Prestige event, thoroughbred horses and state-of-the-art technology meet as Sony HDCAM, launched recently in the Middle East is used by Dubai Sports Channel to capture the action at Dubai World Cup
Dubai, UAE – 27th March 2004
For the first time in the Middle East, Dubai Sports Channel, in conjunction with Sony Broadcast, will be using High Definition Camera systems to capture the key moments of the richest horse race in the world, the Dubai World Cup. Hi-Definition (HDCAM) is the latest cutting edge digital technology in cinematography and internationally recognized as the medium of Broadcast of the future due to its flexibility and greater capacity of Information.
HDCAM, from Sony Broadcast, typically takes in 7 times more information than a conventional (Standard Definition) broadcast camera. The improvement to the image quality is immediate and clear to the user and viewer, even if, for transmission purposes, the pictures are “down-converted” to Standard Definition. With HD, the quality of movie production is taken to another level, with the average movie viewer experiencing enhanced picture and sound quality.
“We are constantly striving for excellence in image quality and program delivery. The technological advancement provided by the new Sony HD Cameras meets this requirement,” explained Ahmed Al Sheikh, Head of Dubai Sports Channel. “As a leading Broadcaster, what better venue to demonstrate HDCAM High Definition Television to a world audience: the Dubai World Cup 2004, One of Dubai’s most prestigious events on the sporting calendar.”
“Those following the Dubai World Cup coverage this year will encounter a new level of viewing experience, one of higher quality,” said David Castle, A/V Production, Marketing Manager, Sony Business Middle East and Africa. “We are delighted to be working closely with the Dubai Sports Channel team in filming the Dubai World Cup and capturing the excitement of the thoroughbred finish with the latest in Sony technology.”
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About Sony:
Sony manufactures audio, video, communications and information technology products for the global consumer and B2B markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to become a leading personal broadband entertainment company in the 21st century.
In Europe, its business division is now a leading supplier of broad horizontal communications solutions as well as magnetical and optical storage solutions. Amongst others, Sony Business Europe's market segment solutions and service & support packages are targeted at organisations in the Education, Healthcare, Media, Retail, Financial and Transport sectors as well as Corporates and Justice. Device components such as camera sensors and modules, displays, batteries and semiconductors are targeted at OEM manufacturers and system integrators. For more information please visit www.sonybiz.net.
About Sony Business Middle East & Africa
Sony Business Middle East & Africa, based at Dubai Media City (DMC), has had a presence in the Middle East for over 18 years, with the establishment of its first office in the region, in Dubai. Since then Sony B&P MEA, has invested heavily in its operation in the region, with 50 dedicated specialist staff serving the rapidly evolving broadcast and editing needs of the local market.
Sony Business MEA is a leading supplier of broadcast and professional video and audio systems to the Middle East and African regions. In the broadcast arena Sony is best known for the industry standard Betacam range of products, whilst in the professional products division it has an extensive portfolio of state of the art A/V products that address the needs of the private industry, professional users, government bodies, military, educational and medical institutions - (eg. Digital Camcorders, VTR’s, NLE’s, Data Management & Storage, Displays Systems, CCTV, Medical, Video Conference, etc)
The company is also unique in these sectors by offering comprehensive and vital support services which allow customers to obtain complete solutions from one supplier throughout the region. This includes technical consultation, system design, build and installation as well as a full range of maintenance support and training programs.
Sony Business MEA is located at Dubai Media City and covers the following countries: United Arab Emirates, Bahrain, Kuwait, Saudi Arabia, Oman, Qatar, Jordan, Lebanon, Syria, Djibouti, Egypt, Sudan, Eritrea, Ethiopia, Iran and all of Africa.
Sony Business MEA contact:
David Castle A/V Production,
Marketing Manager,
Sony Business Middle East and Africa
Tel: +9714 3918400
Fax: +9714 3918154
E-mail: Heidi.Rohm@sonybpe.com
Address: P.O. Box 502050,
Dubai Media City,
Dubai,
UAE
Media Contact:
Sawsan Ghanem,
PR Consultant,
Active PR
Tel: +9714-3900228
Fax: +9714-3904656
E-mail: activepr@emirates.net.ae
Address: P.O. Box 502152,
Dubai,
UAE
© Press Release 2004
