Empowering Creators with Latest Technology

Sony recently unveiled their latest full frame camera in the Alpha series. Mukesh Srivastava, Head of Digital Imaging Business, Sony India shares the specifics of the camera and the brand’s vision with Smart Photography.

- Sujith Gopinath

What were the highlights of Sony’s digital imaging offerings in 2022? Please share a broad product roadmap for 2023.

Sony is in the pursuit of meeting the creative demands of professionals so that we can bring their vision into reality, which makes each product unique, based on its usage in the hands of professionals. 2022 was the year of post-pandemic when market eventually opened-up and demand surged. Due to ease of restriction, travel has normalised and the number of weddings is at an all-time high. This was also the time when we saw an emergence of newer trends of content creation for social media platforms such as YouTube, Instagram and even short films, OTT and mainstream cinema. Hence, we have observed a significant surge in the need for cameras.

We launched three cameras focussing mainly on the enhancement of cinema line such as Venice 2, FR7 and FX30. While Venice 2 is used for mainstream cinema, FR7 is world’s first FullFrame PTZ interchangeable lens camera to satisfy the creative conscience of creators. Our latest addition, FX30 is made for young content creators and filmmakers who want to start their journey with Sony Cinema Line.

We at Sony are dedicated to meeting the ever-dynamic market demands of photographers and videographers with cameras that are embedded with artificial intelligence and powerful hardware. Our latest model Alpha7R V combines Sony’s highest resolution image sensor with a new AI (artificial intelligence) processing unit dedicated to AI-based image recognition – a first in any Alpha camera – as well as the powerful BIONZ XR image processing engine – a first in the “R” full-frame line-up.