Héctor Sierra (Sony): “At IBC 2025 we continue to develop the full potential of creativity”

Héctor Sierra, South Europe & Benelux Sales Head en Sony, reviews in this video interview at IBC 2025 the main novelties of a fair in which the manufacturer has proposed a combination of hardware and software solutions, including camcorders, studio cameras, monitors, mixers and storage, perfectly integrated with the latest advances in cloud technologies, artificial intelligence (AI) and IP.

Sierra highlights that Sony's goal is to “provide quality tools so that content creators can produce anywhere, at any scale and share that content in the most efficient way using IP and cloud technologies.

In the news production area, the main novelty is the new camera PXW-Z300. This proposal represents a breakthrough in this field by incorporating digital signatures directly into the video files, in addition to having 1/2-inch Exmor R 4K 3-CMOS sensors, the latest BIONZ XR image processing engine and a dedicated AI processing unit.

The PXW-Z300 incorporates a dedicated AI processing unit and image processing engine. This enables highly accurate (human) subject recognition based on information about the face, eyes, skeletal structure and posture. It also features an auto-framing feature that automatically adjusts composition to keep human subjects centered in the frame.

The perfect complement to the PXW-Z300 is the new LiveU TX1 compact data transmitter, co-developed with LiveU as part of a collaboration scheduled for commercial launch in 2026 and which will be on display for the first time at this IBC.

As for cameras, we must highlight the premiere of the HDC-F5500V which “allows you to bring a quality cinema look to live productions.” Equipped with a Super 35 mm sensor and PL mount, it offers great ease of use. Highlight your subjects with a striking visual expression that brings out your creativity. With a high-sensitivity, low-noise design, it captures sharp, vivid images in dark environments such as music concerts, sporting events or theater performances. Don't lose perspective in any scene. It also has a new generation variable neutral density filter, which allows smooth transitions between different lighting conditions without visible physical filter changes.

At the Sony stand at IBC 2025, the demonstrations of the M2L-X software mixer which, as Sierra highlights, “allows you to work independently for simpler productions or complement a hardware mixer for more complex productions.” The mixer is designed to increase the flexibility of live production workflows. It allows users to manage and control broadcast news, sports and live event productions quickly and efficiently, regardless of location and installation type.

Looking at the software

On the other hand, in this video interview, Héctor Sierra focuses on the initiative Dynamic Media Facility (DMF) which, promoted by the EBU/EBU and supported by numerous manufacturers such as Sony, proposes a concept for modern, software-defined production infrastructures in the industry. It aims to redefine media production for the modern era by promoting a flexible and interconnected ecosystem.

Finally, Sierra reviews the improvements in robotic cameras for entry-level production or ProAV such as autoframing and autotracking in multi-camera production. It also raises the possibilities offered by the Venice camera extender and the Ocelus tracking system.

Access to the IBC 2025 SPECIAL in Panorama

https://www.youtube.com/watch?v=q0ZuuU62aYA