Hi-Tech

Sony A7 III, a full-power full-frame for only $2000

March 01, 2018 16:28·
Sony's new A7 III is a

Sony's new A7 III is a "basic" mirrorless camera that's anything but

As we've seen with the Alpha A7R III, the Alpha A7 III features a new HLG (Hybrid Log-Gamma) profile that supports an Instant HDR workflow, allowing HDR (HLG) compatible TVs to play back 4K HDR footage. Many photographers - particularly wedding photographers - may find the A7 III to be an ideal option for shooting gear thanks to its ISO range. The camera also adopts Sony's latest NP-FZ100 battery, with an impressive life of 710 shots using the LCD, or 610 with the viewfinder. Mirrorless cameras can also have some advantages over DSLRs like faster image capturing and better video capabilities. Complementing that ultra-long battery life are dual SD card slots, plus there's USB-C with this model and the addition of a joystick for focus point adjustment. It also features 693 auto-focus points that are said to cover 93% of the frame, this makes the camera twice as fast as its predecessor.

The new Sony A7 III comes with 24.2 Megapixel with full-frame. A new image processor allows the A7 III to shoot up to 10 still frames per second in RAW or JPEG format. Sony highlights that the camera uses full pixel readout without pixel binning to collect roughly 2.4x the amount of data required for 4K movies.

Last year, the Japanese electronics major focused on pricey cameras such as the A9, but the A7 III comes as a ideal machine for almost half the price. Autofocus response and tracking has also been improved with nearly 2x the focusing speed in low-light conditions and 2x the tracking speed compared to the previous model. It is also capable of shooting 1080p at 120fps and up to 100 Mbps.

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This is the third-generation of Sony's Alpha 7 mirrorless camera, offering photography enthusiasts and professionals a high-end camera with a relatively compact size and mid-range price. Indeed, it appears to be the same processing engine used in the new a7R III.

The entire body of the camera is weather resistant so it is an ideal camera to take away while travelling through various places. There's now a dedicated AF-On button on the rear of the camera, and touchscreen functionality on the tilt-angle display.

Sony will be delivering the camera to retailers from April onwards with a cost of US$ 2,000 (RM 7,821) for the body or US$ 2200 (RM 8,603) in a kit with the FE 28-70 mm F3.5-5.6 kit lens.

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