Major press agency switches to Sony
SONY has signed a deal with PA, Britain’s largest press agency, that will see 90 of its staff photographers and video journalists switching over to Sony cameras and lenses.
The staff photographers and video journalists who work for PA (formerly the Press Association) are based in the UK and Ireland. They will be changing over to the full-frame mirrorless Alpha camera series, including the Cinema Line Camera FX3.
These cameras will be paired with Sony’s E-mount lenses including several G Master models – the FE 24-70mm F2.8 GM, FE 70-200mm F2.8 GM OSS, FE 135mm F1.8 GM and the FE 400mm F2.8 GM OSS. The PA team provides images from key events throughout the year including major annual sporting events through to big news stories and of cial events and engagements.
‘Sony’s silent shutter, superb lenses and brilliant sensors, along with the relationship that we have built up with them over the past few years, made the switch an easy choice,’ said Martin Keene, group picture editor at PA Media Group. ‘Having both stills and video cameras from the same manufacturer simpli es the work ow and colour balance across both genres. It’s a big investment, but the opportunity to have all of our team using the same brand new, state-of-the-art kit is both rare and really worthwhile.’
This development is the latest in a wider trend whereby more and more press photographers are embracing mirrorless camera technology rather than the DSLR, which was their previous weapon of choice.