entertainment. The roundtable’s emphasis on asking uncomfortable questions and holding the industry accountable underscores the collective determination to change mindsets and practices.
see round table discussion
For a deeper understanding of the report and expert insights from the industry, watch the entire roundtable discussion on Prime Video India’s YouTube channel:
Access the full report
For more detailed findings and insights, read the full report Here,
This article was written in collaboration with Prime Video.
