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A YouTube teaser has released by Sony supposedly showing a new Alpha camera. Rumors claimed it might be an announcement of the Sony A9III. The teaser pointed out the event will go live on 26th January 2021 at 10 am EST / 3 pm GMT. The company just provided the tagline, which reads; “the one never seen”.

The teaser shows the background with some motion blurs, which suggests the new launch could be a sports or action camera. It also seems to be the suggestion from Sony Alpha Rumors, which spotted the new event. The site also suggested the event could be for the announcement of the Sony A9 III. The new announcement could be Sony’s flagship successor to the Sony A9 II sports camera.

Point to be noted that Sony Alpha Rumors (a pretty good track record with predictions) also suggested the Sony A9 III will have an 8K sensor and a new 50MP sensor. It doesn’t sound entirely convinced that the 26th January event will be for the A9 III, or that the camera will indeed have that name.

The earlier rumors suggested that the new A9 series flagship could also be called the Sony A9s. It sits above Sony A7 series cameras like the Sony A7R IV. There is a possibility that the new Alpha announcement on 26th January will bear a different name and perhaps be more of a still-video hybrid to complement that camera. Sony Alpha Rumors also suggested that it will have similar specs to the Sony A7S III, including the same EVF and autofocus.

It is noteworthy that it could be at least $1,500 more expensive than the Canon EOS R5. So, the expected price for the A9 III or A9s might around $4,999 and it would efficiently be placed in the professional world. The latest rumors suggested that the upcoming camera will have the capability to shoot 8K/30p video with no overheating.

However, there will apparently be limits on what you can record internally. It suggests the bit-depth and sub-sampling could be limited in a similar way to the Canon EOS R5. The EOS R5 was dogged by reports of overheating while shooting video. So, the EOS R5 will be fine unless you’re a high-volume and high-speed filmmaker. But, Sony could respond with a direct rival to that camera on 26th January 2021.

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