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Sony honoured with four prestigious 2020 TIPA World Awards

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Sony Middle East & Africa announced that the Technical Image Press Association (TIPA) has 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.

The following Sony products won awards:

  • 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

The TIPA World Awards serve as an important benchmark and guide for consumers in making their purchasing decisions. Commenting on the wins, Murat Gebeceli, Head of Digital Imaging, Sony Middle East & Africa, said: “We are delighted to win these prestigious accolades from TIPA, cementing Sony’s position in digital imaging solutions in the region. This recognition and the strong demand from professional photographers and photo enthusiasts for these cameras is our ultimate seal of approval and inspires us to continue to grow. Our four TIPA World Awards are a testament to Sony’s innovative technology in digital imaging.”

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 camera that 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.

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