New Sony α DSLR cameras, technology and lenses give you faster speeds to capture important moments.

by Team Sony 08/23/2010, in Contact the Blog

There is quite a bit of news to share from the Sony α (alpha) team today as three new cameras and three new lenses have just been unveiled. For you photographers who never want to miss a moment like a subtle smile or a sports action shot, our latest innovations will help you capture these perfect moments.

The first two, the α55 and α33, use a Phase Detection auto focus system for the highest level of focus speed and accuracy for both still and video images. The α55 can shoot and focus continuously at up to 10 frames per second, while the α33 can shoot seven frames per second, achieving shooting speeds that are the fastest in the industry for sub $1000 interchangeable lens cameras (as of Aug 2010).

These cameras use a fixed Translucent Mirror Technology, which allows them to continuously and quickly focus, helping you capture important moments with sharp images. The Translucent Mirror Technology also works while recording video in full HD.  It’s the kind of performance that has been impossible to get in any traditional video capture technology.

The α55 has a large 16.2 megapixel Exmor™ APS HD CMOS sensor and the α33 has 14.2.

“This is the most innovative Interchangeable Lens Digital Camera that Sony has ever created,” said Kristen Elder, director of the digital imaging business group. “Our Translucent Mirror Technology is one of the most significant SLR structural changes in more than a decade.”
The new Translucent Mirror Technology allows light passing through the lens to be directed to the image sensor and the auto focus sensor at the same time. The new structure eliminates a moving mirror mechanism, making the body size smaller and focus time faster since the mirror does not need to be raised and lowered allowing it to focus while it’s shooting instead of in between shots like traditional SLRs.

These cameras boast both constant live view through the 3-inch diagonal Xtra Fine articulated LCD™ with 921,600 dots with TruBlack™ technology and the Tru Finder™ electronic eye-level viewfinder. This  means what you see is what you get with 100%  framing accuracy and real time view of the creative adjustments you make.

Also announced was the α560 which is a traditional DSLR using an optical viewfinder that now captures full HD video and stills at up to seven frames per second using the 14.2 APS HD CMOS sensor.

All three cameras are compatible with all A-mount lenses so video and photography enthusiasts can choose from macro to telephoto lenses.
A newly developed Autofocus sensor assures ultra-fast, high precision focusing. All three cameras use this new 15-point Phase Detect sensor, which significantly increases the auto focus system to lock on to subjects which may not be centered in the frame.

The 55 and 33 use Phase Detection for high speed shooting and HD video capture which tracks rapidly moving subjects accurately. These cameras are the first in the world to have this feature work while recording in Full HD AVCHD™ movie shooting mode. This is the kind of feature that will be very useful for capturing fast action and for catching subjects that move quickly towards or away from the camera.

Other key features to note:
·         Exmor™ APS HD CMOS sensor, BIONZ® high-speed image processing engine and ultra-high ISO sensitivity (ISO 100-12,800) to get the best shot, even in difficult lighting situations.
·         Auto HDR shoots and combines three frames into a single high dynamic range photo with rich shadow and highlight detail.
·         Multi frame noise reduction. (shoots and combines six frames into a single photo)  for smooth low-light imaging at half the noise level and Hand-held Twilight which shoots and combines six frames into a single photo, suppressing blur to enable clear night-scene imaging without a tripod or flash.
·         3D Sweep Panorama™ technology for panoramic photos that can be viewed in 3D on compatible 3D systems and other devices that support 3D technology.

The α55 will be available in October and cost about $750 for the body and $850 for the body and 18-55mm zoom lens. The α33 camera, which will be available in September, will be $650 and $750 for body and 18-55mm zoom lens. Watch out for them at Sony Style® retail stores and at authorized dealers nationwide. The α560 model with the camera body and 18-55mm kit lens will cost about $750 and will be available in October. With the body only, it will cost about $650.

If the new cameras are not enough for the Sony photo enthusiast, we also have 3 new lenses that add to your repertoire and grow the already expansive A mount system of lenses. New today are a Carl Zeiss® Distagon T* 24mm F2 ZA SSM (model SAL24F20Z), a DT 35mm F1.8 SAM (model SAL35F18) and an 85mm F2.8 SAM (model SAL85F28).
“These new lenses and cameras show our commitment to the DSLR market and that we will never stop innovating.” said Kristen Elder.

You can find more info on the cameras and lenses from

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