Looks like Sony's finally found a candidate that'll put a lid on film stock, but then again, at the end of the day it'll depend on the price tag when it comes out in Q3 this year." Sony also announced 2 new professional 3D cameras at NAB (and for consumers, the company announced the 3D Handycam and 3D Bloggie cameras at January's CES). Read the Sony Blog report on the NAB unveiling: "Sony Kicks off NAB with the announcement of a new 4K professional camera" (4/11/11) Related Engadget post: "Sony shoots out CineAlta F65 4K camera and PMW-TD300 3D camcorder at NAB" (4/11/11) The Photography Bay write-up includes video coverage of the NAB press conference and behind-the-scenes footage with Curtis Clark directing a 4K short with the new camera.