Shakila Maharaj, founder and managing director of ShazaCin Accessible Media, has made significant strides in creating accessibility for visually impaired individuals.
Shakila is a visually impaired social entrepreneur, innovator, a recognised global disability strategist and a member of the Presidential Working Group on Disability. She has a master’s degree and is a graduate of Columbia University New York, USA and is a registered organisational psychologist with the Health Professional’s Council of South Africa.
Shakila’s remarkable accomplishments over the years can be described as contributing towards creating an inclusive society and she has received recognition globally and locally for her disability rights enforcement. She says, “Whenever I come across something that liberates me as a blind person, I want to share it.”
Through her innovative startup ShazaCin Accessible Media, launched in 2020, which is South Africa based and a first in Africa, the company is recognised as a pioneer in the accessibility sector. ShazaCin has developed a groundbreaking mobile app called describeAT, which harnesses audio description to bridge the gap between visual media and visually impaired audiences.
Audio Description, the core of ShazaCin’s work, is an oral and literary art form, that creates access for visually impaired persons to the visual world through language, providing the same degree of immersion as sighted people. “The visual made verbal” is facilitated through language to communicate visual events, either in real time or pre-recorded and is designed to enhance accessibility across various media formats.
Working with local talent on local content, ShazaCin provides audio description in English and local languages to diverse industries.
The describeAT app is undergoing continuous improvements to align with advancements in artificial intelligence (AI). One of its most remarkable features is its ability to synchronise audio descriptions with video content that uses carefully scripted and narrated descriptions of visual content, integrated seamlessly into video soundtracks. For instance, in cinemas, on a cell phone or other device, the app “listens” to the film being screened and syncs the audio description track to the precise moment in the film. Users listen on headphones and follow independently. This ensures uninterrupted narration, even if the user steps out momentarily and returns later.
ShazaCin’s dedication to quality and compliance with international standards is evident in their meticulous approach to creating audio description soundtracks. These involve studying visual content, scripting descriptions for dialogue-free segments, selecting suitable narrators, and integrating narration into the original soundtrack without disrupting the film’s audio balance.
This synchronisation feature extends beyond cinemas to television, computers, and other visual media, making describeAT a versatile tool. The app offers visually impaired users immersive virtual tours and on-site guidance for exploring real-world locations independently. ShazaCin audio describes tours for art galleries, museums and heritage sites, and describes live events in real time such as theatre, concerts and sports. Additionally, the app is enhancing accessibility to traditionally visual mediums, such as illustrated books, by providing audio-based narratives.
The describeAT app is free to download on both Android and iOS platforms as well as is downloadable from https://app.shazacin.com. While the app’s focus is on accessibility, future funding will likely come from content providers who upload their material onto the app, especially as legal frameworks worldwide increasingly mandate accessibility in media.
ShazaCin Accessible Media’s achievements have garnered local and global recognition including best “social disability innovation”, TIA-CSIR Science Forum2024, Best Producer of Inclusion in Film Power 24 International Film Festival, Winner of the AFD (French Development Agency) Digital Challenge 2023, Durban Tourism Mayor’s Exceptional Achiever award 2023, Winner of the Irish Tech Challenge South Africa 2022, recipient of the Barlow World Award 2022, Technology Innovation Agency (TIA) Tourism Innovation Award (TTGIIP) 2022, finalist and recipient of the South African Brewery Foundation (SABF) Disability Innovation Empowerment Award 2021, and is a proud partner of the Durban SmartXchange incubation programme 2020.
Additionally, Shakila’s advocacy has significantly raised awareness about audio description in Africa, a region that previously lagged in this field. Through collaborations with broadcasters and film commissions, ShazaCin has not only delivered accessible media but also has provided employment and trained individuals to create these services, thereby fostering industry growth and inclusion.
Shakila’s innovative approach is redefining how visually impaired audiences engage with the visual world, proving that technology can truly level the playing field.
For more information visit: www.shazacin.com/
Comments