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The Sony HDW F900, commonly known as the CineAlta is the first High definition camera and the standard in which more than 450 Feature films and around 3000 commercials and video clips have been shot around the world. The CineAlta has the ability to record progressively at 23.98, 24, 25, 29.97 y 30 frames per second or 50, 59.94 and 60 interlaced frames making it capable of ending in NTSC and PAL.

Here, a brief explanation as to why the Sony HDW F-900 camera is the perfect choice:


+	RESOLUTION With more than 2 million pixels, a high def camera has 6 times more resolution than a Digital Betacam and DV formats.

+	PERSONALIZED SETTINGS This camera has the possibility of altering the color temperature, contrast, gamma, detail, luminosity, image stabilization and texture among many others. These adjustments can be saved in the memory and later on be duplicated again by the Director of photography on the same camera or on another CineAlta.

+	12 BIT PROCESSOR In advanced to her predecessor the 700A, the Sony F900 High Def camera has a 12 bit processor that enables the reproduction of more realistic and luminous colors.

+	COLORIZATION The CineAlta has been defined as a great computer with a Lens. Its Matrix, Multi Matrix and Gamma controls among others make it possible to color correct the image and achieve a more detailed look from the moment the image is being recorded.

+	SAVINGS (HD VS. 35 MM/16MM) Here some of the economic benefits of recording in High definition instead of film: The 50 minute HD Cam tape costs around $ 40 dollars, compared to the 12 film rolls of 35mm (48 minutes) that cost US$3276 or 4 films rolls of 16mm (44 minutes) that cost around US $628. The development and transfer of 48 minutes of 35mm film will cost several thousand dollars. HD allows the direct recording of audio into the tape saving money in the synchronization that it’s needed when shooting in film.

+	TIME SAVING What’s the value of an immediate result ? How much is your time worth ? What are the benefits for a client to finish his project days before ? With the CineAlta you can start editing as soon as you finish recording. In advertising, a client or brand can benefit of the possibility of reacting instantly to the competition. The development of HD makes it possible at last to achieve the quality of film with the immediacy of standard video.

+	24P SPEED RATE The Sony HDW F900 camera is the first digital model able to record in 24 progressive frames per second. The video artifacts present in interlaced video are suppressed in the digital progressive recording. This enables capturing an image that equals the capture method and feeling of traditional film.

+	REAL IMAGE When you record with this camera, an HD monitor will let you visualize the images captured in this original format while they are being recorded. You can know exactly what you are taping and how it looks, not how it will look. Say goodbye to the blurry images of film video assists. With an HD monitor its possible to obtain the final look on location with out having to wait for results after developing and transferring or having to correct things in post.

+	DISTRIBUTION One of the most important assets of a production company is its archive of programs and images. Its something that always generates profits. In the immediate future, in the United States, all the TV stations will be required To broadcast an HD signal. The TV channels won’t be interested in any other format including Betacam as it will have an inferior quality and resolution.Taping in HD now, will extend the life of your projects and will increase the future profits. This is the reason why the big TV stations around the world have acquired HD equipment to produce all their programs. On the other hand, as you can read on the DCI article on our news section, digital projection is a reality at least in the United States for the time being. We say goodbye to scratched and mutilated films. We say goodbye to the projectors with low luminance bulbs and the transport of big and heavy film rolls. Now the viewers can watch the films with the color and look that their creators designed. There’s no reason why we must still capture images on negative film. There’s o reason to still have an analog link in a digital world.

+	VISIONARIES Ever wonder why George Lucas, Win Wenders, James Cameron, Robert Rodriguez, Akira Kurosawa, David Fincher, Julio Medem, David Lynch y and even companies such as Procter & Gamble started to experiment and produce in High definition ? Read their commentaries in the CineAlta website (www.cinealta.com) or the diverse articles of the ALTA SUR site.