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CameraLK, the largest independent retailer of photographic and digital equipment in Sri Lanka, launched Sony’s latest full-frame mirror-less camera, the highly-anticipated Sony Alpha A7 III, at a special event held at the Park Street Mews recently.
The event was attended by CameraLK Founder and Managing Director Anushka Gunasinghe, Sony representatives Justin Wong and Siha Sao, the Sony Brand Ambassadors and leading Sri Lankan photographers Anushka Eranga and Rasanga Dissanayake and a large number of invitees.
The Alpha A7 III is Sony’s cutting-edge camera designed to appeal to both photography enthusiasts as well as professionals. As the 3rd generation A7 camera, it comes with several features from Sony’s flagship models Alpha A9 and Alpha A7R III.
Weighing in at just 650g, the compact and durable body of the camera houses the 24.2MP full-frame back-illuminated CMOS. The new version of the Exmor R CMOS sensor is combined with the latest BIONZ X image processing engine and front-end LSI enabling the camera to achieve a data readout speed that is 2X faster and data processing capability that is 1.8X higher.
The standard ISO range of the camera is extended to ISO 100-51200 and is expandable to ISO 50-2048007 for stills, while Detail Reproduction and Area-specific Noise Reduction technologies maintain image details and cut noise. The 3.0-inch tilt-angle display is touch-sensitive enabling the user to set the focus point and also browse through images quickly.
The camera features 693 phase-detection AF points covering approx. 93% of image area, plus 425 densely positioned contrast-detection AF points to improve focus. 5-axis image stabilisation system uses stabilisation unit, gyro sensors and algorithms to achieve a 5.0-step shutter speed advantage in a system that compensates five types of camera shakes.
The camera can shoot in a continuous burst at up to 10fps with AF/AE tracking, up to 8fps burst shooting when shooting with live-view mode and also supports silent shooting at up to 10fps with AF/AE tracking at maximum resolution. It also allows the recording of 4K videos and features a new HLG (Hybrid Log-Gamma) picture profile, supporting instant HDR workflow. Connectivity for transferring images comes via Wi-Fi, NFC and Bluetooth. All of the cameras major buttons and dials are sealed from the elements to protect against dust and moisture.
Having started off as a small home business in 2010, within a short period of seven years, CameraLK has grown to become South Asia’s largest freestanding showroom for photographic and digital equipment. The company has built a reputation as the only player in the industry to provide a comprehensive after sales service and was the first to establish an equipment rental service which also acts as an avenue for prospective customers to experience the product prior to making a purchase.
Speaking at the launch ceremony, Gunasinghe stated: “Sony cameras and lenses are leading the way by providing state-of-the-art technology and it is with great pride that we unveil this latest model of the exciting Sony Alpha range that has captured the imagination of photography enthusiasts across the globe. With its outstanding imaging capability and high-speed performance contained in a compact body, the Alpha A7 III gives the user the speed, power, precision, and flexibility to capture those special moments in exactly the way you’d want to. It is no wonder that we have received over 50 pre-orders for this camera as Sri Lanka’s best photographers – fashion, wedding, wildlife, sports and others – are lining up to get their hands on this new model.”
Elaborating on the surge in demand for mirror-less cameras, he added, “Mirror-less cameras have three key advantages. Since they do not possess the mirror and other elements associated with it, they are lighter. This also means that they are more compact and therefore easier to handle even outdoors. They also provide a higher level of performance.”
Addressing the audience at the launch, Wong stated, “Mirror-less cameras are taking the photography world by storm and Sony cameras are leading the mirror-less camera movement globally. These Sony mirror-less cameras, such as this Alpha A7 III and others, are smaller, lighter, and more durable than their DSLR counterparts giving the user a significant advantage. They also come with exceptional image quality, performance, and lens selections making them a great investment irrespective of whether you’re a hobby photographer or a professional photographer.”
