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Sony celebrates success at 2020 TIPA Awards including the highly anticipated “Best Photo Innovation” award

Press release   •   Apr 14, 2020 09:00 BST

  • BEST PHOTO INNOVATION: Real-Time Tracking Technology
  • BEST FULL FRAME PROFESSIONAL CAMERA: α7R IV
  • BEST APS-C CAMERA EXPERT: α6600
  • BEST EXPERT COMPACT CAMERA: RX100 VII

Sony is proud to announce that the highly renowned Technical Image Press Association has once again recognised Sony’s innovation and performance in the digital imaging industry, with a total of four TIPA awards. These include the much anticipated “Best Photo Innovation” for Real Time Tracking Technology, which features in many models across the digital imaging range.

BEST PHOTO INNOVATION: Real-Time Tracking Technology

Sony’s Real-Time Tracking takes Auto Focus technology to new level. Once the photographer indicates the subject, with a half pressure on the shutter release, the system tracks it regardless of where it moves within the frame. Thanks to the Real-time Eye AF (for humans and animals), the camera will automatically pick up the eye of your subject when it’s visible in the frame. The system uses AI and “learned” subject information, including colour, brightness, distance and even facial and eye patterns to maintain focus, allowing seamless and true AF lock-on without the need to change AF modes. It’s a remarkable system that changes the game when it comes to the speed and accuracy of AF technology.

BEST FULL FRAME PROFESSIONAL CAMERA: α7R IV

The Sony α7R IV has a 61.2MP[i] CMOS full frame sensor that rivals medium format camera output in a more compact form factor, plus the camera’s 4 or 16 shot high-resolution pixel-shift modes can yield an amazing 240MP file size. Pleasingly, the super-high res functionality does not come at the expense of still or video image capabilities; which include 10 fps[ii] burst rates and 4K video at full sensor width. Plus, the A7R IV also incorporates Sony’s Real-Time AF Tracking system[iii] and dual slots for high-speed UHS-II cards.

BEST APS-C CAMERA EXPERT: α6600

The Sony α6600 is ideal for photographers who desire a compact “walk-around” with exciting versatility and creative features for both still and video work. It’s also a great solution for content creators with 4K recording[iv] and IBIS system stabilisation. The camera can shoot at up to 11 frames per second and comes with a large “Z-type” battery, that gives the best battery life in this class[v], and also includes new and impressive technology from Sony such as: Real-Time Tracking AF[vi], which seamlessly transitions from subject tracking to face detection and even eye detection.

BEST EXPERT COMPACT CAMERA: RX100 VII

The RX100 VII has definite appeal to those seeking a pocket sized integral-lens camerathat incorporates a full range of imaging options rivalling professional cameras. It supports optical image stabilisation and an amazing 20fps[vii] continuous shooting burst rate. The numerous scene and drive modes offered, plus 4K video with motion video[viii] up to 1000 fps, also makes it an excellent video companion as well. The Exmor R™ CMOS sensor and DRAM memory create a super-speed data highway.

– ENDS –

For more information, please contact sonydi@hopeandglorypr.com.

[i] Approximate, effective

[ii] Up to 10 fps in continuous “Hi+” mode, and up to 8 fps in continuous “Hi” mode. Maximum fps will depend on camera settings

[iii]« Tracking » in the menu. This function does not track animal eyes in movie recording.

[iv]3840×2160 pixels. A Class 10 or higher SDHC/SDXC memory card is required to record movies in the XAVC S format. UHS-I (U3) SDHC/SDXC card is required for 100Mbps

[v]Among mirrorless interchangeable-lens digital cameras equipped with an APS-C image sensor. As of August 2019, base on Sony research

[vi]This function does not track animal eyes in movie recording

[vii]When using the electronic shutter with “Coutinuous shooting mode: Hi”. Effective when the shutter speed is 1/60 or above

[viii] Audio recording is not available. A class 10 or higher SDHC/SDXC memory card is required

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