The Sony A7 III has made quite an impression since it was announced earlier this year. In our own Sony A7 III review we’ve found it to be a solid performer across a range of different conditions in which we tested it.

Recently we caught up with Arnaud Gutleben, Head of Imaging Marketing at Sony UK & Ireland, to find out what Sony believes are its full-frame all-rounder’s best features for video and stills.

There’s been a lot of interest in this camera. To what does Sony attribute the α7 III’s mass appeal?

The α7 III is an all-rounder – with silent shooting up to 10fps, 4K HDR video capabilities and 93% AF coverage. This combined with a newly developed 24.2MP full-frame back-illuminated Exmor R™ CMOS sensor means not only can the α7 III shoot incredible stills, but it also captures exceptional video.

Sony has created a tool that gives all types of creators the ability to capture content in new and different ways, and the α7 III also inherits features from the α9 and the Sony α7R III.

When can UK customers expect to see the Sony α7 III in stores?

The α7 III is available to buy in stores and online now.

What are the α7 III’s top three features for stills photographers?

EXMOR R™ CMOS sensor

The α7 III features a brand new 24.2MP full-frame back-illuminated Exmor R™ CMOS image sensor with increased sensitivity and high resolution. The 35mm full-frame sensor’s back-illuminated structure enhances light collection efficiency and uses copper wire, which allows for quicker data transfer with less noise, to reveal the finer details in every picture.

The EXMOR R™ CMOS sensor means the α7 III can offer a 15-stop dynamic range at low sensitivity settings, ensuring smooth and accurate colour reproductions of skin tones, as well as the vibrant colours of nature, for content captured as the creator intended.

Autofocus

The α7 III inherits the same AF system as the α9. With a 693 phase-detection system that works with 425 contrast AF points, the AF system covers 93% of the frame, meaning complex and unpredictable movement can be captured with greater precision and accuracy.

Additionally, Eye AF features on the α7 III, even in AF-C mode, which should really appeal to portrait photographers.

Frames per second

The new EXMOR R™ CMOS sensor paired with the BIONZ X™ processor allows the α7 III to shoot full resolution images at up to 10fps with either a mechanical shutter or completely silent shooting.

What’s more, the AF capabilities of the α7 III paired with 10fps continuous shooting means even in fast action scenes, detail is not lost.

And what three features should appeal to videographers?

4K HDR recording

Many cameras on the market now offer 4K recording; however, the Sony α7 III offers full-frame 4K HDR recording with full pixel read out, without pixel binning.

With full pixel read out, 2.4x the amount of data required for a 4K movie is captured, which the α7 III then oversamples, producing exceptional detail and depth.

HLG

HLG (Hybrid Log-Gamma) picture profile is available on the α7 III as well. This supports an Instant HDR workflow, allowing HDR (HLG) compatible TV’s to playback beautiful, true-to-life 4K HDR imagery without the need for colour grading.

S-Log

With S-Log2 and S-Log3, colour grading work is made easier, allowing the creator to reproduce exceptional tones in both highlights and lowlights.

Which Sony a7 III ambassadors should we be watching?

At The Photography Show this year, several ambassadors took to the Sony stage to talk about their work and upcoming projects – including videographer Philip Bloom who talked about his experience shooting with the new α7 III.

The ambassador programme is about storytelling through amazing still and moving imagery and we’re excited to see our ambassadors push the boundaries of creativity with our innovative α series so watch this space.

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Recently we caught up with Arnaud Gutleben, Head of Imaging Marketing at Sony UK & Ireland, to find out what Sony believes are its full-frame all-rounder’s best features for video and stills.
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