Ashrafs, the official distributor of Sony in Bahrain, and Sony Middle East and Africa (MEA), unveiled an impressive addition to Sony’s full-frame mirrorless camera line-up, the entry level α7III (ILCE-A7M3), for the first time in Bahrain.

The launch event was attended by media and professional photographers who had the opportunity to experience the latest cameras and lenses from Sony. The features of the Sony mirrorless camera were demonstrated by the Sony Alpha ambassador, Ali Al Riffai, who is well known name in the Bahraini photography community.

The α7III has incorporated many of the features and improvements from the famed Sony α9 and α7RIII cameras. It features a brand new 24.2MP back-illuminated Exmor R CMOS image sensor, which is paired with a front-end LSI that effectively doubles the readout speed of the image sensor. It also has an updated BIONZ X™ processing-engine that boosts processing speed by approximately 1.8 times compared to the α7 II, allowing for faster shooting speeds while maintaining exceptional ISO range.

The camera also features a massive 15-stop dynamic range at low sensitivity settings, ensuring outstanding overall performance across all settings and in all shooting conditions, with significant advancements in accurate colour reproductions of skin tones and the vibrant colours of nature. The α7III also includes the addition of 4D FOCUS™ capabilities with 425 contrast AF points that work with a 693-point focal-plane phase-detection AF system, which cover approximately 93 per cent of the frame for reliable focusing and tracking of subjects.

This new full-frame model can output 14 bit RAW format even in silent and continuous shooting modes, and is equipped with a 5-axis optical image stabilization system that results in a 5.0 step shutter speed advantage. It offers 4K video recording which uses full pixel readout without pixel binning to collect about 2.4x the amount of data required for 4K movies, resulting in clearer images, better colours and enhanced detail.

Murat Gabeceli, Head of Digital Imaging, Sony Middle East & Africa, said: “There is a growing demand for Sony’s award-winning cameras in more markets in the region – and we are now seeing tremendous interest from the Bahrain market. We are therefore pleased to announce the launch of the α7III for photography enthusiasts, photography hobbyists and professionals so that they can enjoy the full spectrum of Sony’s full-frame mirrorless cameras at a store close to them.”

Mr. Muthukumaran, General Manager – Electronics, Ashrafs, said: “We are very excited to bring the latest digital imaging technology from Sony to the Bahraini market. The α7III is yet another great edition to the line-up of Sony’s cameras as it has delighted many photography fans who had a chance to try it out for themselves at the launch event.”

In addition, the event served as a platform to showcase Sony’s latest full frame mirrorless cameras in the market, including the α9 that offers a high level of imaging performance, including high-speed, blackout-free continuous shooting at up to 20fps; the α7RIII that delivers the ultimate combination of resolution and speed, combining a high-resolution 42.4 MP back-illuminated Exmor CMOS image sensor with impressive shooting speeds of up to 10 fps; and the α6500, with its unrivalled 4D Focus system that can lock focus on a subject in as little as 0.05 seconds.

Sony’s fixed lens cameras from the RX series were also displayed at the event such as the RX10 IV that is built around a dust and moisture-resistant DSLR-like body with a fixed Zeiss lens; and the RX100 V with a 20.1-megapixel 1-inch sensor and an autofocus system that is equipped with a Fast Hybrid AF system shooting 24 frames per second. The FDR-AX700 4K Handycam® video camera that combines fast and reliable AF function adapted for shooting with a 1.0-type stacked Exmor RS CMOS image sensor is also featured in Sony’s photography product portfolio.

The α7RIII is available now at all Ashrafs stores in Bahrain for a price of BHD 829 (body only) and BHD 899 for the kit with SEL2870 lens.