Premium Brand Distributors to bring Sony’s cutting-edge range of cameras to South Africa

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In order to meet the growing demand for more sophisticated camera technology, Premium Brand Distributors, a market leader in the distribution of photography and electronic brands in South Africa, is partnering with Sony Middle East and Africa to bring its latest digital imaging products to professional photographers and photo enthusiasts in the country.

Under the new partnership, Premium Brand Distributors will be responsible for the distribution of Sony’s wide range of digital imaging products such as the industry-leading Alpha mirrorless cameras, fixed lens cameras, 4K Handycam video cameras and a wide assortment of lenses and associated accessories.

Commenting on the partnership, Taro Kimura, Managing Director, Sony Middle East & Africa said, “Sony’s industry-leading innovations in digital imaging technologies like processors, sensors and software algorithms and their rapid deployment in our cameras has made Sony the go-to brand for photography and videography professionals and enthusiasts. Premium Brand Distributors is among the leading distribution companies in South Africa and an ideal partner to help us introduce our digital imaging product portfolio to professional photographers and photo enthusiasts in the country.”

Stefan van der Walt, Group Executive Chairman, Premium Holding Pty Limited said “This partnership with Sony is a testament to our commitment to offer our channel partners the most innovative products in the market. It will also allow us greater penetration in the photography market in South Africa. Our resellers and retailers will be able to count on the new range of Sony’s cutting-edge digital imaging products specially designed for photographers and photo enthusiasts in the country.”

All digital imaging products will have Sony’s certain warranty support while Premium Brand Distributors will provide aftersales services via its two service centres in South Africa.

One of the key products that will be available at Premium Brand Distributors is the full frame mirrorless camera ILCE-9 (A9) that offers a high level of imaging performance, including high-speed, blackout-free continuous shooting at up to 20fps, and the ILCE-7RM3 (A7R III) that delivers the ultimate combination of resolution and speed, combining a high-resolution 42.4 MP back-illuminated Exmor R CMOS image sensor with impressive shooting speeds of up to 10 fps.

New additions to the flagship RX cameras will also be available in South Africa including the ultra-compact, robust and waterproof DSC-RX0 (RX0); the latest model from the RX10 line DSC-RX10M4 (RX10 IV) built around a dust and moisture-resistant DSLR-like body with a fixed Zeiss lens that gives an effective focal length of 24-600mm (f/2.4-4); and DSC-RX100M5 (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.

Other full frame mirrorless cameras that Premium Brand Distributors will offer are ILCE-7RM2 (A7R II) with a 42MP, 5-axis image stabilization featuring a 35mm BSI CMOS sensor and a hybrid autofocus system; ILCE-7SM2 (A7S II),which is best known for its video shooting capability with sensitivity to ISO 409600 and wide dynamic range refine stills/movies as well as delivering full pixel readout with no binning in full-frame 4K video format; and ILCE-7M2 (A7 II) that uses the 24-megapixel sensor, 5-axis sensor-based image stabilisation and improved AF performance.

Sony’s premium E-mount APS-C mirrorless cameras will also be distributed by Premium Brand Distributors featuring the ILCE-6500 (A6500), with its unrivalled 4D Focus system that can lock focus on a subject in as little as 0.05 seconds; ILCE-6300 (A6300), which features a 24 megapixel Exmor RS sensor with 425 phase detection autofocus point and an ISO range up to 51,200; and the ILCE-6000,which has a fast autofocus and a lag of 0.06 seconds and 11 fps continuous shooting with tracking AF.

Lenses available will include the top of the range Sony G-Master SEL100400GM, SEL100F28GM, SEL1635GM, SEL2470GM, SEL70200GM and SEL85F14GM and Sony G lens SEL1224G, SELP28135G and SELP18105G.

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