The Alpha wait is over!
Sony made a global announcement in the wee hours of the morning about the latest additions to our DSLR family. I’ve invited Mark Weir, the senior technology and marketing manager for Alpha and Cyber-shot cameras in Sony Electronics’ Digital Imaging and Audio Division, to provide some perspective behind these new product developments in a guest post below.
Hello again from Mark Weir, in Sony’s Digital Imaging group.
By now, you’ve probably had a chance to see the announcement of Sony’s latest expansion of the Alpha system, including the DSLR- α700 camera. (Pre-orders begin today at sonystyle.com.) I hope you are as excited as I am about the new camera, lenses and accessories. I just wanted to convey some of the background behind them.
First and foremost, we wanted to meet your expectations for superior picture quality, so we developed the new 12MP Exmor CMOS imager and Bionz image processor specifically for α700. We think these new devices will help α700 deliver the picture quality you expect from Sony α (Alpha).
We also wanted the α700 to be fast and precise, so we developed all new autofocus, viewfinder and shutter designs. Of special note is the AF precision from dual cross center sensor and the extra f/2.8 sensor for fast aperture lenses. The features and specs provide more detail, but the feeling of responsiveness in your hand really lets you concentrate on your photography.
Many of you have commented passionately on the importance of fast access to camera controls – and we completely agree! Because α700 offers so much control, we created powerful Quick Navigation and Customization which makes the camera not only powerful but intuitive. Many of you will notice we’ve eliminated the traditional “dual control dial” approach from previous cameras –but the new interface gives you even faster and more direct control.
We’re especially proud of the SAL16105 lens being introduced with the α700. Because wide-angle coverage is so important to good composition, the flexibility of a lens with 24mm coverage extending to nearly 160mm can really help your creativity – and it’s a natural companion for α700.
Adding a bit of Sony’s unique character, we’ve also incorporated support for the Photo Optimized playback capability featured in some of Sony’s new Bravia LCD HD TVs. Utilizing its built-in HDMI output connector, α700 can output 1080i HD images, and automatically trigger the Bravia LCD to display with the most accurate color, contrast and image quality.
There’s much more to these new models than I’ve mentioned here. But we hope their focus on image quality,responsiveness and control together with innovative image playback meet the high expectations we know you have for the α (Alpha) DSLR system.
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