Sony introduces new Alpha NEX-7

Press release

Published March 11th, 2012 - 09:19 GMT

Al Bawaba

Sony, the leading consumer electronics brand announced the launch of the easy-to-use NEX-7 camera that delivers professional quality imaging with in-built artistic picture options.

Styled in magnesium alloy for strength and premium looks, the NEX-7 is travel-friendly and weighs 291g (camera body only). The device features the newly-developed Exmor HD APS CMOS sensor, which is widely adopted by D-SLR cameras. The sensor realizes D-SLR-like professional picture quality with 24.3 megapixel resolution. It is also teamed with the latest revision of Sony’s BIONZ image processing engine.

This unique combination of sensor and processor assures ultra-rapid shooting responses and flawless image quality with super-low noise when shooting still images or Full HD videos. Extending from ISO 100-16000, the high sensitivity range makes it easy to capture clean, low-noise images in dimly lit interiors or at dusk.

Responses are accelerated further by a shutter release lag of just 0.02 seconds – the fastest of any interchangeable lens digital camera in the world. Quick, precise auto focus (AF) is enhanced by new ‘Object Tracking’ feature that locks focus on a selected target even when it is moving in the frame.

The NEX-7 offers quick, easy control over creative settings via an intuitive new TRINAVI control. Two control dials on the top of the camera are complemented by a control wheel. Pushing the navigation button cycles quickly through various shooting modes allows enthusiasts to make custom adjustments and control images with the flexibility of a DSLR camera.

The NEX-7 is also the world’s first compact camera that is equipped with an XGA OLED TruFinder for precision framing and focusing. This electronic viewfinder gives a bright, detail-packed, high contrast view of still images and video, with approximately 100 per cent frame coverage and a wide field of view to rival pro-grade optical viewfinders.

The XGA OLED Tru-Finder is complemented by a 7.5 cm (3.0") Xtra Fine LCD that can be angled up to 90-degree up or 45-degree down for easy viewing in any shooting position. TruBlack technology assures superb detail and contrast with dramatically reduced on-screen reflections.

At the touch of a button, the NEX-7 shoots smooth AVCHD Full HD movies with high-quality stereo sound. Support for the new AVCHD Progressive (Ver. 2.0) format also allows users to select 50p or 25p frame rates for beautifully smooth, detailed video footage.

Manual focus is now possible during video shooting. Enthusiasts can also enjoy full control over creating a video image with Programme, Aperture/Shutter Priority and all-Manual modes (PASM). Stereo audio quality is improved, with revised circuitry that lowers noise levels, especially when shooting quiet scenes.

First introduced on the NEX-C3, Picture Effect simplifies the production of sophisticated artistic effects ‘in camera’, without the need for PC or post-processing. With 11 modes and 15 effects, including new HDR Painting, Soft Focus, Miniature and Rich-Tone Mono, the generous palette of other artistic imaging functions includes 3D Sweep Panorama, Soft Skin, Auto HDR, Handheld Twilight and Anti Motion Blur Modes.

The new Alpha NEX-7 interchangeable lens digital camera is now available at select Jumbo Electronics showrooms in the UAE at AED 4,999.

Background Information

Sony

In 1946, Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications Engineering Corporation, the predecessor of Sony)
started as a small company with capital of just 190,000 yen and approximately 20 employees.
Founder Masaru Ibuka said the purpose of setting up the company was to "establish an ideal factory
that stresses a spirit of freedom and open mindedness that will, through technology, contribute to Japanese culture."
Symbolizing Sony's spirit of challenge to "do what has never been done before,"
the company has continued to release countless "Japan's first" and "world's first" products.