(ASIA PACIFIC, 15 September 2020) - Today, Sony announced several additions to their impressive imaging lineup — the Alpha 7C full-frame camera (model ILCE-7C), the FE 28-60mm F4-5.6 (model SEL2860) zoom lens and HVL-F28RM flash.
The Alpha 7C is the world’s smallest and lightest² full-frame body with uncompromising performance, featuring advanced AF (autofocus), high-resolution 4K video³ capabilities and more. When paired with the world’s smallest and lightest⁴ FE 28-60mm F4-5.6 standard zoom lens, this versatile combination delivers an experience unlike any other, maximising portability and versatility without sacrificing any of the power of full-frame imaging. The HVL-F28RM flash allows users to broaden their photo expressions with outstanding compactness, and an intelligent light intensity control linked to camera face detection⁵.

“We are committed to creating the best tools possible based on the needs of our customers,” said Ryo Ochi, General Manager, Digital Imaging Division, Sony Electronics Asia Pacific. “The new Alpha 7C camera and FE 28-60mm F4-5.6 zoom lens pack many of our most advanced imaging technologies in a brand new design that is the smallest and lightest full-frame camera and lens system in the world. This opens up a new world of possibilities for creators, giving them the uncompromised power of a full-frame system in the palm of their hand.”

New Alpha 7C: Uncompromised Full-frame Performance in a Compact Design
The new Alpha 7C combines Sony’s full-frame image quality, advanced AF capabilities and versatile video shooting functions in a stunningly light and compact design. The new camera features a 24.2MP (approx. effective) 35mm full-frame back-illuminated Exmor R™ CMOS sensor and BIONZ X™ image processing engine, offering high sensitivity, outstanding resolution, 15-stop⁶ wide dynamic range and high-speed image data processing.  

Measuring only 124.0mm x 71.1mm x 59.7mm and weighing just 509g⁷, the Alpha 7C is a similar size and weight to an APS-C camera⁸, with only 1% more weight than the Alpha 6600. The Alpha 7C achieves the world’s smallest and lightest compact body² through upgraded 5-axis in-body stabilisation and shutter units, and the utilisation of monocoque construction, which is often used in the bodies of cars and aircraft. Even in this compact body, the Alpha 7C features a 5-step⁹ stabilisation effect that allows shooting snaps without a tripod. Moreover, despite the compact body, the high-capacity NP-FZ100 battery provides enough power to shoot for long durations in comfort, allowing you to capture up to an industry-leading¹⁰ 740 images¹¹ when using the LCD monitor, or 680 images¹¹ when using the viewfinder.

Outstanding Full-frame Image Quality
Sony’s new Alpha 7C combines high resolution with low noise for excellent image quality at all sensitivities, offering the user stunning image quality for shooting everyday photography and movies such as nature, portraits, sports, street photography and more. Standard ISO extends up to 51,200 and is expandable to ISO 50-204,800¹² for low-light environment captures with low noise. The Alpha 7C also supports 16-bit processing and 14-bit RAW output¹³ for natural gradations.

Advanced Autofocus
Using AI-driven functions, the Alpha 7C’s Real-time Tracking¹⁴ maintains accurate focus automatically while the shutter button is half-pressed. In addition, “Tracking On + AF-On” now is assignable to a custom key and can now be activated at once while the AF-ON button is pressed. Moreover, the intended subject can be specified just by touching it on the monitor when “Touch Tracking” has been turned ON via the menu and is available for both stills and movies. The Alpha 7C’s AF functions also feature Real-time Eye AF for both humans and animals¹⁵ to achieve fast and accurate focus¹⁶. When using Real-time Tracking while “Face/Eye Priority in AF” is ON with a human subject, the subject’s eye and face is detected and locked on in real-time with extremely high tracking precision.
The Alpha 7C provides wide, fast, reliable AF that locks onto the intended subject instantly without losing focus, thanks to its 693-point focal-plane phase-detection AF system covering approximately 93% of the image area, with an additional 425 contrast-detection points to ensure reliable focus, even in busy environments. 

The Alpha 7C also features continuous shooting at up to 10 fps¹⁷ with AF/AE (autoexposure) by using a newly developed shutter unit and refined image processing system. It is also possible to shoot continuously at up to 8 fps¹⁷ in live view mode, with minimal viewfinder/monitor display lag for easy, stable framing, even with intense subject motion. The Alpha 7C allows up to approximately 223 JPEG (Fine L) images, 115 compressed RAW images, or 45 uncompressed RAW images to be captured in one continuous burst¹⁸ and achieves highly accurate and reliable AF precision in light down to EV-4¹⁹. These features make it easier to capture fast-moving subjects.

Expanded Video Capabilities
Full-frame full-pixel readout without the need for pixel binning makes it possible to capture more than twice²⁰ the amount of data required for 4K video (QFHD: 3840 x 2160)³, which is then oversampled to produce high quality 4K footage with exceptional detail and depth. In addition, the Alpha 7C supports HDR (HLG²¹) and S-Log/S-Gamut profiles, Slow & Quick motion, high-speed full HD recording at 120 fps³ and other advanced video features which offer exceptional video capabilities to capture high quality video footage.
Furthermore, the Alpha 7C features Real-time Eye AF (human) for video shooting. The eye is automatically tracked with high precision and reliability so that the operator can concentrate on the content rather than focus operation. Users can also customise AF Transition Speed in seven settings, and AF Subject Shift Sensitivity in five settings, in their preferences. Touch Tracking functionality is also available for movie shooting. 

The Alpha 7C features a side-opening vari-angle LCD monitor, making it easy to record selfies, overhead shots, low ground-level shots or whatever the user requires. The MOVIE button has been placed on the top of the camera making it easier to operate while recording in selfie mode. Additionally, the Alpha 7C provides high quality video recordings, not just for images, but also for audio. A digital audio interface has been added to the camera’s Multi Interface (MI) Shoe, allowing the ECM-B1M Shotgun Microphone or XLR-K3M XLR Adaptor Kit to be connected to input digital audio signals directly to the MI shoe for cleaner, clearer audio recordings. Like other MI shoe accessories, no cables or batteries are required, providing unrestrained freedom for Alpha system moviemaking. Headphone and microphone jacks are also provided to accurately monitor recorded sound, and metadata attached to movie footage shot vertically on the camera allows the footage after transfer to the smartphone or similar device, to also be replayed and edited in the vertical position.

Designed for Reliable Operation
The Alpha 7C is designed with the user in mind. The touch panel LCD monitor is a large touch-sensitive 3.0 type with approximately 921 thousand dots, providing optimal visibility even in bright outdoor conditions, and supporting touch operations.  The Alpha 7C also features a high-quality view mode for finer, more natural detail in a

New FE 28-60mm F4-5.6: The World’s Smallest and Lightest4 Full-frame Zoom Lens with High Image Quality

The new FE 28-60mm F4-5.6 offers the world’s smallest and lightest⁴ form factor in a standard zoom lens, delivering high optical performance that achieves the high-resolution depiction of full-frame everywhere in the image. Optimal arrangement of the 3 aspherical lens elements effectively suppresses aberrations throughout the zoom range and realises high resolution from corner to corner. A minimum focus distance of 0.99 foot (0.3m) (wide-angle) to 1.48 feet (0.45m) (telephoto) delivers close-up capability, making it perfect for everyday use or vlogging with a gimbal or grip.
At 167g and 66.6 mm dia. x 45 mm, along with its mechanical and optimal optical design that features a retracting structure, the FE 28-60mm F4-5.6 achieves unrivalled compactness and lightness, allowing users to easily carry it all the times. From everyday shooting to scenery, portraits and travel, it’s the ideal lens for any type of on-the-go shooting in a wide variety of environments. When combined with the Alpha 7C, the combination achieves uncompromising full-frame performance with the world's smallest and lightest full-frame camera and lens system¹. Even with its compact size and light weight, the FE 28-60mm F4-5.6 is dust and moisture resistant²² and accepts a variety of 40.5mm filters.

The FE 28-60mm F4-5.6 delivers high-speed, high-accuracy AF allowing for Real-time Tracking and Real-time Eye AF, using a linear motor. In addition to Sony’s advanced AF capabilities, the FE 28-60mm F4-5.6 features an internal focus design which leaves the lens length unchanged with focus motion and close-up shots, enabling users to easily capture a wide variety of content from regular movie shooting to comfortable vlogging.
 

New HVL-F28RM: Compact Flash with Light Intensity Control Linked to Camera Face Detection⁵ 
The HVL-F28RM is a compact flash designed to match Sony’s mirrorless cameras for a compact, manageable system, and offers the type of reliable, stable performance that only a genuine Sony product can provide. When compared to the HVL-F32M, the HVL-F28RM features a 12% reduction in volume and 7% reduction in weight. This compact, easy-to-use flash unit delivers the capabilities and dependability to meet the needs of both professional and advanced amateur content creators. 

The HVL-F28RM offers consistent GN28²³ light output, optimised light distribution and continuous flash performance that won’t interrupt the user’s workflow, as well as stable radio wireless communication and multi flash radio control. The new flash also features Sony’s newly introduced flash control linked to camera face detection⁵ advanced technology. When used with a compatible camera, the balance between the light falling on the subject’s face and ambient light is taken into account t o automatically adjust accurate white balance so that the subject’s face is rendered with natural, lifelike colour. In addition, flash compensation, light ratio, and other detailed flash parameters can be controlled directly from a compatible camera²⁴. A camera custom key can be assigned to call up the flash parameter display so that adjustments can be made while looking through the viewfinder and gripping the camera. Flash parameters are shown in the selected camera display language.
A newly developed “Metal Shoe Foot with Rugged Side Frame”²⁵ that also houses the unit’s electrical contacts offers improved resistance to physical shock and impact from all the directions. The Multi Interface foot is fabricated from metal for higher strength. The HVL-F28RM also features a dust and moisture resistant²² design. When the HVL-F28RM is mounted and locked onto the Alpha 7C, Alpha 7S III, Alpha 7R IV and Alpha 9 II, durability to dust and moisture is improved, even when used in challenging outdoor environments. 

The HVL-F28RM also features simple, intuitive operation with minimal controls including +/- light level buttons, pairing button, test button and lock lever. Plenty of light is available for bounce applications. The flash angle can also be set as required via 0, 20, 40, 60, 80, and 120 degree click stops for easy positioning. The new flash also features a built-in wireless radio trigger for reliable flash triggering when mounted on a compatible camera²⁴ and paired with an off-camera unit. When used as a transmitter, the HVL-F28RM can control up to 15 flash and/or receiver units in 5 groups²⁶ at distances of up to 114 feet (35 meters)²⁷ for extraordinary lighting control and versatility. The HVL-F28RM is powered by two AA (LR6) alkaline or NiMH batteries. A fresh pair of alkaline batteries can provide power for up to 110 continuous flashes (1/1 manual flash with alkaline batteries)²⁷.
 

Availability 
The new Alpha 7C compact full-frame camera will be available in selected countries in Asia Pacific from October 2020.
The FE 28-60mm F4-5.6 zoom lens will be available in selected countries in Asia Pacific from January 2021.
The HVL-F28RM flash will be available in selected countries in Asia Pacific from November 2020.
To find out more about the Alpha 7C and “See What Small Can Do”, visit www.sony-asia.com/microsite/ILCE-7C/. Exclusive stories and exciting new content shot with the new camera and Sony's other imaging products can also be found at www.sony-asia.com/alphauniverse/inspire, a site created to educate and inspire all fans and customers of Sony α - Alpha.
New content will also be posted directly at the Sony Photo Gallery.

For full product details, please visit: 
•  Alpha 7C: www.sony-asia.com/electronics/interchangeable-lens-cameras/ilce-7c 
•  FE 28-60mm F4-5.6: www.sony-asia.com/electronics/camera-lenses/sel2860 
•  HVL-F28RM: www.sony-asia.com/electronics/interchangeable-lens-cameras-flashes-lights/hvl-f28rm 

A product video on the new Alpha 7C can be viewed here.    

About Sony Electronics Asia Pacific Pte. Ltd. 
Based in Singapore, Sony Electronics Asia Pacific Pte. Ltd. is a subsidiary of Sony Corporation. It serves as the regional management and marketing headquarters for Sony’s consumer as well as broadcasting and professional products, overseeing Asia, Middle East and Africa regions. For more information on Sony’s products and services in Asia Pacific, please visit www.sony-asia.com

About Sony Corporation 
Sony Corporation is a creative entertainment company with a solid foundation of technology. From game and network services to music, pictures, electronics, semiconductors and financial services - Sony's purpose is to fill the world with emotion through the power of creativity and technology. For more information, visit: http://www.sony.net/

For media enquiries, please contact:
Kavya Rai 
BlueCurrent for Sony Electronics
Asia Pacific and Singapore
Tel: +65 6671 4707 
Email: SNG.Sony@bluecurrentgroup.com 

Melanie Shum
Sony Electronics Asia Pacific
Tel: +65 6544 7428     
Email: Melanie.Shum@sony.com