There is a cluster boom among creators who are investing in the gear that serves them with all the formats of digital recording, is user-friendly, light weight and flexible,” says Mukesh Srivastava, head of digital imaging, Sony India.
The company has recently launched Alpha 7 IV (body + 28-70 mm zoom lens — priced at Rs 262,490), capable of 15-stops of dynamic range and improved colour reproduction. The combination of its newly-developed 33MP Exmor R sensor and BIONZ XR image processor results in lifelike photos.
Here’s more from Mukesh Srivastava.
Mukesh Srivastava head of digital imaging, Sony India.
Where does the Sony A7 IV fit in?
As we have already seen, A7III has established itself as a core camera for content creators and professionals. Sony Alpha 7IV is the next generation full-frame mirrorless camera packed with features to support the growing demand of multimedia content creation, bringing new meaning to what a hybrid camera can accomplish. Digital creators, professionals and almost everyone related with visual creation is bound to fall in love with Alpha 7 IV as it offers more ease, flexibility and lets you challenge tough situations.
How are the design and ergonomics of this camera different?
Sony Alpha 7 IV maintains the chiselled design just like other cameras in our line-up. Compared with A7III, Alpha 7IV has even larger and deeper handgrip and numerous advantages ranging from side-opening vari-angle touch-panel rear LCD monitor, top-panel REC button. All Sony cameras maintain a body built with magnesium alloy to achieve robustness while minimising weight. Separate functions for stills and for movies can be assigned to various buttons and dials, including the new, freely customisable Rear dial R which contributes to enhanced still- and movie-shooting efficiency. The model was developed with the environment in mind by using Sony’s original recycled plastic SORPLAS for the camera body and packaging with recyclable materials and less plastic.
What are the other upgrades we are looking at over the A7 III?
The high resolution 33.0MP sensor enables the Alpha 7IV to express smooth gradation, fine details and textures of the subject while reducing noise supported with the latest BIONZ XR processing engine delivering high-speed AF and uninterrupted continuous shooting up to 10fps.
Sony’s technology has always been a step ahead with Real-time Tracking and 759 phase-detection AF points for the first time, Real-time Eye AF can now track birds’ and animals’ eye for both still images and movies, in addition to humans.
The Alpha 7 IV inherits technology taken from the real-world movie production, including the S-Cinetone picture profile adopted from Sony’s highly regarded Cinema Line cameras creating high quality movies at 4K 60p recording and up to 4K 30p recording with 7K sampling. Alpha 7 IV camera features Breathing Compensation to combat focus breathing and maintain a consistent angle of view throughout focus changes and can be switched on or off. The camera has revamped menu with separate functions for stills and for movies that can be cascaded to show three levels of hierarchy at once.
