Sony mirrorless camera line-up launched
January 13 2018 11:32 PM
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Fifty One East and Sony Middle East and Africa have announced that the “impressive addition” to their full-frame mirrorless camera line-up, the 7R III (model ILCE-7RM3), is now available in the Qatari market.
The company has also announced the arrival of new additions to its flagship cameras, including the “ultra-compact, robust and waterproof” RX0 (model DSC-RX0) and the latest model from the RX10 line – the RX10IV (model DSC-RX10M4). 
A new addition to Sony’s expanding full-frame E-mount lenses was also announced, the FE 24-105mm F4 G OSS Standard Zoom (model SEL24105G), according to a press statement.
The new cameras and additions are now available at Fifty One East located in Al Maha Centre on Salwa Road, FNAC at Lagoona Mall and Doha Festival City, Virgin Megastore branches in Landmark, Villaggio and Doha Festival City, as well as selected outlets in Doha.
An “evolutionary leap in image processing power and efficiency”, the new 7R III combines a high-resolution 42.4 MP 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-stop dynamic range, high sensitivity with noise reduction of almost a full stop and more. With these capabilities and a compact, lightweight body, it is a versatile tool for photographers, videographers, multimedia creators and all other professionals who demand reliability, flexibility and versatility, the statement notes.
The 7R III 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 fps, with full autofocus when using the mechanical shutter or the electronic shutter. 
The new mirrorless camera is equipped with an innovative 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 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 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 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, etc.
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 class, maximising its versatility and usability”. 
The RX0 “marries the leading-image quality of the Sony RX series with advanced photo and video capabilities, all compressed into a robust and ultra-compact body”. Designed to facilitate creative photographic and videographic expression beyond current limitations, the RX0 is equally adept at shooting still images, filming video or can be used as part of a multi-camera set-up to create an inspiring series of images, videos and super slow-motion footage from a multitude of different perspectives. 
Weighing just 110g and measuring 59mm x 40.5mm x 29.8mm (WxHxD) , the RX0 can be used as a standalone camera for capturing photos or videos in any shooting conditions.
The RX0 is packed with advanced Sony technology. 
Sony has also expanded its RX10 line with the latest RX10IV. Replacing the popular III, the new camera can deliver an unmatched combination of mobility and speed for imaging enthusiasts and professionals looking for the ultimate ‘all-in-one’ solution.
Like the RX10 III, the RX10IV is built around a dust and moisture-resistant DSLR-like body, with a fixed Zeiss lens that gives an effective focal length of 24-600mm (f/2.4-4). The camera features a 1.0-type 20.1MP Exmor RS CMOS sensor with DRAM chip along with a BIONZ-X image processor and front end LSI. It also comes with a high focusing speed of 0.03 seconds along with a 24-600mm Zeiss Vario-Sonar T zoom lens with f/2.4-4 aperture range.



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