Catch the Moment in Perfect Detail With Responsive New DSLR Cameras From Sony

WEYBRIDGE, UK, Aug 27 (MARKET WIRE) --

-- New 12.3/14.2 effective megapixel (a500/ a550) CMOS sensor and new
enhanced BIONZ processor for detail-packed, low-noise images with high
sensitivity up to ISO 12800

-- Auto HDR mode for high dynamic range exposures

-- High-speed continuous shooting up to 5fps (with optical viewfinder)
and 7fps in Speed Priority mode (a550 only)

-- Enhanced Quick AF Live View captures fast-moving action, with Face
Detection for beautiful portraits

-- Manual Focus Check Live View mode for precise, convenient adjustment
of focus and composition

-- 90 degrees upward and 90 degrees downward tilt-angle 3" Xtra Fine LCD
(a550) and intuitive new interface for clear, simple shooting

-- Class-leading shooting stamina (1,000 shots - a500)

-- HDMI output and BRAVIA Sync for control from TV remote

Two powerful, feature-packed digital SLR camera models from Sony make it
easier than ever to capture beautiful pictures, carefree family
portraits, stunning holiday memories and action-packed scenes.

The a500 digital SLR camera (12.3 megapixels) and a550 digital SLR camera
(14.2 megapixels) are packed with advanced Sony technology that combine
the spontaneity and freedom of Live View shooting with generous
possibilities to realise your creative vision.

At the heart of both digital SLR cameras is a new Exmor CMOS sensor that
ensures crisp low-noise images, packed with fine detail and vibrant
colours. Sharing powerful on-chip noise reduction techniques with the
full-frame a900 digital SLR camera, this advanced sensor works with
processing algorithms handled by the newly developed and high-speed BIONZ
engine to deliver premium images plus razor-sharp shooting responses.
Dramatically reduced picture noise now allows super-sensitive shooting at
up to ISO12800, allowing attractive results when shooting handheld in
challenging situations like candlelit interiors.

Thanks to the powerful BIONZ image processing engine, Quick AF Live View
now supports even speedier shooting responses with rapid, precise
autofocus. This makes it easier than ever to capture beautifully relaxed
portraits, dynamic action shots and more.

Powered by the BIONZ image processing engine, fast-moving action can now
be captured effortlessly with faster continuous shooting speeds. Sustained
shooting speeds of up to 4 fps can be achieved in Live View Mode, rising
to 5 fps with the optical viewfinder. New Speed Priority mode on the a550
digital SLR camera raises the bar further still, shooting at an incredible
7 fps (with AF and AE setting maintained from the first frame). It's a
powerful creative tool for capturing the nuances of a portrait subject's
changing expression or dynamic action sequences.

In a digital SLR camera debut, Quick AF Live View now features Face
Detection, prioritising AF on people's faces and fine-tuning
exposure/white balance settings for crisp, beautiful portraits with
natural skin tones. Another digital SLR camera first by Sony that's
already featured on many Cybershot models, Smile Shutter detects faces in
Live View mode, automatically firing the shutter at just the right moment
to capture happy, relaxed smiles.

A special new Manual Focus Check Live View mode assists with fine-tuning
your composition. Low-noise images can be previewed directly from the CMOS
sensor, allowing critical assessment of focus and fine detail, even in low
light. The live image offers 100% field coverage, assisted by framing grid
lines for precise composition. There's also a selectable 7x/14x zoom
function for a close-up confirmation of focus.

The a500 offers a crisp, high-contrast 3-inch Clear Photo LCD Plus screen
with a tilt range for clear, comfortable composition and reviewing shots.
The a550 features a superb (921k dot) 3-inch Xtra Fine LCD screen for
critical focusing and photo-quality viewing with class-leading colour,
contrast and detailing. The screen tilts up or down over a 90 degrees
upward and 90 degrees downward , allowing uncompromised 'free-angle' live
view shooting in any position. An ambient light sensor automatically
boosts LCD brightness for extra screen clarity when surrounding light
levels are high while both cameras also feature a clear, bright optical
viewfinder with wide 95% field coverage for framing and focusing as an
alternative to live view shooting.

Both digital SLR camera operations are brilliantly simple, thanks to a
redesigned on-screen interface that provides easy access to functions and
settings during live view operation. A unique Graphic Display gives a
clear, intuitive indication of how shutter speed and aperture adjustments
will affect the final image.

Creative options are broadened by new Auto HDR mode that captures a huge
range of shadow and highlight detail in landscapes, interiors and other
scenes. Previously accessible only to enthusiasts equipped with a tripod
and image processing software, HDR (High Dynamic Range) is a specialist
technique that combines two or more frames shot at different exposure
settings. The a500 and a550 digital SLR camera both use powerful
algorithms to combine and optimise two successive frames in only 2
seconds, correcting any misalignment between frames when shooting
handheld, which is a Sony unique technology. The result is a single HDR
image emulating the huge natural tonal range of human vision -- with no
PC or tripod needed.

The D-Range Optimiser featured in previous digital SLR camera models has
been enhanced for even better results with backlit portraits and other
tricky high-contrast scenes. The powerful BIONZ engine now optimises image
data in real time even in continuous shooting mode, processing brightness
and contrast in individual areas of each exposure for balanced, natural
looking results. Optimisation can also be selected manually from 5
processing levels.

A Smart Teleconvertor button instantly boosts image size by 1.4x or 2x to
extend your camera's zoom lens range further for frame-filling close-ups.

Like all digital SLR camera models by Sony, both new cameras feature
SteadyShot INSIDE, the powerful optical image stabiliser that cuts the
effects of camera shake by up to 4 EV steps while shooting handheld with
any lens.

After shooting, it's easy to connect both cameras to your BRAVIA
television via HDMI (requires optional cable) for a stunning big-screen
view of your shots. Compatible BRAVIA models automatically switch to
PhotoTV HD mode for optimised still image playback with incredible
detail, colour and clarity. BRAVIA Sync lets you control image slideshows
in comfort via your TV's remote.

Both cameras let you capture even more incredible moments without the
worry of running out of power. The InfoLITHIUM rechargeable battery pack
(NP-FM500H) of the a500 allows up to 1000 shots (CIPA test, approx.
figure) -- the highest capacity of any a series digital SLR camera
battery to date. The battery of the a550 delivers up to 950 shots from a
single charge.

If you're hungry for even more shooting stamina, the new VG-B50AM Vertical
Control Grip holds up to two NP-FM500H batteries. This premium grip gives
a500 users an incredible 2,000 shot maximum capacity (a550: 1,900 shots),
with automatic switchover between batteries and accurate display of power
remaining in % increments on the camera's LCD. An additional shutter
release and dual controls support comfortable, accurate shooting in either
portrait or landscape positions.

Also, with Memory Stick at the heart of the Sony a, you have every
advantage. The advanced Memory Stick PRO-HG Duo HX (4GB, 8GB, 16GB or
32GB) is the perfect tool for continuous shooting mode, with the ideal
combination of massive storage capacity and blisteringly fast operation.
Memory Stick PRO-HG Duo HX 32GB will never miss the key shot because the
number of pictures taken in 1 min is approx 270* photos (in RAW+JPEG/L
(12M).Delivered with USB Adaptor, Memory Stick PRO-HG Duo HX 32GB is ideal
for users who want to transfer data in high speed: approx. 1700(1)
pictures in L (12M) size at RAW+JPEG mode in 26 minutes.

The a500 and a550 digital SLR camera models are available from the end of
October 2009.

Key technical specifications:
----------------------- ------------------------ ------------------------
Features a500 a550
----------------------- ------------------------ ------------------------
Effective Megapixels Approx. 12.3 Approx. 14.2
----------------------- ------------------------ ------------------------
Lens compatibility Sony a lens, Minolta and Sony a lens, Minolta and
Konica Minolta AF lens Konica Minolta AF lens
----------------------- ------------------------ ------------------------
Image sensor APS-C size (23.5x15.6mm) APS-C size (23.4x15.6mm)
CMOS sensor "Exmor" with CMOS sensor "Exmor" with
RGB primary color RGB primary color
filters filters
----------------------- ------------------------ ------------------------
Processor BIONZ image processor BIONZ image processor
----------------------- ------------------------ ------------------------
Maximum ISO Sensitivity AUTO (ISO 200-1600), 200 AUTO (ISO 200-1600), 200
to 12800 selectable (in to 12800 selectable (in
1EV step, Recommended 1EV step, Recommended
Exposure Index) Exposure Index)
----------------------- ------------------------ ------------------------
Image Quality Modes RAW, RAW+JPEG, Fine, RAW, RAW+JPEG, Fine,
Standard Standard
----------------------- ------------------------ ------------------------
HDMI connector and HDMI mini connector HDMI mini connector
Bravia Sync (Type C), BRAVIA Sync (Type C), BRAVIA Sync
(Sync menu), PhotoTV HD (Sync menu), PhotoTV HD
----------------------- ------------------------ ------------------------
Image Size: 3:2 L size: 4272x2848 L size: 4592x3056
(pixels) (12M), M size: (14M), M size:
3104x2072(6.4M), S size: 3344x2224 (7.4M), S
2128x1416 (3.0M) size: 2288x1520 (3.5M)
----------------------- ------------------------ ------------------------
Viewfinder Type Fixed eye-level, Fixed eye-level,
penta-Dach-mirror penta-Dach-mirror
----------------------- ------------------------ ------------------------
LCD 3.0-inch type, TFT Clear
Photo LCD Plus (230,400 3.0-inch type, TFT Xtra
dots) Fine LCD (921,600 dots)
----------------------- ------------------------ ------------------------
Quick AF Live View YES YES
----------------------- ------------------------ ------------------------
Manual Focus Check
Live View YES YES
----------------------- ------------------------ ------------------------
SteadyShot INSIDE YES YES
----------------------- ------------------------ ------------------------
Anti-dust System Coating on low pass Coating on low pass
filter, plus filter, plus
image-sensor shift image-sensor shift
----------------------- ------------------------ ------------------------
Focus Modes AF/MF selectable. AF/MF selectable.
AF modes: Single-shot AF modes: Single-shot
AF, Automatic AF, AF, Automatic AF,
Continuous AF Continuous AF
----------------------- ------------------------ ------------------------
TTL phase detection TTL phase detection
Autofocus system; CCD line sensors system; CCD line sensors
----------------------- ------------------------ ------------------------
Focus Points 9 9
----------------------- ------------------------ ------------------------
Exposure Modes Programmed AE (AUTO, Programmed AE (AUTO,
AUTO - Flash Off, P), AUTO - Flash Off, P),
Aperture priority, Aperture priority,
Shutter priority, Shutter priority,
Manual, Scene selection Manual, Scene selection
----------------------- ------------------------ ------------------------
Exposure Metering Modes Multi-segment, Multi-segment,
Centre-weighted, Spot Centre-weighted, Spot
----------------------- ------------------------ ------------------------
Exposure Metering 40-segment 40-segment
Sensor honeycomb-pattern SPC honeycomb-pattern SPC
----------------------- ------------------------ ------------------------
Scene Selection Portrait, Landscape, Portrait, Landscape,
Macro, Sports, Sunset, Macro, Sports, Sunset,
Night portrait Night portrait
----------------------- ------------------------ ------------------------
Creative Style Settings 6 6
----------------------- ------------------------ ------------------------
Shutter Speed 1/4000-30sec 1/4000-30sec
----------------------- ------------------------ ------------------------
Exposure Bracketing 3 continuous exposures, 3 continuous exposures,
in 0.3 or 0.7 EV steps in 0.3 or 0.7 EV steps
----------------------- ------------------------ ------------------------
White Balance Settings Auto / 6 presets / Auto / 6 presets /
Colour Colour
Temperature/ Colour Temperature/ Colour
Filter / Custom WB Filter / Custom WB
----------------------- ------------------------ ------------------------
Continuous Advance Up to 5 fps with optical Up to 5 fps with optical
Shooting viewfinder, 4 fps with viewfinder, 4 fps with
live view live view and 7 fps in
speed priority mode.
----------------------- ------------------------ ------------------------
Approx. no. of shots Approx. 1000 shots (with Approx. 950 shots (with
viewfinder) viewfinder)
----------------------- ------------------------ ------------------------
Built-in Flash Auto pop-up - GN 12 at Auto pop-up - GN 12 at
ISO 100 conversion up to ISO 100 conversion up to
18mm 18mm
----------------------- ------------------------ ------------------------
Flash Modes Flash-off, Auto, Flash-off, Auto,
Fill-flash, Slow sync, Fill-flash, Slow sync,
Rear Sync., Wireless*, Rear Sync., Wireless*,
Hi-speed sync.*, Hi-speed sync.*,
*With external flash *With external flash
HVL-F58AM, HVL-F56AM, HVL-F58AM, HVL-F56AM,
HVL-F42AM, HVL-F36AM HVL-F42AM, HVL-F36AM
----------------------- ------------------------ ------------------------
Media "Memory Stick PRO Duo", "Memory Stick PRO Duo",
"Memory Stick PRO-HG "Memory Stick PRO-HG
Duo", SD memory card, Duo", SD memory card,
SDHC memory card SDHC memory card
----------------------- ------------------------ ------------------------
Dimensions (W x H x D) Approx. 137 x 104 x 84mm Approx. 137 x 104 x 84mm
(5-1/2 x 4 1/8 x 3 3/8 (5-1/2 x 4 1/8 x 3 3/8
in.) (W/H/D, excluding in.) (W/H/D, excluding
protrusions) protrusions)
----------------------- ------------------------ ------------------------
Weight Approx. 597g Approx. 599g
----------------------- ------------------------ ------------------------

Environmental Info

Sony is engaged in a constant review of its manufacturing, operational
and business practices to ensure that its products are developed in an
environmentally responsible way.

This approach can broadly be divided into three areas:

Product

-- Halogenated materials can pose a risk to the environment if
disposed of improperly. To minimize this risk, halogen-free flame
retardants are used for certain printed circuit boards.

Process

-- The extended user manual is provided electronically on CD-ROM to
reduce paper use.

-- Product packaging is made from 100% recycled paper to reduce the
impact on the environment. VOC (Volatile Organic Compound) -- free
vegetable oil based ink is used to print the carton

Planet

Sony is determined to lead the way as a responsible
manufacturer, and as a result we are focussing on three key areas of
investment:

1. Reducing CO2 gas emissions

2. Increasing the percentage of renewable energy used in manufacturing
facilities

3. Minimising the resources used by our factories in manufacturing

About Sony:

Sony is a leading global innovator of audio, video, communications and
information technology products for both the consumer and professional
markets. Sony is renowned for its audio-visual products, such as the
BRAVIA LCD High Definition (HD) television, Cyber-shot digital camera,
Handycam camcorder and Walkman MP3 player as well as its VAIO personal
computers and HD professional broadcast equipment, highlighted by the
XDCAM HD. Offering a complete end-to-end HD value chain and with its
electronics, music, pictures, game and online businesses, Sony is one of
the world's leading digital entertainment brands, employing approximately
170,000 people worldwide.

Through its long-term football partnerships as an official sponsor of the
UEFA Champions League until 2012, Official FIFA Partner until 2014 and
global sponsor of the FIFA World Cup in 2010 and 2014, Sony is inspiring a
sense of excitement for the millions of football fans around the world.

"Sony," "Exmor," "BRAVIA," "a," "SteadyShot" are registered trademarks or
trademarks of Sony Corporation. All other trademarks are trademarks or
registered trademarks of their respective owners.

(1) these figures are measured under certain conditions

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