Capture the Moment in Perfect Detail With New Sony DSLR Cameras

Models Deliver Low-Light Performance, Exceptional Shooting Speed and In-Camera
High Dynamic Range

SAN DIEGO, Aug. 27 /PRNewswire/ -- Sony today introduced two a (alpha) DSLR
cameras with a new generation of Exmor(TM) CMOS sensors and BIONZ(TM) image
processors, which make it easy for active shooters to get the best shot and
capture clearer images -- without missing their favorite moments.

The a550 (14.2 megapixels) and a500 (12.3 megapixels) cameras provide
excellent picture quality, particularly in low-light scenarios. A new
generation of Sony(R) Exmor CMOS image sensors employ new low-noise processing
for high-quality pictures. The BIONZ image processor has color-noise reduction
that helps achieve low noise up to ISO 12800, without sacrificing fine detail.

"We are bringing performance of a higher class of cameras within the reach of
a broader group of consumers," said Mark Weir, senior manager of the Digital
Imaging business at Sony Electronics. "Not only do these cameras provide great
value, but they also bring faster shooting speeds and new technologies like
in-camera High Dynamic Range and new Live View features to mainstream photo
enthusiasts."

Fast Shooting Speeds
With its unique sensor-processor combination, the a550 camera is the first
DSLR in its class with seven frames per second shooting speed for under
$1,000. Using the optical viewfinder on both models, you can shoot up to five
frames per second and up to four frames per second with Quick Auto Focus Live
View. This helps you capture the decisive moment when shooting fast moving
subjects like in sports.

In-Camera High Dynamic Range
These are Sony's first DSLR cameras that offer an in-camera High Dynamic Range
(HDR) feature for capturing highlights and shadows, which processes the image
within two seconds. Unlike HDR features in other DSLR cameras, Sony's unique
positional interpolation technology can overcome slight changes in camera
position and align individual shots so that a tripod is not required.

The feature handles severe backlighting and other high-contrast scenes like
looking out a window into bright daylight. The in-camera auto HDR technology
combines the highlight and shadow detail of two separate captures into one
remarkably natural looking image.

Improved Live View
Because composing shots on the LCD monitor is becoming increasingly important
to DSLR users, Sony has equipped these cameras with two Live View functions
and a 3-inch (measured diagonally) LCD screen that tilts 90 degrees up or
down. The a500 has a 230,000 pixel Clear Photo LCD Plus(TM) screen, and the
a550 has a 921,000 pixel Xtra Fine LCD(TM) display.

Sony's Quick AF Live View uses two sensors to maintain the same focusing speed
as with the optical viewfinder. While the speed of Quick AF Live View is ideal
for every day shooting, Manual Focus Check Live View enables critical framing
and magnification for setting precise manual focus in macro and tripod
shooting. Temporary 7x and 14x zoom views enable you to focus on extremely
fine detail while the 1x view shows 100 percent framing in the LCD.

The Quick Auto Focus Live View has been developed with Face Detection
technology to help you get the best shot by recognizing and adjusting for
faces. It is the world's first Face Detection system to work with fast,
high-precision "phase detection" Auto Focus. By tracking up to eight faces,
this system can prioritize auto focus points on a face, and optimize exposure
and white balance for beautiful portraits.

These are Sony's first DSLR cameras that include Smile Shutter((TM))
technology in Live View, which takes the shot when your subject smiles. It
works with Quick Auto Focus Live View to capture spontaneous moments.

Image stabilization helps take blur-free shots by compensating for camera
shake. Typical DSLR systems build image stabilization into selected lenses
only. SteadyShot INSIDE(TM) image stabilization is built into the camera body
itself. Blur will also be reduced with every A-mount lens, including macro and
wide aperture standard zoom lenses, with an effect equivalent to shutter
speeds faster by 2.5 to 4 stops

To make the benefits of macro photography easier and more accessible, Sony is
making available at retail the DT 30mm F/2.8 (model SAL30M28) macro lens. It
captures intricate close-ups, which is difficult to achieve with standard
lenses and is only compatible with APS-C format DSLRs.

Memory Cards
For higher capacity storage with greater connectivity and faster transfer
speeds, the new DSLRs are compatible with Sony's newest 32GB Memory Stick
PRO-HG Duo(TM) HX media. The HX series card is designed to deliver optimal
read and write speeds for a growing number of products that require
high-bandwidth memory in order to capture and store large data files.

Using the HX series media, Sony a (alpha) DSLR users can confidently enjoy
advanced features such as continuous-shooting photography and realize higher
transfer rates of large capacity files to their compatible PC (via supplied
USB adapter). For example with the a550 model, approximately 1500
14-megapixel photos shot in the JPEG+RAW mode can be transferred to a
compatible PC in approximately 26 minutes (HX series media sold separately).

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

Pricing and Availability
The a550 (model DSLR-A550) and a500 (model DSLR-A500), which come with the
camera body only, will cost about $950 and $750 respectively. The a550L and
a500L, which come with the camera body and 18-55 kit lens, will cost about
$1050 and $850, respectively. The SAL30M28 macro lens will be available for
about $200.

The cameras, lens and a range of accessories will be available in October at
Sony Style(R) retail stores (www.sonystyle.com/retail), at military base
exchanges and at authorized dealers nationwide.

SOURCE Sony Electronics

Linda Barger of Sony Electronics Inc., +1-858-942-2986,
linda.barger@am.sony.com; or Lorena D'Amato of Paine PR, +1-212-613-4918,
ldamato@painepr.com, for Sony Electronics Inc.