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Sony Digital SLR photography gets friendly with three easy-to-use new Alpha cameras

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Incredible images are now within everyone’s reach – even if you’ve never picked up a digital SLR before. Sony expands the Alpha family with the α230, α330 and α380:  three easy-to-use digital SLR cameras that make serious picture quality and shooting options brilliantly accessible.

All three cameras have been styled for comfortable handling. The α230 is the world’s lightest digital SLR featuring an APS-C sized image sensor and in-body image stabilisation. Its compact size makes it great for trips away when you want to grab superb pictures without taking up extra space in your luggage.

Control layout on all cameras has been revised with fewer buttons, so even first-time digital SLR users needn’t feel intimidated by the creative options on offer.

Confused by photo jargon? Help is at hand with a friendly new interface on the camera’s clear, bright 2.7-inch LCD screen.  Choose from any of six Scene Selection modes that adjust settings to suit any subject. The on-screen Help Guide explains your selection, complete with a sample image to demonstrate the results you’ll achieve.

It can also be tricky understanding the relationship between shutter speed and aperture. The unique new graphical display shows clearly how your chosen exposure settings will affect the final picture.

Despite their friendly styling and compact size, the latest additions to the Alpha line-up don’t compromise on the picture quality, responsive shooting and advanced creative options prized by digital SLR enthusiasts.

The α330 and α380 feature Quick AF Live View for responsive ‘freestyle’ shooting that keeps pace with what’s happening around you. This unique Sony system combines the benefits of live image preview with speedy and accurate autofocus, even with moving subjects. Now even brighter for a clear view when you’re framing shots in daylight, the 2.7-inch LCD screen tilts up or down (not α230) over an extended angle range, increasing options for comfortable shooting in any position.

Imaging quality is superb, thanks to the APS-C sized CCD sensor working in harmony with the BIONZ image processing engine found on other α cameras. You’ll enjoy flawless, detail-packed pictures with low noise, even when you’re shooting handheld. The powerful BIONZ processor is also key to the new cameras’ speedy responses, allowing continuous shooting at up to 2.5 fps (2 fps in Live View mode – α330 and α380 only).  A new self-timer drive mode grabs a quick burst of 3 or 5 frames, cutting the chances of spoiled portraits and groups shots when someone blinks at the wrong moment.

Like every other Alpha camera, all new models feature SteadyShot INSIDE for clearer pictures when you’re shooting handheld. Sony’s in-body image stabilisation corrects for camera shake whenever you don’t have a tripod handy. Best of all, it works with with the complete family of α interchangeable lenses – so there’s no need to invest in bulky, image-stabilised optics.

For even better looking pictures, a newly-enhanced D-Range Optimiser intelligently adjusts exposure values in scenes containing very bright image areas and deep contrasting shadows. You’ll see the difference with beautifully-exposed results, even in tricky against-the-light shooting situations.

All models connect to any HD Ready TV for a detail-packed big-screen view of your photos. PhotoTV HD support ensures even better-looking still image reproduction on  compatible BRAVIA models.  In an Alpha first, BRAVIA Sync compatibility now allows control of slideshow and other camera playback functions in comfort using your TV remote. Alternatively, slip out the camera’s optional Memory Stick™ to share and enjoy your images with a growing range of other HD viewing possibilities – from VAIO and PLAYSTATION 3 to digital photo frames and photo printers by Sony. For maximum convenience, all new models accept Memory Stick PRO Duo and Memory Stick PRO-HG Duo media as well as SD / SDHC format memory cards. (NB: miniSD, miniSDHC, microSD, microSDHC media require optional adaptor).

There’s a growing range of beautifully designed Alpha system accessories to help you get more from your digital SLR camera. These include a choice of affordable, compact new lenses, including two telephoto zooms plus macro and portrait models. They’re joined by the HVL-F20AM, a slim and light external flash that supplements your Alpha camera’s built-in pop-up flash.

 Technical Specifications

* The measurement method is based on the CIPA standard (CIPA: Camera & Imaging Product Association)

** With optional accessory flash by Sony

*** Without batteries, memory card or accessories

 Environmental Info

Sony is engaged in a constant review of its manufacturing, operational
and business practices to ensure that its products are developed in an environmentally responsible way.

This approach can broadly be divided into three areas:

Product

Halogenated materials can pose a risk to the environment if disposed of improperly. To minimize this risk, halogen-free flame retardants are used for certain printed circuit boards.

The Cybershot HX1 body is made from 100% recycled plastic.

Process

The extended user manual is provided electronically on CD-ROM to reduce paper use.

Product packaging is made from 100% recycled paper to reduce the impact on the environment. VOC (Volatile Organic Compound) – free vegetable oil based ink is used to print the carton.

Planet

Sony is determined to lead the way as a responsible manufacturer, and as a result we are focussing on three key areas of investment:

1.      Reducing CO₂ gas emissions

2.      Increasing the percentage of renewable energy  used in manufacturing facilities

3.      Minimising the resources used by our factories in manufacturing

For more information,please contact your local PR manager or:

Silke Schild, Corporate Communications, Sony Europe

Silke.schild@eu.sony.com  / +44 (0)1932 816 507

About Sony Europe

About Sony:
Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the world’s leading digital entertainment brands. Sony recorded consolidated global annual sales of EUR 55.44 billion (yen 8,871 billion) for the fiscal year ended March 31, 2008, based on an average market exchange rate for the same period of yen 160.0 to the EUR. It employs approximately 180,500 people worldwide.

In Europe, the Sony Group recorded consolidated annual sales of EUR 12.73 billion (yen 2,328 billion) for the fiscal year ended March 31, 2008. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company’s European electronics business and registered consolidated sales of EUR 9.55 billion for the same period.

For more information on Sony Europe, please visit http://www.sony-europe.com and http://www.sony-europe.com/presscenter

“Sony” and “α” are registered trademarks or trademarks of Sony Corporation. All other trademarks are trademarks or registered trademarks of their respective owners.