Sony unveils new full-frame α7R III interchangeable lens camera - Business Today News
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Sony unveils new full-frame α7R III interchangeable lens camera

The new mirrorless camera is equipped with a 5-axis optical image stabilisation system that has been fine-tuned to support its high-resolution shooting capacity

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The Alpha 7R III interchangeable lens camera launched by Sony

Sony Middle East and Africa has launched an addition to their full-frame mirrorless camera line-up, the α7R III (model ILCE-7RM3). The company has also announced a new addition to its expanding full-frame E-mount lenses, the FE 24-105mm F4 G 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,” said Taro Kimura, Managing Director, Sony Middle East and Africa. “The full frame camera market growing and Sony is contributing to this growth with its range of industry defining Alpha cameras and lenses. We hope these new introductions will significantly enhance our customer offerings and help us to consolidate our market standing,” added Kimura.

An evolutionary leap in image processing power and efficiency, the new α7RIII combines a high-resolution 42.4 MP1 back-illuminated Exmor R CMOS image sensor with impressive shooting speeds at up to 10 fps[1] with full AF/AE tracking, as well as beautiful image and 4K video quality, wide 15-stop 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.

The α7RIII sports an updated BIONZ X™ image processor that boosts processing speed approximately 1.8 times faster than its predecessor, achieving nearly twice the burst shooting speeds compared to 10 fps2, with full autofocus when using the mechanical shutter or the electronic shutter. The maximum ISO has also enabled its impressive ISO range of 100 – 32000 (expandable to ISO 50 – 102400 for still images) and massive 15-stop dynamic range at low sensitivity settings.

The new mirrorless camera is equipped with a 5-axis optical image stabilisation 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 stabilisation system. Offering a new software suit called ‘Imaging Edge’, the α7RIII 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 α7RIII, which shifts the sensor in 1-pixel increments to capture four separate pixel-shifted images. These four images can be composited together and processed utilising the new Imaging Edge software suite. Other improvements include a higher resolution OLED electronic viewfinder (EVF), dual SD card slots (for UHS-II and UHS-I cards) and USB Type-C (USB 3.1, Gen1) port.

Sony-interchangeable-lens-camera Sony unveils new full-frame α7R III interchangeable lens camera

The new full-frame lens covers the commonly used 24 to 105mm focal length range, delivering outstanding G Lens™ imaging performance with the most lightweight design in its class1, maximizing its versatility and usability.

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 touchscreen for touch focus. The α7RIII is capable of shooting 4K video and offering 4K (3840×2160 pixels) video recording across the 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) metadata, which allows HLG compatible HDR displays to accurately display the footage without needing any post processing. High framerate shooting is also present at 1080p 120fp.

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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 Lens™ imaging performance with the most lightweight design in its class1, maximizing its versatility and usability.

The FE 24-105mm F4 G OSS can be used for versatile shooting such as landscape, portrait, wedding and so on.  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.


Business Today is the leading independent online business website in Kenya. Started in 2012 by a veteran business journalist, it has a huge following both in Kenya and abroad. It covers various business and related issues. Email editor at: [email protected]

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