Sony Launches SLT-A37 16MP

Lightweight, easy to use and packed with a variety of useful features, the new Sony SLT-A37 camera is an ideal choice for consumers eager to explore the world of interchangeable lens DSLR photography.

 

The new α37 camera is the latest to feature Sony’s acclaimed Translucent Mirror Technology, which delivers a potent combination of fast shooting, non-stop phase detection autofocus and continuous live image preview during still and full HD video (60i/24p) shooting. This innovative technology also allows the new α37 camera to grab split-second action with a burst of sharply focused images. Shots can be captured at up to seven frames per second in Tele-Zoom High Speed Shooting Mode, where the central portion of the sensor’s image is magnified by approximately 1.4x.

The camera has a precision 3-cross 15-point AF system with tracking autofocus that keeps faces and fast-moving subjects in sharp focus. From action-packed sports to spontaneous family portraits, it will ensure that all the drama and beauty of that special moment is captured.

“Delivering lightning-fast shooting speeds and autofocus plus advanced full HD video capture, our innovative Translucent Mirror Technology continues to serve as the backbone of our A-mount line of cameras,” said Mike Kahn, director of the Alpha business at Sony. “Featuring this unique technology plus a host of exciting new features and an attractive price tag, our new α37 camera brings a whole new meaning to the term ‘entry level DSLR’.”

Framing and focusing is easy with the camera’s high-resolution Tru-Finder™ electronic viewfinder. With a high 1440k dot resolution, excellent contrast and 100% field of view, it matches or exceeds the abilities of many optical viewfinders. Adjustments to exposure and other creative picture settings can be previewed in real time, either via the Tru-Finder™ EVF or the tilt-angle 6.7 cm (2.7") Clear Photo™ LCD screen, making it easy to create shots with a customized, professional finish.

Additionally, the Sony α37 camera helps inexperienced photographers create top-quality portraits with ease. The new Auto Portrait Framing mode identifies the subject’s position in a composed image and follows the “rule of thirds” to trim the scene and create a beautifully framed portrait. The cropped photo is then boosted to full resolution using Sony’s unique By Pixel Super Resolution technology, which uses pattern matching to maintain superb image detail, tones and textures in the photo. Both the original and cropped image files are saved for review.

By Pixel Super Resolution Technology is also used for the “Clear Image Zoom” feature, which digitally doubles the effective magnification of any lens attached to the camera. Ideal for travel and everyday shooting, it’s a great way to boost maximum focal length without carrying extra hardware.

The 16.1 effective megapixel Exmor® APS HD CMOS sensor inside the α37 camera captures finely detailed, low noise stills and Full HD video. It’s teamed with the latest BIONZ® image processor that extends sensitivity to an ISO 100-16000 range, broadening options for low-light shooting without flash. Shared with all α A-mount cameras, SteadyShot INSIDE™ stabilization cuts the effects of camera shake by up to 4.0 stops for clearer handheld images with any A-mount lens.

The new α37 camera also features Superior Auto Mode, which intelligently recognizes a wide range of scenes and subjects and adjusts settings automatically.

Pricing and Availability

The new α37 digital camera will be available this June with an 18-55mm kit zoom lens (model SEL1855) for about $600.

Sony Announces NEX-F3 16MP Mirrorless

Sony’s α NEX-F3 digital camera delivers professional quality photos with a compact, pocket-sized body, allowing consumers to explore the creative world of high-quality, interchangeable lens photography in a refreshingly fun and entertaining way.

The new NEX-F3 camera features the same space-saving mirrorless design as other models in Sony’s E-mount family as well as an advanced, 16.1 effective megapixel Exmor™ APS HD CMOS sensor, identical in size to sensors found in traditional DSLR cameras. The large sensor takes in more light during image capture, resulting in flawless, low-noise photographs and crisply detailed Full HD videos (60i/24p). Photographers can also easily create images with beautiful defocus effects, where the subject is focused sharply against a smoothly blurred background.

“Sony continues to redefine digital photography with our E-mount series, packing a large APS-C size sensor into a small, lightweight camera body to produce professional-quality images with ease,” said Mike Kahn, director of the Alpha business at Sony.

“Featuring a diverse set of imaging technologies and offered at a great price, the new NEX-F3 model reinforces our commitment to this rapidly growing compact system camera market."

The NEX-F3 camera adds a whole new perspective to self-portraits with a 180° Tiltable LCD screen, a first for Sony’s E-mount camera line. By simply holding the camera at arm’s length and flipping the LCD screen vertically, users can adjust the on-screen preview image and properly frame photos.

Additionally, the new model features a useful built-in flash to broaden shooting options indoors or in low light situations. Already introduced on Sony’s acclaimed NEX-7 camera, this pop-up flash handily brightens portraits and other shots without the need to carry an additional flash accessory.

The new NEX-F3 camera also includes the new Auto Portrait Framing feature for creating top-quality portraits quickly and easily. This innovative feature identifies a subject’s position in a composed image, and follows the “rule of thirds” to trim the scene appropriately around the subject’s face, creating a beautifully composed portrait. The cropped portrait is then boosted to full resolution using Sony’s unique By Pixel Super Resolution technology, which uses pattern matching to maintain superb image detail, tones and textures in the photo. Both the original and cropped image files are saved for review.

By Pixel Super Resolution Technology is also used for the “Clear Image Zoom” feature, which digitally doubles the effective magnification of any lens attached to the camera. Ideal for travel and everyday shooting, it’s a great way to boost maximum focal length without carrying extra hardware.

Other convenient essentials added to the new NEX-F3 camera include the Superior Auto mode, which intelligently recognizes a wide range of scenes and subjects and adjusts settings automatically. Battery stamina has been boosted to an industry-leading 470 shots (approx.) on a single charge – an approximate 18% improvement over its predecessor, the NEX-C3 model.

The camera is compatible with the FDA-EV1S viewfinder accessory (sold separately), which offers a high-contrast, high-resolution OLED viewfinder display and a wide viewing angle. The NEX-F3 model also features a high-quality, premium-feel grip for more comfortable handling and can be charged via either USB or a standard AC outlet.

Pricing and Availability

The new NEX-F3 compact digital camera will be available this June in silver, black and white with an 18-55mm kit zoom lens (model SEL1855) for about $600.

Sony announces DSC-W650, DSC-W620 and DSC-W610

The newest additions to Sony’s Cyber-shot® line of point-and-shoot cameras deliver powerful new features for consumers, ranging from 360 Sweep Panorama™ and image stabilization technologies to creative picture effects. These new entry-level cameras pack high performance into a compact body, allowing users to take high-quality, creative photos with ease.

The stylish and compact new lineup include the DSC-W610, DSC-W620 and DSC-W650 models.

Small Cameras, Big Features

The compact DSC-W610, DSC-W620 and DSC-W650 cameras feature Sony’s new 360 Sweep Panorama™ mode. Users can now capture beautiful, seamless 360 degree panoramic images of the entire surrounding landscape with one easy “press and sweep” motion. Multiple images are automatically stitched together to create one stunning, detailed panoramic photo.

Additionally, the “Intelligent Auto” mode allows the cameras to automatically optimize camera settings based on the external environment. They analyze focus, lighting, subjects and more, selecting the appropriate scene mode to realize a clear, high-quality image output with ease. Further, in order to reduce image blur often caused by camera shake and subject motion, the DSC-W610 and DSC-W620 cameras feature SteadyShot® image stabilization. The DSC-W650 model offers enhanced Optical SteadyShot™ functionality and also boasts a 16.1 mega pixel Super HAD™ CCD image sensor.

The new DSC-W620 and W650 cameras also feature HD Movie mode (720p) as well as four “Picture Effect” options which can be used to create customized, artistic images. The full list of effects includes Toy Camera, Partial Color, Pop Color and Soft High-key.

Product Specs, Pricing and Availability

The cameras and an expanded range of stylish accessories, including the new LCS-CS1, LCS-CS2, LCS-TWM and LCM-CSVH carrying cases, will be sold at Sony retail stores (www.store.sony.com) as well as other authorized retailers throughout the Sony dealer network. New camera specs are below:

The DSC-W610 camera will be available in silver, black, pink, green and blue later this month for approximately $110. Features include:

• 14.1 MP Super HAD CCD image sensor
• 26mm equivalent lens with 4x optical zoom, 2.7-inch LCD screen
• Capture breathtaking images with new 360 Sweep Panorama mode
• SteadyShot image stabilization reduces blur
• Intelligent Auto mode automatically optimizes camera settings based on outside shooting environment

The DSC-W620 camera will be available in silver, black and red this February for approximately $120. Features include:

• 14.1 MP Super HAD CCD image sensor
• 28mm equivalent lens with 5x optical zoom, 2.7 inch LCD screen
• 4 total “Picture Effects”, allowing for creative, custom styled photographs
• Capture your videos in HD Movie mode (720p)
• Capture breathtaking images with new 360 Sweep Panorama mode
• Intelligent Auto mode with 33 scene recognition patterns, SteadyShot image stabilization

The DSC-W650 camera will be available in silver, black and red this February for approximately $150. Features include:

• 16.1 MP Super HAD CCD image sensor
• 25mm equivalent lens with 5x optical zoom, 3.0-inch LCD screen
• 4 total “Picture Effects”, allowing for creative, custom styled photographs
• Capture your videos in HD Movie mode (720p) enhanced with Optical SteadyShot Active Mode
• Intelligent Auto mode with 33 scene recognition patterns, 360 Sweep Panorama mode, Optical SteadyShot image stabilization

Sony unveils SLT-A77

The 24 megapixel A77 becomes Sony's highest end APS-C format SLT camera. The SLT design uses a fixed translucent mirror instead of a moving mirror as in a traditional SLR design. Sony uses this arrangement to enable phase-detection autofocus, but the cameras have electronic, not optical, viewfinders, which display a video feed from the main image sensor.

The A77 has a weather and dust resistant, hybrid magnesium-alloy and polycarbonate body; a 3-inch tilt-and-pivot LCD display; a 19-point autofocus system; 50ms shutter lag; 1/250th of a second flash sync speed; in-body image stabilization; a shutter rated to 150,000 cycles; on-board GPS; and an ISO range of 50-16,000 with a special mode allowing up to ISO 25,600. Maximum burst speed is 12 frames per second with continuous tracking autofocus, according to Sony. At that speed, there is about one second's worth of buffer depth—14 JPEG or 13 RAW images.

Like the two NEX cameras, the A77 records HD video in AVCHD v2.0 format at 1080p/60fps, 1080p/24fps, 720p/30fps, and several other resolutions. At 1080p/60fps it achieves a maximum data rate of about 28 Mbps.

The A77 will ship in the U.S. in October 2011 for an estimated street price of about US$1400 body only, or for about US$2000 in a kit with the new DT 16-50mm f/2.8 lens.

Also announced for the A77 is a new vertical grip called the VG-C77AM, which can hold two batteries, doubling battery life. It's also weather resistant and will be available in October 2011 for an estimated street price of about US$300.

Sony announces Alpha SLT-A65

Blazing speed, enhanced image quality, high resolution and incredible performance are just some of the features advanced amateurs and photo enthusiasts will find in Sony's newest alpha cameras, models SLT-A77 (α77) and SLT-A65 (α65).

Sony's latest refinements to its Translucent Mirror Technology make these new cameras the fastest, most responsive interchangeable lens cameras in their class, as well as set new performance benchmarks that even professional DSLRs have yet to achieve. The α77 and α65 both feature a newly developed Exmor™ APS HD CMOS sensor with 24.3 effective megapixel resolution, as well as the world's first XGA OLED Tru-Finder™ viewfinder. The sensor teams with the next generation of Sony's BIONZ® image processing engine to handle huge amounts of high speed data from the camera sensor, enabling unprecedented response times and flawless image quality with ultra-low noise when shooting still images or Full HD video.

"We feel that these cameras are not only a significant evolution of our breakthrough Translucent Mirror Technology," said Mike Kahn, director of the alpha camera business group for Sony Electronics. "They're also a revolution in terms of redefining how this unique technology can be put to use by enthusiasts."

The much anticipated successor to Sony's acclaimed α700 DSLR, the α77 boasts the world's fastest continuous autofocus (AF) shooting performance (among DSLRs in Aug 2011), capturing a burst of full resolution, 24 megapixel images at 12 frames per second with full-time phase-detection AF. The α65 achieves a similarly impressive 10fps shooting speed.

Precision AF tracking of moving subjects is more precise with the α77 due to a new 19-point autofocus system with 11 cross sensors. The α65 boasts 15-point AF with three cross sensors. Tracking Focus maintains accurate focus lock on a moving subject – even if the target is momentarily obscured. Additionally, a new electronic front shutter curtain achieves a minimum release time lag of approximately 50 milliseconds, comparable to much more expensive professional-class DSLRs.

The α77 and α65 further refine Sony's acclaimed Fast Continuous AF Full HD Movie shooting, already featured on previous Sony Translucent Mirror cameras. Phase Detection maintains accurate focus during video shooting of portrait subjects, even when they're moving at fast speeds.

The α65 will ship in the U.S. in October 2011 for an estimated street price of about $US900 body only, or for about US$1000 in a kit with an 18-55mm f/3.5-5.6 lens.

Sony NEX-7 Officially Unveiled

Sony is taking professional quality imaging and artistic shooting options to new levels with the introduction of the new α NEX-7 camera. Styled in magnesium alloy for strength and designed with a unique blend of classic and modern inspiration, the new compact interchangeable lens model weighs only 10.3 ounces (291g).

“For Sony, the new NEX-7 represents innovation in its purest form,” said Kelly Davis, vice president of digital imaging at Sony Electronics. “Speed and style meet performance and control, creating a shooting experience unlike anything in market today.”

Sony NEX-7 specification highlights

• All-new 24MP APS-C CMOS sensor (shared with the SLT-A7 and A657)
• ISO 100-16000
• Built-in 2.4M dot OLED EVF with eye sensor
• Electronic first-curtain shutter (cuts response time from 100ms to 20ms)
• 'AVCHD Progressive' 1080p60 HD movie recording with built-in stereo mic
• Tilting rear screen
• Three-dial user interface
• Built in flash and Alpha hotshoe
• Infra-red remote control receiver

Pricing and Availability

The α NEX-7 ultra-compact interchangeable lens digital camera will be available this November in a kit with an exclusive black 18-55mm zoom lens for about $1350, or as a body-only for about $1200.

Sony launches NEX-5N APS-C

Sony adds superb responsiveness, image quality, and creative possibilities to its line of E-mount interchangeable lens cameras with the new α NEX-5N model. Housed in a rugged, light magnesium alloy body, with an intuitive touch-screen interface, the camera is just 23.3mm at its slimmest point.

"The NEX-5N camera extends the sleek, minimalist design of the acclaimed NEX-5," said Ernesto Bravo, senior business manager of the alpha group at Sony Electronics. "But it's also a giant step forward from its predecessor in terms of still image and HD video quality, Auto Focus and speed-of-capture performance."

Response is accelerated even further by a release time lag of approximately 20 milliseconds, the fastest of any interchangeable lens digital camera. Combined with an improved autofocus (AF) algorithm and more efficient image processing, this results in an AF that is significantly faster than the current NEX-5 model.

The camera's Exmor™ APS HD CMOS sensor with 16.1 effective megapixel resolution is complemented by a specially-optimized version of the powerful BIONZ® image processing engine, resulting in exceptionally clean, low noise images. Maximum sensitivity is also boosted to ISO 25600, the highest among mirrorless interchangeable lens cameras (as of Aug 2011), allowing for very high-quality handheld shooting in low-light conditions.

The NEX-5N camera shoots smooth AVCHD™ Progressive (Ver2.0) Full HD movies with high-quality stereo sound at 60p – the same resolution and frame rate as Blu-ray Disc™ media, a first for interchangeable lens cameras with an APS-C size sensor. Faster readout from the sensor doubles the maximum frame rate to 60 fps and, when shooting at the 24p setting, movies achieve a beautifully expressive, artistic and cinematic feel. Additionally, continuous auto-focus while recording video has been improved and object Tracking Focus has been added, which allows a target object to be selected and tracked accurately via the touch-screen, even when the subject is moving.

Pricing and Availability

The NEX-5N ultra-compact interchangeable lens digital camera will be available this September in black and silver with an 18-55mm kit zoom lens (model SEL1855) for about $700 and as a body-only for about $600.

For "sneak peak" videos of the new products, please visit www.sony.com/cameravideos.

Sony unveils four new lenses

Sony DT 16-50mm F2.8 SSM

The growing range of compatible A-mount lenses for both cameras now includes the quiet, bright DT 16-50mm F2.8 SSM standard zoom with 16mm wide angle coverage that's ideal for both portrait and everyday shooting.

The high-performance lens features a dust- and moisture-resistant design, and offers a zoom range of approximately 3x range at constant wide F2.8 aperture. Optical performance is assured by aspherical glass and three ED (Extra Low Dispersion) lens elements to minimize aberration at all focal lengths. An internal Super Sonic wave Motor (SSM) drive enables fast, quiet autofocus.

The SAL1650 lens will also be sold separately for about $700 this October at Sony retail stores.

Sony E-mount lenses

The growing choice of E-mount lenses compatible with all E-mount cameras now includes the new Carl Zeiss Sonnar T* E 24mm F1.8 ZA (SEL24F18Z), E 50mm F1.8 OSS (SEL50F18) and long-awaited Telephoto zoom E 55-210mm F4.5-6.3 OSS (SEL55210).

The new E-mount Telephoto zoom E 55-210mm F4.5-6.3 OSS (SEL55210) will be available this October for about $350. The new Carl Zeiss Sonnar T* E 24mm F1.8 ZA (SEL24F18Z) and the E 50mm F1.8 OSS (SEL50F18) will each be available this December for about $1000 and $300, respectively.

Sony launches DSC-TX55 touch-screen CMOS compact

With an exceptionally slim and stylish design, Sony’s new DSC-TX55 Cyber-shot camera makes it easy to capture any moment with high-quality still photos, full high-definition video and amazing 3D images, providing consumers with the ultimate in creative control of their photos and videos.

The DSC-TX55 camera features a range of innovative new technologies, including “By Pixel Super Resolution” technology, which boosts the cameras’ zoom range to a virtual 10x without losing quality at the image sensor’s maximum resolution (16.2 million pixels). The new model is also the first Cyber-shot camera to offer a “Picture Effect” mode, which expands a shooter’s artistic possibilities without the need for editing software.

“Our new DSC-TX55 model redefines what a compact camera can do,” said Yosuke Tomoda, director of Sony Electronics’ Cyber-shot business. “In addition to the newly developed, ultra-thin chassis design, the camera features an incredible combination of features and performance, putting more creativity at users’ fingertips than ever before.”

The TX55 boasts a 16.2 megapixel, highly sensitive Exmor R™ CMOS sensor that delivers incredible image detail and ultra-low picture noise in both still images and Full HD video – even in low light conditions. Also the camera’s hi-speed auto focus can lock onto subject in as little as 0.1 seconds, letting users grab the most fleeting photo moments with ease.

Pricing and Availability

The new Sony Cyber-shot™ TX55 camera will be available for about $350 this September at Sony stores, www.sonystyle.com and other authorized retailers throughout the Sony Dealer Network.

Sony announces DSC-WX30 CMOS-based compact camera

Sony has announced the WX30, a 5x zoom camera with 16.2MP backlit CMOS sensor. The lens covers a 25-125mm equivalent zoom and uses the company's 'By Pixel Super Resolution' image processing to provide the 'Clear Image Zoom' feature claimed to double the effective zoom range at full resolution. It also gains the same 'Picture Effect' image filters as the TX55, along with a 3.0" (7.5cm) 920,000 dot, touch-sensitive LCD screen. It uses the CMOS chip's fast read-out to provide 10 fps continuous shooting in a burst of up to 10 shots as well as 1080i50 HD movie shooting (on the European variant).

No word yet on US availability for the WX30; however, Sony Europe notes that the WX30 will be available there in September.

Sony unleashes five Cyber-shots

Sony today unveiled five new Cyber-shot® digital still cameras that make it easy to get DSLR-like quality still images, stunning 3D photos and high-quality full HD videos.

Sony has designed five new innovative 16.2-megapixel Cyber-shot cameras (models DSC-TX100V, DSC-TX10, DSC-HX7V, DSC-WX10 and DSC-WX9) that are the They also have innovative Dual Rec (record) technology, for taking still photos during video capture. The DSC-TX100V camera is the world’s first compact digital still camera to include full HD (1920 x 1080/60p) video capability. This format provides the least distortion for playback on a high definition television.

The TX100V is also the first Cyber-shot camera with a 3.5-inch OLED with touch screen that provides deeper blacks and more vibrant color contrast on the screen, all while being thinner and having a faster response time than most LCDs. It’s also useful when shooting movies. Additionally, the DSC-WX10 camera is one of the only digital still cameras to include a high-speed linear auto focus feature that provides quick and precise focusing similar to the speed of a DSLR camera.

“Sony is one of the first camera manufacturers in the industry to provide a 16.2MP CMOS sensor, which is a great benefit for consumers,” said Kelly Davis, director of the digital imaging group at Sony Electronics. “They are getting the best image quality as well as all of the benefits of the “Exmor R” CMOS sensor technology in very compact, stylish cameras.”

With Sony’s 16.2-megapixel “Exmor R” back-illuminated CMOS sensor technology, these models provide excellent low-light performance, up to 10fps burst shooting and the Intelligent Sweep Panorama™ feature.

“The DSC-WX10 and DSC-WX9 Cyber-shot cameras are technology packed CMOS models providing the consumer with great “Exmor R” features such as low light, 3D Still Image/3D Sweep Panorama mode and AVCHD™ video all in a compact size with a wide, bright lens,” Davis added. “The DSC-HX7V camera builds upon the success of last year’s DSC-HX5Vand continues to improve, while addressing the growth in the compact high-zoom camera segment. With the best of Sony’s technologies, the DSC-TX100V is an ultra slim, sleek camera that can go anywhere and do everything. Its sibling, the DSC-TX10 camera, is a technology-packed, ultra slim, fashionable T-series camera that is also durable.”

Features & Additional images

The DSC-TX100V will be available in silver, black and red for about USD380 in March. Features include:

• 3.5-inch OLED with touch screen for easy focus selection and photo viewing
• 1080@60p: preserve moments in stunning HD clarity. (No function of Dual Rec when using the 60p record mode)
• 16.2-megapixel “Exmor R” CMOS sensor for stunning low-light performance
• 3D Still Image and 3D Sweep Panorama modes change the way you view your world
• GPS and Compass records the shot location and direction.

The DSC-TX10 camera will be available in silver, black, green, blue and pink this March for about USD330. Features include:

• Waterproof, dustproof, shockproof and freeze-proof
• 3-inch wide LCD with touch screen for easy focus selection and photo viewing
• 1080i Movie records high-quality Full HD movies
• 16.2-megapixel “Exmor R” CMOS sensor for stunning low-light performance; 3D still image and 3D Sweep Panorama modes change the way you view your world

The DSC-HX7V will be available in black, white, red and blue this March for about USD300. Features include:

• Full HD 1080@60i with Dual Rec of stills and movies
• Sony® G lens with 10x optical zoom in a compact camera body
• Fast capture with up to 10fps at full 16.2-megapixel resolution; “Exmor R” CMOS sensor for exceptional low-light performance
• 3D Still Image and 3D Sweep Panorama modes change the way you view your world
• GPS and Compass record shot location and direction

The DSC-WX10 camera will be available in black this March for about USD280. Features include:

• Fast capture with up to 10fps at full 16.2-megapixel resolution; “Exmor R” CMOS sensor for low-light performance, 7x bright F2.4 lens; 24mm wide angle lens and Optical SteadyShot™ image stabilization
• Full HD 1080@60i with Dual Rec of stills and movies
• Backlight Correction HDR enables crisp details in difficult lighting
• Manual operation puts the control back in your hands
• 3D Still Image and 3D Sweep Panorama modes change the way you view your world

The DSC-WX9 will be available in black, silver and red for about USD220 in March. Features include:

• “Exmor R” CMOS sensor for stunning low-light performance, 5x 24m wide angle bright lens
• Fast capture with up to 10fps at full 16.2-megapixel
• Full HD 1080@60i with Dual Rec of stills and movies
• 3D Still Image and 3D Sweep Panorama modes change the way you view your world
• Backlight Correction HDR enables crisp details in difficult lighting; Background Defocus highlights your subject like a DSLR

Sony unveils SLT A55 and A33 with translucent mirror technology

• α55 (SLT-A55V) (16.2 megapixels) and α33 (SLT-A33) (14.2 megapixels)
• Ultra-quick shooting up to 10fps with fast, precision phase detection AF
• First ever Quick AF HD Movie with smooth, continuous autofocus during video shooting
• Enhanced Quick AF Live View and 7.5 cm (3") free-angle LCD, plus Tru-Finder (Electronic Viewfinder) with 100% coverage
• Advanced imaging functions including 3D Sweep Panorama, Auto HDR and multi-frame noise reduction

The α (pronounced Alpha) family of interchangeable lens cameras from Sony grows with the compact, ultra-responsive new α55 and α33.

Sony’s first-ever digital cameras to employ Translucent Mirror Technology showcase an innovative optical system that opens up dramatic new shooting possibilities. In contrast with conventional DSLR cameras, Translucent Mirror Technology uses a fixed, translucent mirror that ‘splits’ the optical pathway between the main image sensor and a separate phase-detection autofocus sensor.

High-resolution live image preview with rapid, accurate phase detection autofocus is thus available at all times – either via the angle-adjustable 7.5cm (3”) LCD or precision Tru-Finder (electronic viewfinder). This also ensures that even moving objects stay in sharp focus at all times, whether you’re shooting Full HD video or stills.

Translucent Mirror Technology overcomes other traditional limitations of DSLR models, with its simplified mechanical design shrinking camera size and complexity. This makes the α55 and α33 a compelling choice for casual photographers who want to capture spontaneous family moments and travel scenes with less to carry.

Full-resolution shooting at up to 10fps with precise AF tracking

Ground-breaking Translucent Mirror Technology allows high-speed shooting with the α55 at up to 10fps (α33: 7fps) in Continuous Priority AE mode. This represents the world’s fastest burst continuous AF shooting performance of any interchangeable lens camera with an APS-C size sensor.

A newly developed 15-point phase-detection autofocus system assures rapid, accurate AF tracking, keeping even moving subjects in sharp focus during continuous shooting. This enables the α55 and α33 to capture split-second action or fleeting nuances of expression with portrait subjects.

World’s first Quick AF Full HD movie shooting 1

The large sensor size Exmor™ APS HD CMOS Sensor inside both cameras lets photographers capture stunning, cinematic HD video footage with beautiful background defocus (bokeh) effects.

The α55 and α33 also mark the debut of Quick AF Full HD movie shooting. Translucent Mirror Technology enables AVCHD 1080i video shooting with smooth, precise phase detection AF tracking of moving subjects. Real-time video image preview is now possible via the viewfinder – in contrast with DSLR cameras where the raised mirror prevents light from reaching the optical viewfinder during video shooting.

Effortless composition and image viewing

The α55 and α33 enable exciting new possibilities for framing and viewing highest-quality video and still images. Already prized by step-up DSLR users and enthusiasts alike, Sony’s Quick AF Live View system is now more effective than ever. High-resolution live image preview is teamed with uncompromised phase detection AF performance – even with rapidly-moving subjects.

Tilting and swivelling freely (to maximum 270 degrees) for comfortable framing at any shooting angle, the bright 7.5 cm (3.0") (16:9) Xtra Fine LCD offers superb detail and contrast.

There’s also a precision electronic viewfinder with 1.15 million dot resolution that delivers a clear, bright image with 100% frame coverage. Adjustments to exposure, depth of field and colour can be previewed instantly, either in the viewfinder or on the LCD. Effortless composition is aided further by switchable grid line in the finder and LCD screen, plus a new digital levelling gauge.

Enriched creative possibilities

The α55 and α33 are compatible with the full range of over 30 A-mount interchangeable lenses and offer SteadyShot INSIDE. This in-body image stabilisation system provides up to 4 exposure steps of anti-shake correction when shooting handheld.

Both cameras also feature 3D Sweep Panorama, allowing photographers to capture detail-packed extra-wide panoramas with a huge field of view. 3D panoramas can be enjoyed on any compatible 3D HD television. The SLT-A55 is also the first α camera by Sony with integrated GPS, allowing automatic geo-tagging of images and video clips.

The new-generation Exmor™ APS HD CMOS Sensor inside both cameras supports a sophisticated range of digital image compositing and processing functions. This gives even greater artistic possibilities to beginners and photo enthusiasts alike.

Auto HDR is now refined further compared with previous-generation α models. Data from a burst of three frames at bracketed exposure values is automatically combined, creating a single image with extended highlight and shadow detail Multi-frame Noise Reduction ‘stacks’ a high-speed burst of six frames, creating a single low-noise exposure that boosts effective sensitivity as high as ISO 25600.

The new cameras accept both Memory Stick PRO Duo™ (including Memory Stick PRO-HG Duo™) and SD (including both SDHC and SDXC formats) media (all sold separately). Memory Stick PRO-HG Duo HX 30MB per second transfer rate offers the best performance during cameras' continuous shooting mode or when transferring the data to another media.

The new α55 and α33 Single Lens Translucent mirror cameras by Sony are available from September 2010.

Sony releases DSLR-A580 and DSLR-A560

• DSLR-A580 (16.2 megapixels) and DSLR-A560 (14.2 megapixels)
• Fast, responsive shooting up to 7fps
• New 15-point phase-detection autofocus system for rapid, accurate AF tracking
• Full HD Movie shooting
• Advanced imaging functions including 3D Sweep Panorama, Auto HDR and Multi Frame Noise Reduction
• Appealing to photographers ready to explore sophisticated new creative possibilities, the DSLR-A580 and DSLR-A560 from Sony offer unparalleled levels of imaging refinement.

At the heart of both is a new-generation Exmor™ APS HD CMOS Sensor processor. Together with the latest iteration of Sony’s powerful BIONZ imaging processor, it supports high-speed continuous shooting plus a sophisticated range of digital image compositing and processing functions. This gives even greater artistic possibilities to beginners and photo enthusiasts alike.

The A580 and A560 can freeze fleeting photo opportunities at up to 7 fps in Speed Priority Continuous Advance mode. What’s more, Sony’s popular Quick AF Live View system is now more effective than ever. The benefits of live image preview are maximised by a newly developed 15-point phase-detection autofocus system that keeps even moving subjects in pin-sharp focus.

The DSLR-A580 and A560 are compatible with the full α range of over 30 A-mount interchangeable lenses of Sony and Carl Zeiss and offer SteadyShot INSIDE. This in-body sensor shift image stabilisation system provides up to 4 exposure steps of anti-shake correction when shooting handheld.

Full HD movie shooting

Both the A580 and A560 offer Full HD video shooting. Just touch the dedicated Movie button and record detail-packed HD videos and crisp stereo sound in a choice of AVCHD 1080i or web-friendly MP4 formats. Thanks to the large, high-resolution Exmor™ APS HD CMOS Sensor, it’s possible to capture stunning HD movie clips with beautiful background defocus (‘bokeh’) effects.

Effortless composition and image viewing

The A580 and A560 enable exciting new possibilities for framing and viewing the highest-quality still images and video.

Articulating up or down for comfortable framing in any shooting position, the bright 7.5 cm (3.0") Xtra Fine LCD offers a bright, high contrast view with superb detail and colours.

As an additional refinement, new Focus Check Live View mode simplifies critical assessment of the finest image details. A real-time ‘feed’ from the main sensor can be viewed on the LCD monitor, with switchable magnification allowing close-up confirmation of delicate manual focus adjustments. Contrast AF method is selectable in focus check Live View mode.

DSLR enthusiasts will also welcome the bright, high contrast optical viewfinder with 95% frame coverage that provides a supremely detailed view while composing still images. Depth of field preview is now available at the touch of a button.

Both cameras feature 3D Sweep Panorama, allowing photographers to capture detail-packed extra-wide panoramas with a huge field of view. 3D panoramas can be enjoyed on any compatible 3D HD television.

Auto HDR is now refined further compared with previous-generation α models. Data from a burst of three frames at bracketed exposure values is automatically combined, creating a single image with extended highlight and shadow detail. Multi-frame Noise Reduction ‘stacks’ a high-speed burst of six frames, creating a single low-noise exposure that boosts effective sensitivity as high as ISO 25600.

The new cameras accept both Memory Stick PRO Duo™ (including Memory Stick PRO-HG Duo™) and SD (including both SDHC and SDXC formats) media (all sold separately). Memory Stick PRO-HG Duo HX 30MB per second transfer rate offers the best performance during cameras' continuous shooting mode or when transferring the data to another media.

Sony invitation for NDA event on August 24

Electronista have posted a Sony invitation for an August 24 event in Canada, with non-disclosure agreement required, that will be showing "never before seen Sony DSLR products" (notice the plural, which could mean cameras, lenses, etc) along with "soon to be released" models. Since this is an NDA event, it probably means that the actual product announcement for the rest of us will be coming at a later date (which could be hours, days, weeks, months).

Via Electronista

Sony launches DSLR-A390 & DSLR-A290

The α (Alpha) digital SLR range from Sony grows further with two stylish, affordable new entry-level cameras.

Ideal for first-time DSLR users, the DSLR-A390 (α390) and DSLR-A290 (α290) offer a dramatic step up in picture quality and creative options from point-and-shoot compact cameras. Just as importantly, they’re beautifully easy to use, even if you’ve never handled a DSLR before.

With a resolution of 14.2 effective megapixels for flawless, low-noise images, both cameras offer the speedy shooting responses that are prized by DSLR users. The α390 adds the extra benefit of Quick AF Live View. This unique system teams the convenience of live image preview on the tilt-angle Clear Photo LCD with speedy, accurate phase-detection autofocus.

The most affordable new DSLR from Sony, the α290 offers the same 14.2 effective megapixel resolution as the α390 in a compact body that weighs just 456g (excluding battery and media).

Both cameras feature an attractive new grip design that allows even more comfortable handling. Upper control areas of both models have also been revised with a clear, uncluttered new button layout.

Even DSLR novices will find it brilliantly simple to explore the generous creative features of both new cameras. The intuitive Graphic Display makes it easy to understand the relation between shutter speed and aperture, plus the effects of your chosen exposure settings on the final picture. The Help Guide offers clear, concise explanations of camera functions, illustrated by a sample image to show the results you’ll achieve. Quick access to shooting and playback function menus is streamlined by colourful on-screen icons.

The α390 and α290 include a mini-HDMI terminal for direct connection to any HD Ready TV (requires optional cable). Support for PhotoTV HD ensures even better-looking still image reproduction on compatible BRAVIA™ models. BRAVIA™ Sync allows control of slideshow and other camera playback functions in comfort using your TV remote.

The stylish, easy to use new α390 and α290 digital SLR cameras by Sony are available from summer 2010.

Features:

• DSLR-A390 with 14.2 megapixels, Quick AF Live View and 6.7cm (2.7-inch) tilt LCD; DSLR-A290 with 14.2 megapixels
• Compact, stylish body with new grip design and revised button layout for comfortable handling
• Quick AF Live View with tilt LCD (α390) for live image preview with fast, accurate autofocus
• Friendly on-screen Help Guide and Graphic Display
• HDMI output and BRAVIA Sync

Sony roadshow at BIBD Kiulap

BIBD promotion for cardholders

Bank Islam Brunei Darussalam (BIBD), in collaboration with sole distributor of Sony in the country Multitrons Sdn Bhd, is holding a BIBD Cards Deals exclusively for its cardholders.

The cardholders can stand to win fabulous prizes by charging their purchases with their BIBD Mastercard - in the country or overseas - or via their debit cards at participating local merchants.

All cardholders have to do is attach their receipts of purchase with completed BIBD Cards Deals entry forms and drop them into allocated "BIBD Cards Deals" boxes at any of the bank's branches, Sony-authorised dealers and selected merchants.

A grand prize of a 40-inch Sony Bravia LCD television set, along with over 150 prizes of Sony products and World Cup 2010 merchandise, will be up for grabs.

Meanwhile, a Sony roadshow is currently being held at BIBD Kiulap in Setia Kenangan. It will run until May 28.

Article taken from Borneo Bulletin

Sony unveiled NEX mirrorless interchangeable lens cameras

Now photographers can enjoy the superlative picture quality and shooting responses prized by DSLR users in two beautifully compact new cameras that are brilliantly easy to use.

Joining the α family, the NEX-5 and NEX-3 team DSLR-quality imaging with the convenience of interchangeable lenses in a sleek new design that slips easily into a jacket pocket or bag. In contrast with conventional DSLR models, the ‘mirrorless’ construction shrinks the thickness of both cameras to just 24.2mm (NEX-5) at their slimmest point. As a luxurious extra refinement, the NEX-5 features a tough yet light-weight magnesium body, making it the world’s smallest and lightest interchangeable lens digital camera.

At the heart of both cameras is a newly-developed Exmor™ APS HD CMOS sensor with a resolution of 14.2 effective megapixels. Far larger than the sensor inside conventional compact cameras, its key to the extremely low image noise and creative defocus effects that are familiar to DSLR users.

Still and video image quality is further refined by the powerful BIONZ processor that ensures speedy DSLR-style shooting reflexes with quick, precise autofocus and minimal shutter lag. Both cameras can also capture fast-moving action with a high-speed burst of full-resolution images at up to 7fps (AF/AE fixed from first frame).

An elegant, uncluttered user interface – featuring a new ‘never get lost’ menu – makes the powerful creative possibilities of the NEX-5 and NEX-3 accessible to enthusiasts and step-up users alike. Shooting parameters are easily accessed via an intuitive control wheel and two soft keys. Turning the control dial, for example, allows depth of focus changes to be previewed ‘live’ on the LCD, giving effortless control over beautiful, pro-style portraits. Further help for novice users is provided by on-screen shooting tips and a friendly help guide.

Images and camera settings are displayed on the big, bright 7.5cm (3”), Xtra Fine LCD with TruBlack technology that tilts up or down for comfortable viewing in any shooting position. The screen features an auto-brightness function for excellent visibility, even when you’re outdoors. TruBlack screen technology enables an even more vivid, high-contrast view of images and camera settings.

Compatibility with a wide range of interchangeable lenses dramatically expands the artistic possibilities of the E-mount camera system.

Ideal for everyday shooting, the low-profile E 16mm F/2.8 ‘pancake’ lens (SEL16F28) minimises bulk when the camera is being carried in a coat pocket. Its field of view can be boosted even further by the VCL-ECU1 Ultra Wide Converter and VCL-ECF1 Fisheye Converter that deliver high-definition optical performance in a sleek, co-ordinated design.

Featuring in-lens SteadyShot image stabilisation for clearer handheld images, the E 18-55mm F/3.5-5.6 zoom (SEL1855) is a perfect travel partner. The NEX-5 and NEX-3 are available in kit form with either lens, or as a double-lens kit that provides even greater shooting versatility. The NEX-5 can also be specified as a kit with the optional E 18-200 F/3.5-6.3 zoom that offers a powerful 11x magnification range plus Optical SteadyShot image stabilisation with Active Mode at wide angle for steadier movie shooting.

An optional LA-EA1 mount adaptor extends compatibility to the α family of 30 lenses and teleconverters, plus a huge range of other legacy A-mount lenses (Manual Focus only).

The NEX-5 and NEX-3 are also the first α cameras to offer the extra convenience of HD video recording. At the touch of a dedicated Movie REC button, the NEX-3 shoots HD video with stereo sound as compact MPEG4 files that are ideal for PC storage and web sharing. Full HD (1920 x 1080i) video captured by the NEX-5 as high-quality AVCHD files can be enjoyed on a connected HD television. As an option, the smart accessory terminal on both cameras accepts the compact ECM-SST1 Stereo Microphone that captures a high-quality soundtrack for your HD videos.

The NEX-5 and NEX-3 are the first α cameras featuring Sweep Panorama. Just press the shutter button and swing the camera side-to-side or up and down. A high-speed burst of frames is stitched together automatically to create detail-packed 23 megapixel panoramas with a 226 degree effective angle of view. Panoramic files can also be enjoyed in stunning 3D on compatible BRAVIA™ 3D televisions.

As previously introduced on the DSLR-A550, Auto HDR has been further refined. The NEX-5 and NEX-3 can now shoot a high-speed burst of three images at different exposure values that are electronically combined in the camera. This produces a single High Dynamic Range image with extended highlight and shadow detail.

Both cameras come supplied with a super-compact clip-on flash that attaches via the smart accessory terminal when needed for low-light shooting. Other optional accessories include the FDA-SV1 Optical Viewfinder plus colour coordinated cases and shoulder straps.

The NEX-5 and NEX-3 system cameras from Sony are available from summer 2010.

Sony's upcoming ultra compact camera with interchangeable lenses

Sony unveils world's slimmest rugged compact

Cyber-shot™ by Sony is all about catching life’s amazing moments, whatever you’re doing. It’s never been more true with the water, dust, shock and freeze-proof new Cyber-shot™ TX5: Sony’s first ever camera with high-fashion looks that handles just about anything your active lifestyle can throw at it.

At just 17.7mm slim, it’s the world’s thinnest and smallest* waterproof digital still camera. You’ve never seen another weatherproof camera like it: available in five stunning colours (black, silver, pink, green, red), the TX5 is equally at home on smart nights out or on chilly mud-splattered cycle treks.

Whether you’re skiing, swimming, hiking – or just partying hard – the toughest ever Cyber-shot™ keeps pace with the action. Waterproof down to 3m**, the TX5 lets you keep shooting in the pool or while you’re snorkelling. You can even adjust settings on the intuitive 7.5cm (3”) LCD touchscreen while you’re underwater or wearing gloves.

This tough performer also shrugs off dust, and can keep shooting after being dropped from a height of 1.5m***. The TX5 can even deal with freezing conditions down to -10◦C, making Sony’s newest Cyber-shot™ an ideal companion for skiing trips or gruelling adventure weekends.

Beneath the tough exterior you’ll find some equally serious imaging features. With a resolution of 10.2 effective megapixels, the advanced Exmor R™ CMOS Sensor ensures detail-packed pictures, with superlative low-noise imaging performance in low light. It’s a perfect complement for the superb Carl Zeiss lens with 4x optical zoom and 25mm wide angle for perfectly framed shots – from intimate portraits to dramatic travel scenes.

The power packed combination of Exmor R™ CMOS sensor and BIONZ processor enables full resolution continuous burst shooting at up to a blazing 10 frames per second – helping you capture even more unique moments. Handheld Twilight and Anti Motion Blur modes benefit from a high-speed burst of six frames, cutting picture noise by up to 50% for crisp, natural results in low-light conditions where other compact cameras struggle.

Intelligent Sweep Panorama enhances an acclaimed Cyber-shot™ feature. It’s so easy to use: just press the shutter button once and sweep the camera across the scene. The TX5 automatically stitches together a burst of high resolution frames to create a single extra wide image. Perfect for landscapes or big family gatherings, this feature now offers improved processing for seamless panoramas, even when people are moving in the frame.

The enhanced touchscreen interface makes operation easier than ever. Flick a fingertip to scroll though your images, or drag frequently used functions onto the main menu screen for easy access. Touch an icon on the widescreen LCD and the camera switches instantly to HD movie shooting mode, regardless of your current camera settings. With the new Cyber-shot™ TX5 it’s never been easier to grab that ‘once in a lifetime’ moment.

Also available this Spring, the new Cyber-shot™ H55 offers superb optical performance in a compact, elegantly styled body that’s great for travel or everyday shooting.

Assuring detailed, low-noise images, the 14.1 effective megapixel sensor is teamed with a high performance G Lens. Unique to Sony, this premium lens offers a powerful 10x optical zoom range to handle virtually any shooting situation – from wide angle landscapes and group shots to dramatic close-ups.

Optical SteadyShot image stabilisation is enhanced with Active Mode that now offers up to 10x more shake correction while you’re shooting HD video. You’ll enjoy the clearest, steadiest handheld clips yet – even while you’re walking along.

Other features include Sweep Panorama, 720p HD movie recording, Face Detection/Smile Shutter and Intelligent Auto mode for fuss-free shooting in any situation.

Like all models in the 2010 Cyber-shot™ line-up, the TX5 and H55 give you the freedom to select Memory Stick™ PRO Duo, Memory Stick™ PRO-HG, SD or SDHC memory cards to suit your personal preference. Both new cameras are also compatible with a wide range of official Cyber-shot™ accessories by Sony.

A generous range of accessories for the TX5 includes the LCS-THQ – a soft, fashionable case in a choice of colours that uses water repellent materials to dry the camera while carrying it. There’s also the STP-FSA floating strap that safeguards against losing the camera while you’re in the water.

The new Cyber-shot™ DSC-TX5 and DSC-H55 compact digital still cameras are available from end March 2010.

Sony unleashes twelve Cyber-shot compact cameras

Incredible picture quality and great fun to use:

This season’s slim, colourful new Cyber-shot cameras

• Cyber-shot HX5: Imaging innovation with Exmor R CMOS Sensor; G lens with 25mm wide angle and 10x optical zoom; Intelligent Sweep Panorama; AVCHD 1080i Full HD movie; GPS and Compass; Optical SteadyShot Active Mode; Auto HDR
• Cyber-shot W380: Compact, colourful and affordable with 14.1 effective megapixels; f/2.4 G Lens with 24mm wide angle and 5x optical zoom; Sweep Panorama; HD movie
• Cyber-shot TX7: Super-slim and stylish with Exmor R CMOS Sensor, 25mm wide angle lens, 8.9cm (3.5”) TruBlack wide touchscreen; Intelligent Sweep Panorama; AVCHD 1080i Full HD movie; Optical SteadyShot Active Mode; Auto HDR
• Spring’s Cyber-shot line-up is bursting with advanced optical technologies and fun-to-use features that help you capture, share and enjoy a lifetime of precious moments.

A total of twelve new digital cameras from Sony make it easier than ever to grab great-looking photos that really stand out from the crowd.

Cyber-shot HX5: Compact high-zoom with AVCHD and GPS

Inside its compact, purposefully styled new body, the Cyber-shot HX5 houses an incredible wealth of cutting-edge imaging innovation by Sony.

With twice the sensitivity of conventional sensors, the advanced Exmor R CMOS Sensor assures beautifully detailed, low-noise images, even when you’re shooting in low light. It’s a perfect complement for the premium G Lens by Sony with powerful 10x optical zoom. Covering a generous 25-250mm range (35mm equivalent) within a compact body, the high-zoom lens is ideal for any shooting situation from wide-angle landscapes and group shots to dramatic close-ups.

Left your camcorder behind? No problem: as well as brilliant 10.1 megapixel stills, the HX5 captures smooth, brilliantly detailed Full HD video clips for easy sharing. Just touch a button and start recording crisp 1920 x 1080i video footage using the highly efficient AVCHD format. After shooting, connect Cyber-shot to your BRAVIA™ TV and enjoy the show. Alternatively, slip the camera’s Memory Stick™ into the optional DVDirect MC6: you don’t need a PC to burn HD footage onto a DVD to enjoy on your PS3 or Blu-ray Disc™ player.

Optical SteadyShot with new Active Mode cuts camera-shake while you’re shooting handheld HD video. Providing up to 10x more shake correction than conventional cameras, Active Mode gives the clearest, steadiest handheld clips yet – even while you’re walking along.

In a world first, Intelligent Sweep Panorama enhances the unique feature first introduced on last year’s Cyber-shot HX1, TX1 and WX1 models. It’s now easier than ever to create seamless extra-wide angle views, even with moving objects. The camera detects if people or other objects are moving in your field of view as you sweep the camera, using powerful new algorithms to compensate for any mis-matching as images are automatically stitched together.

The HX5 is also the world’s first camera that integrates GPS and Compass functions to enhance your enjoyment of travel photography. Your location is displayed in real time on the large 7.6cm (3”) Clear Photo LCD screen as you’re shooting. When you’re back home, see where geotagged images and video clips were shot as on-line maps with supplied Picture Motion Browser PC software. As an extra refinement, a new Compass function shows which direction you were pointing when the picture was taken.

Making its Cyber-shot debut, HDR (High Dynamic Range) Backlight Correction produces natural, balanced results with high contrast and strongly backlit scenes – a tough test for any camera. The HX5 automatically shoots two frames of the same scene in quick succession, with exposure values optimised for highlights and lowlights respectively. Powerful algorithms then combine the two frames, producing a single, detail-packed HDR image with bright, evenly-exposed highlights and deep shadow detail.

A brand new Portrait shooting mode takes the guesswork out of grabbing beautifully-framed self portraits when you can’t see the LCD screen. Just hold the camera at arm’s length and press the shutter button. Using Face Detection, Cyber-shot detects when you’re framed correctly and fires the shutter automatically. There’s also a 2-person setting that ensures you and a friend are both in shot before firing the shutter.

Cyber-shot W380: leading design and performance

The popular Cyber-shot W Series expands with eight slim, colourful cameras packed with smart features to help everyone take better-looking pictures.

Available in luxurious choice of black, silver, gold and red colour options, the range-leading Cyber-shot W380 showcases an incredible array of imaging innovation at a compelling price.

Sweep Panorama makes it uniquely fun and easy to capture landscapes, city skylines, group portraits and more. Just press the shutter button and sweep the camera to take in the whole scene. Sweep Panorama automatically stitches together a burst of images in moments, creating a single ultra-wide image with a huge field of view up to 185 degrees.

Even slimmer and more compact than its predecessor, it boasts a bright f/2.4 Sony G lens with 5x optical zoom and 24mm wide angle to take full advantage of the CCD sensor’s 14.1 effective megapixel resolution. With an extra wide aperture, this high-quality lens opens up fresh creative possibilities, from smoothly-defocused portraits to atmospheric low-light shooting without flash.

Cyber-shot TX7: ultra-slim looks… and now with Full HD movies

When cutting-edge looks matter as much as fabulous images, the chic lines of the Cyber-shot TX7 stand out from the crowd. Exquisitely finished in a choice of three fashion colours, the slender body conceals a Carl Zeiss 4x optical zoom lens. Unusually for such a thin camera, the 25mm wide angle capability gives you freedom to pack more into each scene – from dramatic landscapes to group scenes and atmospheric portraits.

The generously-sized wide 8.9cm (3.5”) touchscreen LCD and streamlined user interface makes operation beautifully simple. TruBlack screen technology minimises reflections and boosts contrast for a richly detailed view of your shots, even when you’re outdoors in bright daylight.

The Cyber-shot TX7 also features Intelligent Sweep Panorama and 1080i HD video shooting – all accessed in an instant from the intuitive touchscreen.

Share the memories in a moment with PMB Portable

All new Cyber-shot models feature in-built Picture Motion Browser (PMB) Portable software. Just connect the camera via USB to any Internet-ready PC: with just a few clicks it’s easy to upload pictures and video clips directly from Cyber-shot to your favourite image and video sharing sites on the web.

A slot for Memory Stick PRO Duo and SD/SDHC memory cards (sold separately) is offered on all new models to suit users’ personal shooting preferences.

There’s a full range of official accessories by Sony to help you get the best from your Cyber-shot. You’ll never miss another shooting opportunity with the latest generation of InfoLITHIUM™ rechargeable batteries for Cyber-shot. An enhanced new design ensures super-long shooting plus rapid charging in a slim, light, space-saving profile.

The new Cyber-shot line-up of digital still cameras is available from end of January 2010:

Cyber-shot DSC-HX5

Cyber-shot DSC-W390, W380, W370, W360, W350, W330, W320, W310

Cyber-shot DSC-TX7

Cyber-shot DSC-S2100, S2000