News

Sony Electronics has recently launched the Digital
Darkroom, a photo sharing site for consumers to indulge their passion for
photography. In the Digital Darkroom, photo group members can share their photos within
the community; participate in forum discussions; access tutorials; and even
³Ask Sony² about specific products or technologies.

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Sony Electronics has added two new models to its family of S-Frame digital photo frames—including the company’s first 10-inch model here at the PhotoPlus Expo trade show. The new 10-inch and 8-inch digital photo frames (models DPF-D100 and DPF-D80) have high-quality SVGA resolution (800 x 600 pixels) LCD screens. They are Sony’s first digital photo frames that offer a 4:3 aspect ratio.

This apect ratio eliminates borders around the digital photos and allows pictures to fill up the screen. Photos appear larger on theses frames’ displays than digital photo frames with the 16:9 aspect ratio.

In addition to providing high-quality LCD screens, these models have an advanced image processing feature that quickly decodes and displays images. The digital photo frames will dispay images that are up to 48 megapixels or files that are up to 100MB. The digital photo frames have 200MB of available capacity, so you can store hundreds of photos to the device and then return your memory card back to the camera.

Digital images can be loaded onto the internal memory of the digital photo frames from several types of flash memory cards, including Memory Stick PRO, Memory Stick PRO Duo, SD Memory Card, MMC, Compact Flash,  Microdrive and xD-Picture Card.

Photos can also be transferred to the frames via a USB cable (not included) from a personal computer or digital camera. These two new S-Frame models support JPEG and RAW (SRF, SR2, ARW) image file formats.

The S-Frame models offer convenient features including the auto orientation sensor. The photo frame automatically detects whether it has been positioned horzonally or verically and then adjusts the display of the picture accordingly. When the frame is horizontal the Sony logo will light up. When the frame is vertical, the logo turns off and blends into the piano black finish.

Additional features include 10 slide show variations, clock and calendar views, and two index modes so you can preview several photos at once. You can also conserve energy by using the auto power on/off setting to program when you want the frame to turn on in the morning and off at night. Functions of the digital photo frame can be managed remotely using the included controller.

The DPF-D80 digital photo frame is now available for about $180 and the DPF-D100 model will be available in November for about $280. Both will be offered direct at sonystyle.com, at 43 Sony Style® retail stores around the country, and at hundreds of authorized dealers nationwide. Pre-orders are now being accepted for the DPF-D100 unit at sonystyle.com.

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Aimed at experienced shooters looking for value and sophisticated SLR performance, Sony has introduced the full-frame α (alpha) DSLR-A850 camera and a new 28-75mm F2.8 lens.  The α850 model shares the same 24.6 megapixel sensor and most features of the flagship α900 camera, introduced last year, but will be available for just under $2000 (body only).

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A successor to Sony’s Alpha-55 camera, the Alpha-57 can shoot still images at up to 12 frames per second, capture full HD video at 60p, 60i or 24p frame rates and has a variety of creative modes including Auto Portrait Framing, a world’s first technology.

The Sony HX200V is a compact bridge camera with an SLR-like design. It offers an extreme zoom lens that is able to cover wide angle shots with a focal length of 27 mm and tele photos with an extreme tele of 810mm (35 mm film equivalent). The camera offers an integrated image stabilizer (Sony’s “Steady Shot”) to allow shooting with this extreme zoom range. This stabilizer works fine, but can’t really help if you are using the digital zoom function, which allows a 60x zoom, an equivalent of 1620mm.

Sony is making it easy for first-time digital SLR buyers to step up from point-and-shoot digital still cameras with the introduction today of three new easy-to-use α (alpha) cameras (models DSLR-A380, DSLR-A330 and DSLR-A230), four new lenses, a flash and accessories.

The new cameras are designed to overcome challenges faced by many customers taking their first steps in DSLR photography. Without compromising performance and versatility, the new models are smaller, lighter, easier to use and offer innovative expansion options not found in other systems.

The 10.2 megapixel α230 camera is the lightest, most compact alpha DSLR camera body ever at 15.9 ounces. The 10.2 megapixel α330 and the 14.2 megapixel α380 cameras are also smaller and lighter than their predecessor models (the DSLR-A300 and DSLR-A350, respectively). These cameras are also more compact and feature an intuitive control layout that allows for easy single-handed operation.

SteadyShot INSIDE in-camera image stabilization is built into each camera body, so every α-mount lens benefits from the ability to minimize blur due to camera shake.

Quick AF Live View System
Both the α380 and α330 cameras offer Sony’s Quick Autofocus (AF) Live View technology, so you can frame photos on the camera’s LCD screen as well as in the optical viewfinder.  Through the use of a dedicated image sensor, Quick AF Live View maintains the rapid response of a DSLR, while avoiding the focus delay common to other live view systems.

The new cameras feature a 2.7-inch (diagonally) Clear Photo LCD™ screen that is easy to view even in bright sunlight. Additionally, the LCD on the α380 and α330 models can be tilted up or down, making it easy to frame your subject from high or low positions, otherwise difficult to see using an eye-level viewfinder.  The range of adjustment has been increased from their predecessors, making it even easier to get shots from difficult angles.

By combining Quick AF Live View and an adjustable LCD, users can frame the scene without holding the camera in front of their face, allowing parents, for example, to maintain eye-contact when photographing their children for more natural expressions.

An HDMI terminal gives you the option of connecting your camera to a compatible HDTV and playing back your images in high definition quality (HDMI cable required, sold separately). Additionally, BRAVIA Sync works with compatible Sony BRAVIA HDTVs to let you control camera playback using the television’s remote (HDMI cable and BRAVIA Sync capable HDTV required, sold separately).

The new cameras include dedicated slots for high-capacity Memory Stick PRO Duo™, Memory Stick PRO-HG Duo and SD/SDHC media (sold separately).

The α380, α330 and α230 models are Sony’s first DSLR cameras to feature a graphical user interface (GUI) with built-in on-screen Help Guide.

The Help Guide offers clear, concise explanations of various modes and settings, while the Graphic Display helps you understand the relationship between aperture and shutter speed, as well as the effect each has on photographic results.

The new Sony cameras come in camera-and-lens packages. In addition to the two new standard zoom and telephoto lenses that are offered with the camera bodies, the company introduced new portrait and macro lenses. These purpose-built lenses make it much easier to obtain professional-looking, creative results. 

Optimized for use with APS-C sized image sensors, these lenses feature a Smooth Autofocus Motor (SAM) that enables in-lens auto focus (AF) drive for smooth, quiet operation, and high optical performance in a compact size.

The DT 18-55mm F/3.5-5.6 standard zoom lens (model SAL-1855) incorporates aspherical and Extra-low Dispersion (ED) elements to provide an all purpose lens with outstanding image quality.  The DT 55-200mm F/4-5.6 telephoto zoom lens (model SAL-55200/2) features an ED glass element and helps bring distant subjects closer, ideal for capturing sports. Both the SAL-1855 and SAL-55200 lenses are available separately, or packaged as kits with the new cameras.

To make the benefits of portrait and macro photography easier and more accessible, Sony is introducing a DT 50mm F/1.8 portrait lens (model SAL-50F18) and DT 30mm F/2.8 (model SAL-30M28) macro lens.  The wide aperture SAL-50F18 lens helps users capture beautiful portraits with gently defocused backgrounds while the SAL-30M28 macro lens captures intricate close-ups. Both techniques are difficult to achieve with standard lenses. 

To help users take better shots with flash, Sony offers an affordable, compact external flash unit (model HVL-F20AM) that is simple to operate. Unlike a camera’s built-in flash, this external flash provides higher output (Guide Number 20), and enables users to bounce light off the ceiling to eliminate harsh shadows and achieve more even illumination when shooting indoors.

Pricing and Availability
Pre-orders will begin on May 18, 2009 at www.sonystyle.com/retail and at selected retailers nationwide. The cameras and a range of accessories will be available in July at Sony Style retail stores (www.sonystyle.com/retail), at military base exchanges and at authorized dealers nationwide.

The α380L, α330L and α230L will cost about $850, $650 and $550, respectively. The L series one-lens kit comes with the SAL-1855 standard zoom lens.

The α380Y, α330Y and α230Y will cost about $1050, $850 and $750, respectively. The Y series two-lens kit comes with both the SAL-1855 standard zoom and SAL-55200 telephoto zoom lenses.

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