Most professionals think of cameras and hardware when they hear the word “Sony”, but at NAB 2017, the company showcased how and why they’re looking to change that definition. Their focus on supporting their customers at every stage of a project was evident in practically every announcement, and their stated goal of helping users simplify their workflow was notable in what they had to say and show.
The new President of Sony Professional Solutions America, Katsunori Yamanouchi, kicked off his first NAB in his new role, but he’s certainly no stranger to the event or the audience. He discussed Sony’s focus in two key areas, which break out at Content Value and Workflow Efficiency. While elements like 4K, HDR and X-OCN are the core part of that Content Value piece, the ability to share, transfer and archive content in terms of Workflow Efficiency is really where the company has made tremendous progress.
Getting back to how the company is looking to evolve, he discussed how Sony recognizes that cameras are just one part of the workflow, and detailed how the company can and will be working with their customers to help them with the challenges at each stage.
Deon LeCointe, Senior Manager, IP Production Technology and Sports Solutions at Sony Electronics, then took to the stage to talk through the details around what Sony is looking to do in imaging, HDR, IP and media solutions. The company announced a new XAVC recording mode that optimizes encoding for live HDR production. They’re also expanding HDR capabilities through two enhancements, HD HDR Live broadcasting and Instant HDR workflow that will provide users with more options around how they choose to utilize the technology.
The company also announced they had acquired Crispin Corporation, which develops master control automation and asset management solutions for broadcasters, cable operators and other television and media operations. Alan 
Product and technology highlights from Sony’s NAB 2017 are below:
- XDCAM Air Cloud Based ENG subscription service
- Media Backbone Hive
- Media Backbone NavigatorX
- Optical Disc Archive Generation 2
- Professional Monitor updates
- AXS-AR1 SxS Memory Card Reader
- DVF-EL200 OLED Viewfinder
- UMC-S3CA 4K camera
Imaging
- Firmware updates
FS5 and Z150
The FS5 can now do continuous 120fps in Full HD. The Z150 will have QoS capabilities for more reliable and stable transmission, critical for shooters working in the field.
F5 and F55 V9
Selectable frame rates up to 120P in 4K and synchronization with Sony’s wireless adapters enable streaming and cloud-based workflows.
- UMC-S3CA
The UMC-S3CA is a 4K interchangeable lens camera for 360 surround video, Virtual Reality, POV and crash cam use that adds genlock to sync multiple cameras.
- AXS-AR1
Sony’s first card reader to have AXS Memory A series and SxS Memory card slots enables high-speed transfer and uses a Thunderbolt 2 interface.
- DVF-EL200
OLED viewfinder for the F5 and F55 provides higher resolution and increased brightness.
- Professional Monitors – BVM-E171 – This HD OLED master monitor will support HDR through a new HDR monitoring license, BVML-HE171.
A few pictures from the booth are below, which should give you a sense of how their focus on the entire production process is being showcased at NAB 2017. For more info about all the latest updates from Sony, stay tuned to PVC for an in-depth interview with Katsunori Yamanouchi and video coverage from the show floor.
