EMG / Gravity Media has utilised and will continue to leverage their Fujinon lenses across numerous high-profile projects, events and productions.
EMG / Gravity Media, a global provider of production, content, media services and facilities, has made an investment in Fujinon lenses, acquiring its largest single order to date. The purchase includes state-of-the-art models such as the UA125, UA107, UA23x7.6 and UA14x4.5, marking a major upgrade in the company’s lens equipment.
Speaking about the orders, Pete Newton, Director of Media Services & Facilities at EMG / Gravity Media, said: “Our decision to purchase and use these Fujinon lenses was driven by a combination of strategic planning, technological advancement and our long-standing relationship with Fujifilm Australia. As part of a comprehensive refresh of our lens stock, we aimed to upgrade our equipment to ensure we were utilising the latest innovations in broadcast technology. Fujinon lenses have consistently met our high standards for quality, performance and reliability making them a natural choice for this upgrade.”
EMG / Gravity Media undertook a significant and comprehensive evaluation process to assess which lenses would best meet their requirements for this sizeable upgrade.
Newton added: “Our primary requirements were exceptional image quality and versatile zoom capabilities which were required to provide flexibility for various shooting scenarios. We also wanted lenses with a robust and dependable construction to ensure they can withstand rigorous use in different environments. We also needed superior optical performance which is essential for high-resolution, sharp images with accurate colour reproduction and minimal distortion. Finally, we also required a comprehensive support package that included maintenance and ongoing expert advice. All of this was and is supplied by the Fujifilm team.”
The new Fujinon lenses also needed to be compatible and work seamlessly with EMG / Gravity Media’s existing Sony HDC-3500, HDC-4300 and HDC-5500 camera systems, whilst being durable and weather-resistant for varied shooting locations.
Newton continued: “Meeting these requirements ensures that the lenses enhance our production capabilities, maintain the highest standards of quality and deliver exceptional performance across all key areas. Their superior optical quality ensures high-resolution, sharp images with accurate colour reproduction and minimal distortion and the versatile zoom ranges, such as those offered by the UA125, enable us to capture a wide array of scenes. They are also built to withstand rigorous use in many different environments which means they offer reliable performance and minimal downtime. As a result, the new Fujinon lenses have garnered overwhelmingly positive feedback from our internal team and clients alike.”
EMG / Gravity Media has already deployed the Fujinon lenses on several high-profile productions, including the 2024 UEFA EUROs Football Championship, where they delivered better image quality. The lenses are also being used for ongoing coverage of top European football leagues, including those in Italy and England.
Each lens serves a unique purpose: the UA107 is suitable for long-distance shots in sports broadcasts, the UA125 excels at capturing distant subjects with precision in large-scale events, the UA23x7.6 is suitable for indoor settings with limited space, and the UA14x4.5 provides immersive wide-angle perspectives for landscapes and interior shots.
Shaun Mah, General Manager of Fujifilm Australia’s Electronic Imaging and Optical Devices Division, stated: “EMG / Gravity Media is a true powerhouse in broadcast technology and production. It is also one of the most forward-looking companies in the industry, particularly where technology is concerned and we are delighted to once again be their technology partner and supplier of choice for high-quality broadcast lenses in their hugely important upgrade.”
