Tag Archives: Sony cameras

‘Faraq Padta Hai’

The photography and imaging industry is constantly changing. Over the last decade it has faced increased competition from other imaging devices, especially smartphoneswith many writing off cameras to become redundant in the near future. However the industry has shown resilience and continues to grow despite its challenges. But what is the future like? Bhavya Desai spoke to Mukesh Srivastava, Head of Imaging Business (Professional & Consumer Cameras), Sony Electronics on what’s in the long haul. Excerpts:

In the long haul, what is your assessment of the industry?

The imaging industry has always thrived on transformation—from DSLRs to mirrorless technology and now Artificial Intelligence. Each shift opens new possibilities in storytelling. As audiences evolve, so do creators—from established professionals in weddings, wildlife, film, and fashion to emerging content creators from Tier 2 and 3 cities driven by online learning and influencer culture.

The future lies in hybrid solutions that deliver both exceptional stills and cinematic video. Innovation now focuses on versatility—empowering every creator to tell stories without compromise.

Where do you think the next big growth in the industry is coming from?

The creator economy is reshaping how content is consumed. This was evident at this year’s WAVES Summit, where Prime Minister Narendra Modi highlighted its potential. Conversations extended to drones, micro-dramas, short-form storytelling, and even bodycams—signalling how imaging is broadening across industries like agriculture, logistics, and surveillance.

The future will be defined by how effectively technology empowers creators—simplifying workflows, enhancing connections, and expanding influence across audiences and cultures.

What are the current challenges for Sony today and how are you navigating them?

Our biggest challenge is clearly communicating the value of our extensive camera lineup. The needs of professionals, vloggers, and hybrid creators vary widely. To address this, we’re investing in hands-on workshops, short-form videos, and Alpha Classroom—helping users understand which product fits their creative journey. Whether online or in-store, our goal is to make each camera’s value clear and accessible.

How do you see the current imaging market in India evolving—are enthusiasts driving growth, or is it professionals?

India’s market has long been anchored by professionals, but a growing segment of enthusiasts and semi-professionals is now upgrading from smartphones. This mid-tier segment is fuelling growth, making India one of the most dynamic imaging markets globally. Today’s enthusiasts are tomorrow’s professionals, and they are elevating creative standards.

Smartphones are getting more advanced—how does Sony position its cameras in this competitive landscape?

Smartphones have made photography accessible—and that’s a good thing. They’ve rekindled interest in image-making. But as creators seek more control, Sony steps in. Our ‘Faraq Padta Hai’ campaign encourages amateurs to rediscover the joy of photography and capture better images with Sony cameras.

We position our products as tools for creative control – offering superior dynamic range, interchangeable lenses, and cinematic quality, while ensuring intuitive connectivity for an easy transition from smartphone to camera.

Do you see younger creators (YouTubers, content creators, vloggers) influencing Sony’s India strategy?

Absolutely. Young YouTubers, vloggers, and influencers are driving trends in short-form video, live streaming, and hybrid content. Their need for lightweight, connected, and affordable gear directly shapes our product design and marketing.

Their feedback informs everything—from autofocus and touch interfaces to app integration—ensuring every touchpoint reflects their aspirations and supports their creative journey.

Sony Announces BURANO Firmware Update Version 2.0: Exciting New Features for Filmmakers

Sony is unveiling the upcoming BURANO Version 2.0 firmware update, scheduled for release in March 2025. Based on feedback from the filmmaking community, the update introduces significant new features, improved usability, and enhanced performance.

Key highlights include expanded recording formats, such as a new 3.8K Full Frame crop mode capable of 120 fps and a 1.9K mode supporting up to 240 fps, enabling filmmakers to prioritize speed and flexibility. Anamorphic shooters can utilize the new Super 35 4.3K mode at 60 fps. Additional updates include 24.00 fps support in X-OCN 16:9 modes, a 1.8x de-squeeze setting, and expanded high-frame-rate options up to 110 fps.

Monitoring and operational improvements include standardized SDI video output across formats, breathing compensation, image stabilization metadata, and on-screen display enhancements. A redesigned interface places status information outside the image and adds View Finder Gamma Display Assist for S-Log3 monitoring. The update also supports PL Mount lens control for Focus, Iris, and Zoom using the optional GP-VR100 handgrip.

BURANO Version 2.0 enhances image output with improved S-Log3 and 3D LUT presets, better Auto Focus performance at key frame rates, and advanced exposure tools derived from Sony’s flagship VENICE system. White balance memory has been expanded from three to eight presets, and Active/High Image Stabilization is now available in Full Frame 6K and Super 35 modes.

The update further adds live event functionality, including variable ND control via RCPs, enhanced Camera Remote SDK compatibility, and tally control over LAN. Users will also benefit from ease-of-use features like media formatting from the status screen and settings for CAM ID and Reel Number.

Available in March 2025, BURANO Version 2.0 will be free to download for Indian users directly to their cameras via Mac or PC.