Sony is holding hands-on demonstrations and presentations of its key products at its offices in Dubai Production City from March 4 to 9, 2017.
Sony is holding hands-on demonstrations and presentations of its key products at its offices in Dubai Production City from March 4 to 9, 2017. The targeted event features closed-door discussions with a select group of customers and highlights some of the new technologies from Sonys product line-up.
The key focus areas at the event include 4K live, HDR, IP, and Sonys new slo-motion camera the HDC-4800 4K/HD.
Commenting on the event, Aydin Tolan, Head of Broadcast and Media, Middle East at Sony PSMEA, said: The idea of hosting these demonstrations is to share with our customers how Sony is positioned in terms of offering the latest technology in broadcast and production. We are showcasing High Dynamic Range (HDR) technology for live production: SR live for HDR and IP Live Production System: Ready Today, Open for Tomorrow.
He further added that in the region, purchase decision of broadcasters and production houses centre mainly on HD. Recently, however, there has been a heightened interest in 4K, where our customers are demanding 4K products, he said.
The uncertainty around IP and 4K is now giving way to a belief that 4K and IP are more accessible and doable, they are a reality and not merely talking points. More broadcasters are looking at investing in these products than ever before, which I think is a step in the right direction.
Sony also invited R&D and marketing specialists from its headquarters in Japan to interact with customers in the Middle East and the GCC.
Peter Kyriakos, Head of Marketing at Sony PSMEA, said that the feedback from the customers has been very positive.
Companies such as LIVE HD, Abu Dhabi Media and Dubai Media Inc., who have live sports as a major component of their programming, have been invited for a hands-on experience of our product line.
We are using this platform to introduce Sonys new HDC-4800 4K/HD Ultra High Frame Rate Camera System to regional customers. The camera provides the most sophisticated slo-mo capabilities with full-resolution 4K UHD images at up to 400P (8x) or full HD at 800P (16x).
Teamed with the BPU-4800 baseband processor, it allows 4K HFR data and simultaneous high-quality XAVC recording with up to four hours record time and no need for a separate record/playback server.
Kyriakos added: Many system cameras provide you eight times frame rates but this is the only camera in the market that also allows four hours of recording. Its ideal for ultra slo-motion for live events without having to work in post.
The camera will be showcased at CABSAT at Sonys partner stands.