Sony Expands Full-frame Mirrorless Line-up with the α7 III Camera

Sony MEA has introduced a new addition to their full-frame mirrorless camera line-up, the α7 III. The Camera  features a new 24.2 Mega Pixel back-illuminated Exmor R CMOS image sensor with increased sensitivity, outstanding resolution and an impressive 15 stops of dynamic range at low sensitivities.  By combining this sensor with a variety of  features including extreme Auto Focus fast shooting with either mechanical shutter or silent shooting, diverse 4K video capabilities and more, Sony has created a new tool that gives all types of creators – from enthusiast to professional – the ability to capture content in new and different ways than they ever have before.

Spectacular Full-frame Image Quality

The newly developed 24.2MP camera has innovative components that work together to allow the α7 III, to shoot at faster speeds leading to improvement in image quality. The camera also features a massive dynamic range at low sensitivity settings, ensuring outstanding overall performance at all settings and in all shooting conditions, with significant advancements in accurate colour reproductions of skin tones and the vibrant tones of nature.

Significant Advances in Auto Focus (AF) Speed and Performance

The innovative new full-frame mirrorless camera features a level of AF performance that includes the addition of 4D FOCUS™ capabilities. This innovative AF system covers approximately 93% of the frame, ensuring reliable focusing and tracking for even the most difficult to capture subjects.

AF response and tracking compared to the previous model has improved because of the faster image sensor readout. This allows capturing of complex and unpredictable motion with far greater precision and accuracy.

The acclaimed Eye AF feature is also available in this camera, even in AF-C mode, which is extremely useful for situations where the subject is turning around, looking down or otherwise obstructed. Additional improvements in focusing flexibility include the addition of a multi-selector or ‘joystick’ for moving focusing points quickly, the touch focusing capability, AF availability in Focus Magnifier mode and an ‘AF On’ button.

Speed to Capture Every Decisive Moment

The camera is equipped with an updated image processing system that allows it to shoot full resolution images at up to 10 frames per second. This high-speed mode is available with either a mechanical shutter or a completely silent shooting, adding to the immense flexibility of the camera. The camera can also shoot continuously at up to 8 frames per second in live view mode with minimal lag in the viewfinder or LCD screen.

For added convenience, while large groups of burst images are being written to the memory card, many of the cameras key functions are operable, including access to the ‘Fn’ (Function) and ‘Menu’ buttons, image playback and several other menus and parameters including image rating and other functions that facilitate on-location image sorting.

Additionally, if there is fluorescent or artificial lighting present in a shooting environment, users can activate the Anti-flicker function to allow the camera to automatically detect frequency of the lighting and time the shutter to minimize its effect on captured images. This minimizes any exposure or colour anomalies that can sometimes occur at the top and bottom of images shot at high shutter speeds.

High Quality 4K Video

The α7 III is a video camera as well, offering 4K (3840×2160 pixels) video recording across the full width of the full-frame image sensor. In video mode, the camera uses full pixel to produce high quality 4K footage with exceptional detail and depth.

Upgraded Build, Design and Customization

Sony’s newest full-frame camera is equipped with a variety of enhanced capabilities that were first implemented in the α9 and then again in the α7R III. These include dual media slots, with support in one slot for UHS-II type SD memory cards. Users have a variety of options for storing their content in each of the cards; including separate JPEG / RAW recording, separate still image / movie recording and relay recording.

The camera offers the world’s longest battery life of any Mirrorless camera, as the camera utilizes Sony’s Z series battery NP-FZ100 – with a CIPA measurement of up to 710 shots per charge.

The new camera features “My Menu” function that allows up to 30 menu items to be registered for instant recall when needed. Users can also apply star ratings to their still images through the camera controls for easier image playback and review, and edit the first three characters of all still image files. There are 81 functions assignable to 11 custom buttons, and the camera is both dust and moisture resistant.

The camera features high-resolution, high-contrast, fast-start XGA OLED Tru-Finder™ for extremely accurate, true-to-life detail reproduction. “Standard” or “High” display quality settings are available for both the viewfinder and monitor. It has capability of seamlessly transferring files to a smartphone, tablet, computer or FTP server via Wi-Fi®, while also offering a SuperSpeed USB Terminal for increased flexibility in power supply and faster image transfer speed during tethered shooting.

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