How to watch today's big Sony vlogging camera launch
The rescheduled launch of Sony's new vlogging camera, whose unveiling was postponed at the last minute a few weeks ago, is taking place today – so here's how to tune in and what to expect.
The event was originally due to take place on July 7, but will now take place today at 10am EDT / 3pm BST. For those in Australia, that works out as 12am AEST on July 28.
The launch's teaser says it will be for a "new camera", but doesn't give too else much away beyond a "capture more of your world" tagline sitting above an image of a microphone windshield.
- These are the best YouTube cameras you can buy right now
- Or check out our guide to the world's best vlogging cameras
- Read our in-depth Sony ZV-1 review
Still, these hints give us a rough idea of what to expect. The image and its background are almost identical to one that Sony used for the launch of the Sony ZV-1 back in May 2020 (see further down), which suggests the new announcement could well be a video-focused model.
Could we see a successor to the Sony ZV-1? We'll have to wait until a few more hours to find out for sure. But given that compact vlogging camera is still relatively new, it's possible that'll we'll see an alternative model with similar leanings.
Either way, we hope there are no more last-minute hitches this time. Sony told us that the original event was postponed "due to the availability status for certain parts". It certainly wouldn't be the first tech product to have run into supply chain or chip shortage issues, but these seem to have been resolved fairly quickly.
That said, it's possible that initial stock of Sony's new announcement will be fairly limited – so if you're in the market for a new video-focused camera for vlogging or your YouTube channel, it could worth tuning into the event today in case pre-orders are available. Here's how to watch.
How to watch today's Sony camera launch
Sony's "new camera" launch is being hosted on the Sony Camera channel on YouTube. It kicks off at 10am EDT / 3pm BST, which works out as 12am AEST for those in Australia.
We've embedded the livestream above, so you can watch it here when it kicks off. Alternatively, just head to this holding page on Sony's YouTube channel to catch it there.
If you want to get a nudge just before the event kicks off, YouTube does let you set reminders for when live streams are starting. Just click the 'set reminder' button on the event's page and you'll get an email when it's about to start.
What can we expect from today's Sony camera launch?
If Sony's new announcement is indeed another video-focused camera, as the teaser suggests, it wouldn't be huge surprise given the camera giant's launches over the last 18 months.
The big 'video first' strategy appeared to kick off in May 2020 with the Sony ZV-1, a compact vlogging camera whose launch had a very similar style to incoming new model (as you can see below).
That was quickly followed by the arrival of the popular Sony A7S III in July 2020 (a full-frame model that's our top pick for the title of best 4K camera), then the more compact Sony A7C full-framer in September 2020.
Since then, we've also seen the Sony FX3, a camera that straddles the line between its Alpha and Cinema ranges.
Sony hasn't exactly abandoned stills photography – this year we've also seen it launch several excellent 'G Master' lenses, including the Sony FE 50mm f/1.2 GM and Sony FE 35mm f/1.4 GM. But it's the stills-focused camera bodies that have been lacking, with many hobbyist photographers eagerly awaiting news of the long-rumored Sony A7 IV.
It's not impossible that we'll hear news about the latter at today's event, but given the launch teaser's striking similarity to that of the Sony ZV-1's reveal, it looks like photographers might have to wait a little longer for a successor to the Sony A7 III.
Of course, if you can't tune into the event today, we'll bring you our thoughts on all the official news as soon as it lands.
- These are the best Sony cameras you can buy right now
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