Hi- This is Todd Tieman, in Sony’s Digital Imaging Group-
One of the best parts of my job as an Alpha trainer at Sony is announcing new products. I finally get to tell the world all the exciting details that we’ve been keeping under wraps. With today’s announcement of three new easy-to-use α (alpha) cameras (models α380, α330 and α230), four new lenses, a flash and accessories, never has there been a more exciting time for people who want to start taking better pictures by stepping up to a DSLR camera.
DSLR cameras are very high in demand as people realize that while their point and shoot is fun and convenient to have all the time, they are limited by the speed, the lens range, the image quality, etc. DSLR cameras are far faster when you press the shutter and can take multiple frames in a single second. With an imaging sensor that’s approximately ten times bigger than the sensor in a point and shoot the image quality is dramatically better too. Complete the system with a couple lenses and a flash and there is no limit to what you can create!
But many folks are still on the fence as they perceive DSLR cameras to be too complex, too big and heavy, and just too expensive. We fully understand that at Sony and have an affordable solution that’s easy to use and all fits in a small gadget bag!
Easy, “Instant Expert” modes are available from the dial on the top of these cameras for instant access to six commonly photographed situations, each with a new user-friendly Help Guide and example photo to take the guess work out. An intuitive new Graphic Display also helps folks to hone their photographic skills by making it much easier to understand how aperture and shutter speed adjustments will affect their results.
The incredible ease of Sony a Quick AF Live View makes DSLR photography more approachable for the person stepping up to their first DSLR. With Quick AF Live View you compose your shots on the LCD monitor – instead of only in the optical viewfinder. And unlike the live view systems found on compact cameras and other SLR cameras, Quick AF Live View offers nearly instantaneous autofocus response. So it’s much easier to capture the magic moments that DSLR photography is all about. The LCD monitor can even be tilted up or down, making it easy to frame your subject even when taking high-position and low-position shots. The system now includes greater LCD tilt and a brighter display with auto brightness sensor. (α330 & α380 are equipped with Live View)
We know one of the concerns people have about buying a DSLR camera is their size and weight. So we focused on designing these new bodies to be smaller and lighter than the current lineup (α200, α300 and α350). Approximately 15% lighter than the α200 camera, the new α230 is the lightest, most compact alpha DSLR camera body ever, and the α330 and α380 are approximately 16% lighter than their predecessors.
Since a compact/light camera is important so too are compact/light accessories. Our new DT SAM (Smooth Autofocus Motor) lenses give people more affordable and lighter lens choices to compliment their kit lens. The new 50mm f/1.8 and 30mm f/2.8 Macro brings the world of fast-lens portrait and macro photography to everyone, and the updated 55-200 is an ideal mix of range, size/weight, and affordability. Add the new compact flash which extends distance and can bounce light for more drama and you’ve got a complete system that’s affordable, and compact enough to all fit in a small gadget bag!
These new cameras are all equipped with two media slots, including Memory Stick PRO Duo, or Memory Stick PRO-HG Duo and SD/SDHC media (sold separately). With these versatile media options consumers can swap these mainstream cards between their point and shoot and DSLR. Also included on each of these new cameras is a High Definition Media Interface (HDMI) output for viewing images on HD displays, and when connected to compatible Sony BRAVIA TV’s with BRAVIA Sync the TV remote actually controls the camera. (HDMI cable and BRAVIA Sync capable HDTV required, sold separately).
This is an exciting time for people to step-up to Sony α (alpha) DSLR cameras; we make them super-easy and fun to use for the first-timer, very affordable, and portable.
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