SONY UNVEILS NEW FULL-FRAME ALPHA 7R III INTERCHANGEABLE LENS

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Alpha 7R III Interchangeable lens camera delivers the ultimate combination of resolution and speed

Sony Middle East and Africa FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony consumer electronics products, recording media and energy products, car audio and game (play station) products in more than 40 countries in the region. Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Middle East and Africa leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners and representative offices. A representative office in Kenya and Pakistan, in addition to 262 accredited third party service centres reinforces Sony’s presence in key markets in the region.
Sony Middle East and Africa has recently launched an addition to its full-frame mirror less camera line-up, the Alpha 7R III (model ILCE-7RM3). The company has also announced a new addition to its expanding full-frame e-mount lenses, the FE 24-105mm F4G OSS standard zoom (model SEL24105G). “Sony is leading innovations in professional photography and videography by delivering new imaging experiences which have never before existed. Today, we are adding a new camera, the Alpha 7R III for the most demanding professional,” says Taro Kimura, managing director, Sony Middle East and Africa. “The full frame camera market growth and Sony is contributing to this growth with its range of industry defining Alpha cameras and lenses. We hope these new products will significantly enhance our customer offering and help us to consolidate our market standing,” adds Kimura.

The Alpha 7R III
An evolutionary leap in image processing power and efficiency, the new Alpha 7R III combines a high-resolution 42.4 MP1 back-illuminated Exmor R CMOS image sensor with impressive shooting speeds at up to 10 fps with full AF/AE tracking, as well as beautiful image and 4K video quality, wide 15-stops dynamic range, high sensitivity with noise reduction of almost a full stop and more. With these immense capabilities and a compact, lightweight body, it is an extremely versatile tool for photographers, videographers, multi-media creators and all other professionals who demand reliability, flexibility and versatility.

A new level of Image Quality
The Alpha 7R III sports an updated BIONZ Xtm image processor that boosts processing speed approximately 1.8 times faster than its predecessor, achieving nearly twice that burst shooting speeds compared to 10 fps2, with full autofocus when using the mechanical shutter or the electronic shutter. The maximum ISO has enabled its impressive ISO range of 100-32000 (expandable to ISO 50-102400 for still images) and massive 15-stop4 dynamic range at low sensitive settings.
The new mirror less camera is equipped with a 5-axis optical image stabilization system that has been fine-tuned to support its high-resolution shooting capacity, resulting in a 5.5 step shutter speed advantage – the world’s highest compensation performance for an image stabilization system. Offering a new software suit called ‘imaging edge’, the Alpha 7R III extends creative capabilities for pre and post processing work, like live-view PC remote shooting and RAW development.
Pixel shift multi shooting is a new feature that will debut with the Alpha 7R III, which shifts the sensor in 1-pixel increments to capture four separate pixel-shifted images. These four images can be composited together and processed utilizing the new imaging edge software suite. Other improvements include higher resolution OLED electronic viewfinder (EVF), dual SD card slots (for UHS-II and UHS-I cards) and USB Type-C (USB 3.1, Gen 1) port.
Additional improvements in focusing flexibility include AF availability in focus magnifier mode, focal-plane phase-detection. AF support when using A-mount lenses, an ‘AF On’ button, a multi-selector or ‘joystick’ for moving focusing points quickly, flexible touch focus functionality and a 3-inch touch screen for touch focus. The Alpha 7R III is capable of shooting 4K video and offering 4K video recording across full width of the full-frame image sensor. When shooting in Super 35mm format, the camera uses full pixel readout without pixel binning to collect 5K of information, oversampling it to produce high quality 4K footage with exceptional detail and depth. It also records HLG (hybrid log gamma) medata, which allows HLG compatible HDR displays to accurately display the footage without requiring any post processing. High frame rate shooting is also present at 1080p 120fp.

High optical performance and outstanding resolution
Sony has also expanded the full-frame lens line up with a new compact, lightweight FE 24-105mm F4 G OSS standard zoom covering wide-angle to mid-telephoto range. The new full-frame lens covers the commonly used 24 to 105mm focal length range, delivering outstanding G LensTM imaging performance with the most lightweight design in its class 1, maximizing its versatility and usability.
The FE 24-105mm F4 G OSS can be used for versatile shooting such as landscape, portrait, wedding among others. This lens also features fast, precise and quiet autofocus capabilities in both still and video shooting, making it an ideal complement to Sony’s extensive line-up of E-mount cameras. It delivers excellent corner to corner sharpness throughout the entirety of its zoom range, while also producing beautifully rendered ‘bokeh’ or background defocus at all focal lengths.

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