Adorama Rental Company had a chance talk with Sony about its new FS700 4K-ready cinema camcorder.

With built-in ND filters, sturdier handle construction than its FS100 sibling, 3G-SDI out and absurdly high framerates, the camera packs pro cinema features at a very affordable price.

We find out how Sony managed to include so much next generation technology at such an inviting price point and who the intended user is.

Find more coverage from the floor of NAB 2012 at blog.adoramarentals.com.

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