Sony PVM-740 Service Manual Ad 1

My clients expect nothing but the

“

best. To deliver for them, I have to
know exactly what I’m seeing, and
having the right monitor is critical.

”

When the right monitor is critical,
Gary Adcock chooses Sony.

What Gary Adcock offers his clients is a keen eye that, properly equipped, allows him to capture
the whole range of high-end videography from traditional industrial projects to innovative
stereoscopic shoots. Whatever the project, he demands excellence in a production monitor to
put his talent to work.

“My clients expect nothing but the best,” Adcock said. “To deliver for them, I have to
know exactly what I’m seeing, and having the right monitor is critical. I need to know
how it is set and adjusted. I tune them to my own taste. I can’t afford to guess.”

As the Tech Chair for the NAB Post Production and Director of Photography Conferences
for the past several years, Adcock has been keeping an eye on OLED technology.
Despite appreciating the future potential for next-generation displays, he kept his
expectations in check when he had the opportunity to use the PVM-740, Sony’s first
OLED professional field monitor.

“OLED is an important leap ahead, one that will change the way we work,” he said.
“However, given my experience with other first-generation products, I tried not to set
myself up for disappointment. But I was impressed at how fully realized this is – amazing
that Sony’s gone so far with it with the first model.”

PVM-740 OLED Monitor

continued

➔

“The waveform is semi-transparent,” he said.
“You can see through it, unlike those found
on other monitors where you have to work
around having 20% of the screen blocked.
The native scan gives a one-to-one pixel
ratio with one button. This is extremely
helpful for focus and sharpness-checking.”

The color depth and

“

responsiveness are

Adcock’s out-of-the-box impressions of the
PVM-740 highlight the core advantages
of OLED technology – bright, high contrast
images with true black, unlike backlit
technologies.

Programming this

“

was very simple. It
didn’t take me long
to figure out how to
put everything where
I wanted it to go.

“This delivers a true 10-bit high contrast
image – a useful tool that I can mount
on a camera,” he said. “The color depth
and responsiveness are quite remarkable.
You can use this in bright sunlight while
wearing polarized glasses.”

”

But the real virtues became apparent in
the field, working on an outdoor shoot
in Chicago for a corporate client. The
assignment was to gather background to
be used for a special effects shot.

“This was a run-and-gun project moving
through the city,” he said. “It wasn’t practical
to set up shields for the monitors. The other
monitors we had simply don’t have the
contrast to work this way in direct sunlight.
The PVM-740 does and made life so much
simpler for us.”

Other advantages of OLED technology
became clear as the day wore on,
particularly the low power consumption.

“We ran all day on a single Anton/Bauer
DIONIC® 90 battery. This is unheard of. Aside
from being less of a drain on the environment,
this also lets you travel lighter since you don’t
have to carry so many batteries.”

Aside from the advantages of OLED
technology, Adcock was also impressed
with the PVM-740’s feature set that reflects
a fully mature product.

quite remarkable.

With its fully user-assignable controls,
the PVM-740 was quickly customized
to Adcock’s personal preferences and
workstyle.

“Programming this was very simple. It
didn’t take me long to figure out how to
put everything where I wanted it to go.”

For Adcock, the PVM-740’s versatility is
a much-needed advance that makes it
a perfect match for the new generation
of lightweight cameras, such as Sony’s
PMW-F3 as well as emerging 3-D
applications.

“This is truly advantageous for special B
cameras or steadycam use. Also, there’s
a tremendous need in 3-D production. It
doesn’t work to have one camera in focus
and another out, so you need a monitor
on each camera to calibrate them. We
will be seeing more run-and-gun rigs for
stereoscopic work, and the PVM-740 is a
perfect fit.”

Before his hands-on experience, Adcock
assumed that the PVM-740 would be a
good first implementation of the new display
technology. But he discovered that the new
Sony technology delivers far more than a first
attempt at a useable OLED field monitor.

“The PVM-740 is stunning and magnificent.
OLED has now made it to the professional
marketplace,” said Adcock.

”

Sony Electronics Inc.
1 Sony Drive
Park Ridge, NJ 07656

DI-0230

Gary Adcock is a digital artist and technology trainer who has worked as a producer,
photographer, cameraman, editor, director, and animator. He is currently consulting on
production and post workflows for digital and film projects and speaking on HD and HD
technologies around the world. Adcock has been the Tech Chair for NAB’s Director of
Photography conference and part of the ICG’s training committee for tapeless productions.

© 2011 Sony Electronics Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited.

Features and specifications subject to change without notice. Sony, “make.believe” and their respective logos are

trademarks of Sony. Anton/Bauer and DIONIC are trademarks of Anton/Bauer, Inc.

Printed in USA 6/11