ILCE-7V: Delivers Dramatic Evolution in AI Subject Recognition Capabilities and High-Speed Performance for Stills and Video 

Bengaluru, 8^rd December 2025: Sony India introduces the ILCE-7V, the highly anticipated fifth generation in the popular Alpha 7 Full-frame mirrorless line-up powered by the newly developed partially stacked Exmor RS CMOS image sensor with approximately 33.0 effective MP (megapixels). The new image processing engine BIONZ XR2[1]incorporates the AI processing unit functions of the latest α (Alpha^TM) series. Through these innovations, the ILCE-7V delivers a significant performance boost across every aspect of imaging, from Real-time Recognition[2] AF(Auto-Focus) to Real-time Tracking[3], speed, stable color accuracy, still capture, and video versatility.

Additionally, Sony launches the FE 28-70mm F3.5-5.6 OSS II, a full-frame compatible, compact and lightweight standard zoom lens that supports the ILCE-7V’s high-speed continuous shooting.

“The newly launched ILCE-7V sets a new benchmark for an all-around Full-Frame camera. Built to offer a great imaging experience, it is a tool that push the boundaries of creativity and capture imagery beyond imagination. This is made for creators who wants advanced controls, next-gen innovation & lightning-fast speed.” said Mukesh Srivastava, Head of Digital Imaging Business, Sony India.

AI-Powered Performance Boosts

The ILCE-7V integrates the AI processing unit into the BIONZ XR2 engine, delivering a substantial leap in autofocus speed, accuracy, and reliability. The ILCE-7V has up to 30% improvement[4] in Real-time Recognition AF that instantly recognizes targeted subjects and continues to capture them with high precision. With 759 phase-detection points and up to 94% frame coverage, the camera ensures precise subject tracking across nearly the entire image area, even in challenging low-light conditions down to EV -4.0[5].

High-resolution RAW processing is now supported through Imaging Edge Desktop application[6] for unparalleled post-production flexibility.

No compromise High-speed Continuous Shooting

The combination of a partially stacked Exmor RS CMOS image sensor with approximately 4.5 times faster[7] readout speed increased and the BIONZ XR2 processor results in high image quality with minimal distortion.

Additionally, high-precision tracking with up to 60 times AF/AE calculations per second and blackout-free continuous shooting up to 30 fps[8] with our philosophy has always been centered around understanding creators and building products that enable them to bring their ideas to life with confidence. India is witnessing a remarkable rise of visual creators, and Sony India is proud to play a role in enabling this growth. With the ILCE-7V, we continue to strengthen our ecosystem, delivering reliable, intuitive, and world-class imaging solutions that empower creators across genres to craft their vision with clarity, purpose, and imagination. AF/AE tracking[9] ensures no missed opportunities even with fast-moving subjects moving in complex patterns, such as in wildlife and sports photography. Even during 14-bit RAW shooting, it achieves high-speed continuous shooting at up to 30 fps with AF/AE tracking.

The Pre-Capture function[10], which can record up to 1 second before the shutter is pressed, captures decisive moments even with subjects whose movements are difficult to predict, such as pets and sports.

Outstanding Still Image Performance

Engineered for maximum creative control, the ILCE-7V achieves up to 16 stops of dynamic range[11], ensuring remarkable tonal detail across highlights and shadows. Even in scenes with extreme contrast, it expresses natural and smooth gradations from dark to bright areas.

The newly introduced AI-driven Auto White Balance (AWB) leverages advanced scene analysis for consistent color rendering and uses light source estimation through deep learning technology. By automatically identifying the light source in the shooting environment with high precision and adjusting to appropriate color tones, it enables natural and stable color reproduction, resulting in more faithful colors and reducing post-production workload.

Versatile Video Capabilities

Expanding creative possibilities for hybrid creators, the ILCE-7V introduces additional 4K recording modes, including 7K oversampled 4K 60p recording[12] available in full-frame mode and 4K 120p[13] recording in APS-C mode/Super 35mm delivers rich, detailed footage with exceptional flexibility in editing.  Full pixel readout without pixel binning enables highly detailed video recording to the finest details.

The image stabilization features Dynamic Active Mode[14], enabling smooth and stable video expression even when handheld. Users can enjoy high-quality video recording in a wide range of scenes, from vlogs and creative productions to capturing family memories.

The camera also features an Auto Framing function that automatically maintains optimal composition of subjects during recording through AI-powered subject recognition. This enables stable composition video recording in various scenes.

New in-camera noise reduction and improved internal mic functionality [15] ensures high-quality audio recording by reducing steady background noises, minimizing interference, and maintaining natural sound.

Built for Reliability

The ILCE-7V features upgraded power management and enhanced stamina performance, enabling longer shooting sessions without interruption. A new Monitor Low Bright mode extends battery life[16] even further, while improved thermal management supports extended[17] 4K recording with uncompromised quality, approximately 630 shots when using viewfinder per CIPA standards. 

FE 28-70mm F3.5-5.6 OSS II – The All-Around Lens

Compact, lightweight, and engineered for speed, the FE 28-70mm F3.5-5.6 OSS II lens is designed to fully leverage the continuous shooting[18] capabilities of the ILCE-7V sensor. When combined with compatible cameras, this new lens offers up to 120 fps AF/AE tracking[19], continuous shooting, seamless body-lens coordinated image stabilization, AF available even during zooming, and built-in breathing compensation support. From dynamic action shots to fast-paced events or high-quality video capture, this lens delivers smooth, dependable responsiveness and flexibility.

Social Responsibility

Aligned with Sony’s ambitious ‘Road to Zero’ initiative, this product supports the company’s vision for achieving a zero environmental footprint by 2050. The Sony Group’s manufacturing facilities for imaging products, including the ILCE-7V and FE 28-70MM F3.5-5.6 OSS II, operate at 100% renewable energy. The packaging uses Sony’s proprietary environmentally friendly Original Blended Material[20] instead of plastic[21].

Pricing and Availability

The ILCE-7V Body will be available starting 10th December 2025 and the ILCE-7V M-kit will be available from February 2026 onwards. It will be available across Sony Center, select Croma and Reliance outlets, www.ShopatSC.com portal and Amazon.

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With this campaign, Sony is extending an invitation, not just to upgrade gear, but to reform the craft. The FX30, entry-level model in the Sony Cinema Line, offers a gateway to cinematic excellence without the barrier of cost. Compact, powerful, and packed with professional features, the FX30 brings the magic of the movies into the hands of every local studio and every dreamer with a camera.

On the launch, Mukesh Srivastava, Head of Imaging Business, Sony India, said: “At Sony India, we have always believed that weddings are more than just events — they are once-in-a-lifetime stories that deserve to be told with the same magic and grandeur as cinema. Over the years, we’ve seen how Indian weddings have evolved; today, couples don’t just want their moments recorded, they want them remembered as timeless films that can be felt for generations. With ‘Ab Kuch Cinematic Karte Hain’, we are celebrating the studios that have been the guardians of these memories for decades and inviting them to embrace a new era of storytelling. This campaign is not just about technology; it is about honouring tradition, embracing change, and giving every love story the cinematic chapter it deserves.”

The campaign film is about 6 minutes and produced in Hindi, Malayalam, Telugu, Tamil and Kannada shines a light on the emotional connection between a wedding videographer and a couple, and the evolution that happens when one dares to imagine more. It captures the struggle of staying relevant, the hesitance to change, and the pride that comes from seeing your work in a new light.

Deven from DM Production who recently shifted to FX30, said, “Mera pehle wala gear itni flexibility nahin deta tha, jaise yeh camera deta hai. Ab FX30 ke saath wedding shoot karna bohot easy ho gaya hai, aur results itne cinematic aate hain.”

The film is now live on Sony India’s YouTube channel and the Sony Alpha Community page and is being rolled out across India. The campaign is live across Sony India’s social platforms offering a new direction for every storyteller ready to turn the page from tradition to transformation. Sony cameras and lenses are available for purchase at Sony Authorised Retail Outlets, Sony Camera Lounge, Alpha Flagship stores, Sony Centers, www.ShopatSC.com portal, major electronic stores and ecommerce websites (Amazon and Flipkart)

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Mukesh Srivastava, Head of Imaging Business, Sony India, said, “At Sony India, we are committed to empowering storytellers. With DOP Portraits, we are not just showcasing cameras – we are documenting the passion behind Indian cinema while demonstrating how our technology has become an extension of their creative vision. With the video series, we also aim to inspire the new generation of the budding cinematographers.”

Hosted by Sony Alpha Ambassador Shubh Mukherjee, a renowned filmmaker and content creator, each episode of the series highlights a DOP’s personal journey and professional evolution. Centered around the Sony VENICE camera, the series reinforces Sony India’s commitment to elevating cinematic storytelling while bridging its rich consumer electronics legacy with its growing influence in professional filmmaking.

The series brings together six of India’s most renowned cinematographers, each bringing their unique expertise and filmography to the table:

1.       Sudhir Chaudhary (Raid 2, Drishyam 2, Blur)

2.       Vishal Sinha (Phir Aayi Haseen Dilruba, Chup, Ghoomer)

3.       Ayananka Bose (Satyaprem Ki Katha, Freddy, The Great Indian Family)

4.       Anuj Samtani (Call Me Bae, Masaba Masaba 2, Tribhuvan Mishra CA Topper)

5.       Sylvester Fonseca (Amar Singh Chamkila, Dobara, Kennedy)

6.       Amalendu Chaudhary (OMG 2, Fukrey 3)

DOP Portraits series will be premiered from 27^th August 2025 onwards and will be available on Sony Alpha Community  and later on the Sony YouTube Channel.

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The new BRAVIA 2 II 4K televisions lets you experience stunning 4K visuals, rich with real-world detail and texture. Content filmed in 2K or even Full HD is upscaled close to 4K resolution by 4K X-Reality PRO, using a unique 4K database. Enjoy smooth and sharp details even in fast-moving scenes with Motionflow XR an innovative technology that creates and inserts extra frames between the original ones. It analyzes key visual elements across successive frames and calculates split-second moments of missing action.  BRAVIA 2 II series features open baffle down-firing twin speakers that deliver 20 watts of powerful sound, along with Dolby Atmos® and DTS:X® to provide users with an immersive spatial audio experience. The open baffle speakers offer impressive low-end sound, ideal for movies, sports, and music.

With the new BRAVIA 2 II series, you can download over 10,000 apps and access more than 700,000 movies and TV episodes, plus live TV—all in one place. Google TV brings everyone’s favorite content from across apps and subscriptions and organizes it seamlessly. The BRAVIA 2 II series boasts a minimalist design that effortlessly blends into any modern living space. With its ultra-narrow bezel, the display maximizes screen area, drawing viewers deeper into the action for a truly immersive entertainment experience. 

With ALLM (Auto Low Latency Mode) in HDMI 2.1, the BRAVIA 2 II recognizes when a console is connected and powered on, automatically switching to low latency mode offering a smoother, more responsive gameplay crucial for fast-paced, high-intensity games. With Auto HDR Tone Mapping, HDR settings are optimized instantly during your PS5 console’s initial setup. The BRAVIA 2 II series includes SONY PICTURES CORE, a movie service that offers a selection of the latest Sony Pictures releases and classic blockbusters. With Pure Stream, you can stream HDR movies at up to 80 Mbps, delivering picture quality comparable to 4K UHD Blu-ray. The BRAVIA 2 II television comes with movie credits, allowing you to redeem up to five movies and enjoy up to 12 months of access to a curated selection of up to 100 movies, updated regularly. 

Offers, Price and Availability:

As part of ongoing offers, customers can avail cashback of up to Rs. 5,000/- on purchase of BRAVIA 2 II televisions. Additionally, easy EMI options are also available, starting from just Rs. 1,849 for 108 cm (43), and Rs. 2,995 139 cm (55), 164 cm (65), and 189 cm (75) screen sizes, making it easier to upgrade to a superior home entertainment experience.

These models will be available across all Sony Centers & major electronic stores and e-commerce portals in India.

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Sony has developed new Air Fitting Supporters for LinkBuds Fit by using extensive ear shape data collated over the years. The LinkBuds Fit are crafted for all-day wear, featuring air-fitting supporters and soft earbud tips that provide a snug yet breathable fit.The earbuds weight only 4.9 grams and are so light that you might even forget that you are wearing them.

LinkBuds Fit are equipped with Sony’s Integrated Processor V2 same as the flagship model WF-1000XM5, delivering advanced noise cancellation for an immersive listening experience. The LinkBuds Fit feature Sony’s best ambient sound technology, ensuring a natural listening experience without losing connection to your surroundings. Auto Ambient Sound mode intelligently adjusts external sound levels, allowing users to stay aware while enjoying their music.

LinkBuds Fit supports High-Resolution Audio Wireless, thanks to LDAC, the industry-adopted audio coding technology. LDAC transmits approximately three times more data than conventional Bluetooth® audio, allowing to enjoy High-Resolution Audio content in exceptional quality. It has Dynamic Driver X, specially designed for wide frequency reproduction, experience richer vocals and enhanced fine details. The LinkBuds Fit ensure crystal-clear communication with AI-powered ultra clear calls technology. Utilizing Precise Voice Pickup Technology, the earbuds optimize microphone performance, filtering out background noise for superior call clarity.  With Auto Play, Quick Access enabled features such as Amazon Music Play Now or Spotify Tap and voice control  in LinkBuds Fit it is even easier to access and enjoy your entertainment. Plus, with Wide Area Tap, you can use double or triple taps in front of either of your ears to control your music playback so there is no need to touch the LinkBuds Fit themselves to operate . These earbuds also feature Multipoint Connection, instant play and pause, control with head gestures, built-in voice control and Speak-to-Chat. They also have a battery life of up to 21 hours of total playback , if you are running short, a 5-minute quick charge provides an hour of playback. These earbuds have an IPX4 water resistance rating. 

Launch offer, Pricing and Availability

Sony has announced an exclusive launch offer for LinkBuds Fit. As a part of the offer, customers can purchase the earbuds on a special price of Rs. 18,990/- and will also get SRS-XB100 portable speaker worth Rs. 5,990/- complimentary. This offer starts from 7^th April 2025 and is valid for limited period.

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Reflecting on this remarkable milestone, Mr. Sunil Nayyar, Managing Director of Sony India, shared, “For 30 years, Sony has been more than a brand, it has been a companion in the lives of millions of Indian families. We are deeply grateful for the trust and love our consumers have shown us. This milestone is a testament to our shared journey of innovation, creativity and connection. As we look ahead, we are committed to continuing to deliver experiences that inspire and bring people closer together.”

Inspiring Kando – The Heart of Sony’s Philosophy

At Sony, every product and service is designed with Kando – the Japanese concept of deeply moving and inspiring people. From enabling families to enjoy blockbuster movies together, to listening to music in its purest form, to compelling gaming experience and empowering creators’ intent with world-class cameras, Sony’s mission has always been to bring people closer to what they love. Sony India extends heartfelt gratitude to its consumers, partners and employees who have been part of this incredible journey.

Focus on sustainability and community development

Sustainability remains a cornerstone of Sony India’s operations, aligning with the global “Road to Zero” environmental plan. Beyond its business operations, Sony India has made a profound impact on society through its CSR initiatives. Some of these programs focus on skill development, heritage preservation, village development, elderly care and medical support.

A Vision for the Future

As Sony India steps into its fourth decade, the company remains steadfast in its mission to enrich lives, embrace innovation and create products that inspire wonder and connection. From reimagining home entertainment to pushing the boundaries of technology, Sony is committed to shaping a future filled with possibilities.

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Float Run offers important features to runners or athletes, including a light-weight design with a flexible neckband that does not slip when in motion and a pressure-free design that sits off the ears, so runners no longer need to worry about sweat or chafing getting in the way of their workout. This product was well received by crowdfunding, which led to its official launch. With a special off-ear design, runners won’t have to worry about pressure or stuffiness on their ears. For extended comfort, these wireless sports headphones sit on the ears of the wearer, so they can enjoy comfort for longer without disruption. Additionally, Float Run headphones only weigh approximately 33 grams, so runners can focus on their surroundings.

Designed to be stable and secure, Float Run headphones to stay in place no matter how the runner moves. Tested on a wide range of head shapes and hairstyles, the headphones will stay with the runner, due to the flexible neckband design. Additionally, Float Run headphones were tested with accessories including hats and sunglasses. Whatever is worn, the stabilising neckband will keep them secure. The 16mm drivers and precise tuning combine with the off-ear style offers a more natural and wider sound so there is no compromise on sound quality. The Float Run headphones has an open-type design that eliminates echo of the sounds your body makes, like footsteps, chewing or heavy breathing and allows in ambient sound.

These headphones are designed to fill the user’s ears, but not cover them, so they can be aware of their surroundings. The Float Run design allows music to naturally mix with ambient sound and be formed by the user’s ear shape. Float Run off-ear headphones keep ears unobstructed, to achieve peak performance in whatever activity they are performing. The result is a more spatial and natural listening experience.

With an IPX4 splashproof ratingⁱⁱ, consumers do not have to worry about damage from sweat or from getting caught out in the rain. With long battery life and up to 10 hours playtime when fully charged, the Float Run headphones will power long runs. In a hurry? A quick charge of 10 minutes will give an hour of playⁱⁱⁱ. With a variety of controls built in, users can control playback and access their smartphone’s voice assistant without having to take it out of their pocket or bag^iv. When their run is over and it’s time to get to work, these headphones have a high-quality built-in microphone to make them just as ideal for productivity tasks. Float Run headphones conveniently charge using USB-C. Additionally, the headphones include a carrying pouch to keep the supplied charging cable and headphones together and protected.

The Float Run will be available across Sony retail stores (Sony Center and Sony Exclusive), the www.ShopatSC.com portal, major electronic stores, and other e-commerce websites in India from 4^th January 2023 onwards.

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