Sony is announcing "the new Alpha" camera today – watch it LIVE right here

Sony is announcing a brand new camera today, and you can watch the whole thing live right here. 

As has become the (new) norm during these strange pandemic times, the Sony announcement will take place via a live stream on YouTube. The event tips off soon at 10:00 EST / 15:00 GMT / 02:00 ACR, so make sure to grab your popcorn and log into Reddit to duel with other photography fans about the news when it's revealed.

So what exactly can we expect? Well, Sony advises on the live stream page that we should "Be ready for the announcement of the new Alpha" – yet the video description is listed as "New Cinema Line camera announcement". 

Alpha is Sony's line of mirrorless interchangeable lens cameras, which comprises stills-focused bodies like the Sony A7R IV (opens in new tab), video-centric cameras like the Sony A7S III (opens in new tab) and hybrid behemoths like the new Sony A1 (opens in new tab)

The Cinema Line, by contrast, is Sony's series of dedicated FX cine cameras, like the Sony FX9 (opens in new tab) and the new Sony FX6 (opens in new tab), which have traditionally been distinct from the Alpha line.

Of course, that doesn't mean that mutual exclusivity is prescribed – and it seems that this new product will straddle the two lines, being an Alpha camera that is also an FX cinema camera.

What that amounts to, it's difficult to say. After all, the Sony A7S III is already an cinema camera (albeit an SLR-shaped one) in most people's minds – and the Sony FX6 is essentially the "proper"  cinema camera version of it. So where the two product lines meet is an interesting proposition. 

Of course, it would be nice – given the traditionally high pricing of pure cinema cameras – if this new Sony body brings the Alpha price point to the FX line. Make sure to stay tuned here at 10:00 EST / 15:00 GMT / 02:00 ACR and all will be revealed!

Read more: 

Best Sony camera (opens in new tab)
Best cinema camera
(opens in new tab)Sony A7R IV (opens in new tab)
Sony A7S III (opens in new tab)
Sony FX9 (opens in new tab)
Sony FX6 (opens in new tab)

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James Artaius

The editor of Digital Camera World, James has 21 years experience as a magazine and web journalist and started working in the photographic industry in 2014 (as an assistant to Damian McGillicuddy, who succeeded David Bailey as Principal Photographer for Olympus). In this time he shot for clients as diverse as Aston Martin Racing, Elinchrom and L'Oréal, in addition to shooting campaigns and product testing for Olympus, and providing training for professionals. This has led him to being a go-to expert for camera and lens reviews, photographic and lighting tutorials, as well as industry analysis, news and rumors for publications such as Digital Camera Magazine (opens in new tab)PhotoPlus: The Canon Magazine (opens in new tab)N-Photo: The Nikon Magazine (opens in new tab)Digital Photographer (opens in new tab) and Professional Imagemaker, as well as hosting workshops and demonstrations at The Photography Show (opens in new tab). An Olympus and Canon shooter, he has a wealth of knowledge on cameras of all makes – and a fondness for vintage lenses and instant cameras.