Technology

Sony Middle East and Africa unveiled an extensive portfolio of creator and media solutions at Bridge Summit 2025, the world’s largest event dedicated to the media and creator community, held from December 8 to 10 at ADNEC, Abu Dhabi.

The summit brought together filmmakers, broadcasters, photographers, digital creators, and media professionals from around the world. Sony’s presence highlighted its end-to-end ecosystem supporting content creation—from image capture to post-production and final delivery—underscoring the company’s deep understanding of cinematic workflows and modern production needs.

At the event, Sony showcased a range of technologies including CLED displays, live podcast setups, and tailored media solutions designed for broadcast and professional production environments. Visitors were able to explore real-world applications of Sony’s tools through hands-on demonstrations and interactive installations.

Across the three-day event, Sony hosted a comprehensive programme of workshops aimed at empowering creators at all levels. Sessions covered diverse disciplines such as high-speed sports photography, travel storytelling, wedding and landscape cinematography, commercial video production, portrait photography, and content creation fundamentals. Participants also gained insights into the business and monetisation aspects of creative careers.

The workshops were led by a lineup of industry professionals including Amir De Leon, Nic Bothma, Gideon Nieuwenhuizen, Jacq, Remon, Tim, and Fatima AlMattar, each sharing practical expertise, live demonstrations, and personal creative approaches that resonated strongly with attendees.

Beyond the educational sessions, Sony’s interactive zone featured live podcast recordings, game-streaming showcases, and immersive product demonstrations, allowing visitors to experience Sony’s latest technologies in authentic production scenarios. Registered members of Alpha Universe were also entered into a prize draw to win a Sony camera, further enhancing visitor engagement.

A key highlight of Sony’s participation was the regional debut of the Alpha 7M5, unveiled in sync with its global announcement. Summit attendees were among the first worldwide to experience the camera’s advanced imaging capabilities, improved performance, and creator-focused features. The Alpha 7M5 quickly emerged as one of the most talked-about innovations at the event.

Commenting on Sony’s participation, Jobin Joejoe, Managing Director of Sony Middle East and Africa, said that Bridge Summit provided a valuable platform to engage directly with the global creator community. He noted that the event reinforced Sony’s commitment to delivering technologies that support evolving creative workflows and enable professionals to produce high-quality content across all formats.

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