Technology & IT | Monday 9 May, 2016 12:00 pm |

Reinforcing its commitment to the 4K technology segment, Canon Middle Eastis providing consumers and businesses with a hands-on experience of its latest product line-up at the Photography Live forum, taking place in Dubai from May 7-9, 2016.

Ultra-high definition 4K technology is redefining the way in which we view, consume and even create visual content, and is increasingly referred to as the future of audio-visual media in the region. The MENA region also has a tradition of high consumption of new visual formats, with experts noting that the region is currently growing at a faster rate than almost any other emerging market in the world.

Debuting at the event, Canon is showcasing its powerful 4K range in its entirety for the first time ever in the Middle East. The portfolio will include 4K lenses, sensors and reference displays, all of which will be on show within the company’s advanced glass-to-glass 4K workflow.

The Canon stand also includes dedicated areas for live capture, providing visitors with the opportunity to get hands on with Canon’s 4K and Full HD product range through a series of shooting scenarios, review and editing processes. A variety of live demonstrations including cinema shooting and documentary shooting will also be available to visitors.

“As the industry realises the benefits of 4K within a professional workflow, Canon has been developing our product range to meet the needs of our professional imaging customers,” said Hendrik Verbrugghe, Marketing Director, Canon Middle East. “Canon recognises that demand for higher quality production is going to grow. At Photography Live, we will be displaying the full set of tools needed for this next step forward in versatile 4K content production.”

At the show, broadcast and cinematography professionals are able to get hands-on with Canon’s full range of 4K and Full HD products, learn about Hybrid photography, as well as having the opportunity to experience the full power of Canon’s optics portfolio.

To support photography talent in the region and give them a platform to showcase their work, Canon has also tied up with TimeOut magazine to run a photography competition with the winners being announced at the event. Winners will walk away with an EOS 7D Mark II, and the 15 best images submitted as part of the competition will find their place on a special Wall of Fame at the event.