ormax media: Women hold only 10% of leadership positions in India’s media and entertainment industry: report by Ormax Media

Women held a paltry 10% share in leadership positions in media and entertainment companies, as well as head of department (HOD) roles in Indian films in 2021, second edition of ‘O Womaniya finds !’ a study on the representation of women in Indian films and the M&E industry.

The report by media consultancy Ormax Media and digital platform Film Companion was supported by Amazon Prime Video.

The report studied the representation and participation of women in three broad categories: ‘content’ which included female representation on screen and behind the camera, ‘marketing’ which studied female representation in promotional trailers for movies and series, and “content” that analyzed female representation on the boards of the top 25 media and entertainment companies.

For HOD positions in films, a total of five positions were analyzed for the report across the industry: directing, writing, cinematography, editing, and production design.

The report considered a total of 100 movies and 50 series released in 2021 in eight Indian languages ​​– Hindi, Telugu, Tamil, Malayalam, Kannada, Punjabi, Bengali and Gujarati.

According to the report, of the 56 theatrical films analyzed in all languages, not one was directed or edited by a woman. Even in media and entertainment companies, which are at the center of decision-making, only 10% of management positions were held by women, which has a cascading effect on inclusivity throughout the chain. production and execution.

“While it’s no surprise that female representation in mainstream entertainment is low, the degree of asymmetry, such as 10:90 on some key metrics, should be a red flag,” said Shailesh Kapoor , founder and CEO of Ormax Media. “While streaming titles, particularly series, include more women in on-screen and off-screen representation, theatrical films continue to perform very poorly and, in fact, have shown no positive growth since the previous report, which covered content published in 2019 and 2020. We hope this report will serve as a starting point for the industry to come together and discuss ways to address the obvious imbalance.

Anupama Chopra, film critic and founder of Film Companion, said data is key to understanding how drastically skewed the gender equation in the Indian film industry is. “O Womaniya! provides us with a starting point for discussion and debate. Beginning as an effort by Ormax Media and Film Companion, the initiative has now found

with the whole industry. The support we have received from film organizations, streaming services and studios is encouraging. We will continue to build that momentum and hopefully pave the way for change,” she said.

More than half of theatrical releases have failed the most basic “Bechdel test,” an internationally accepted measure of female representation in film.

For a film to pass the Bechdel test, it must have at least one scene in the film in which two named female characters are having a conversation that is not about a man or men.

Even when it comes to trailers, men talk more than women by a factor of 3:1. As many as 48 properties had trailers in which the women spoke for 10 seconds or less.

“While there have been improvements in female representation in Indian entertainment, there has not been a data-backed report in India that can reflect the current reality. O Womaniya! 2022 fills the much-needed void with its rich information,” said Aparna Purohit, Head of Indian Originals, Prime Video. “The report is a good starting point to start discussions on the need to involve more women, especially in decision-making roles, as this has a ripple effect on inclusivity across the ecosystem. .”

Purohit added that streaming services have certainly opened the doors to more inclusive storytelling that provides greater opportunities for women and has given voice to more female storytellers, which has led to an increase in stories led by female characters.

Incidentally, the percentage of female HODs doubled when a woman greenlighted a series or movie. Similarly, a higher percentage of films passed the Bechdel test (68%) and women had higher talk time (35%) if the title was commissioned by a woman.


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