Sony launches four DSLRs

Sony has announced the release of four new camera – two of them using Translucent Mirror technology.
In a first for the Alpha range, the A33 and A55 use a fixed, translucent mirror that 'splits' the optical pathway between the main image sensor and a separate phase-detection autofocus sensor.
Two more traditional DSLRs, the A560 and A580, have also been announced.


Press release:
The Alpha family of interchangeable lens cameras from Sony grows with the addition of two new, compact, ultra-responsive models, the A55 and A33 models.

Sony's first-ever digital cameras to employ Translucent Mirror Technology these new models 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 available at all times - either via the angle-adjustable 7.5cm (3in) 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. Making the A55 and A33 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 A55 at up to 10fps and the A33 up to 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 A55 and A33 to capture split-second action or fleeting nuances of expression with portrait subjects.

World's first Quick AF Full HD movie shooting
The large sensor size Exmor(tm) APS HD CMOS Sensor inside both cameras lets photographers capture stunning, cinematic HD video footage with beautiful background defocus (bokeh) effects.

The A55 and A33 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 A55 and A33 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 a maximum of 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 A55 and A33 are compatible with the full range of over 30 A-mount interchangeable lenses already available 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 A camera by Sony with integrated GPS, allowing automatic geo-tagging of images and video clips.

The new-generation Exmor(tm) 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 A 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(tm) (including Memory Stick PRO-HG Duo(tm)) 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 A55 and A33 Single Lens Translucent mirror cameras from Sony will be available from September 2010. For more information please visit the Sony website.

Press release:
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 cameras 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 7fps 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 A580 and A560 are compatible with the full α range of over 30 A-mount interchangeable lenses of Sony and Carl Zeiss already available 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.

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.

The new DSLR-A580 and DSLR-A560 digital SLR cameras from Sony will be available from October 2010. For more information please visit the Sony website.