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, video-centric cameras like the Sony A7S III and hybrid behemoths like the new Sony A1

The Cinema Line, by contrast, is Sony's series of dedicated FX cine cameras, like the Sony FX9 and the new Sony FX6, 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
Best cinema camera
Sony A7R IV
Sony A7S III
Sony FX9
Sony FX6

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James Artaius

The editor of Digital Camera World, James has 21 years experience as a 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 like 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, photo and lighting tutorials, as well as industry news, rumors and analysis for publications like Digital Camera MagazinePhotoPlus: The Canon MagazineN-Photo: The Nikon MagazineDigital Photographer and Professional Imagemaker, as well as hosting workshops and talks at The Photography Show. He also serves as a judge for the Red Bull Illume Photo Contest. 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.