Press Release

September 11, 2006

SONY UNVEILS LATEST FX-SERIES FULL HD 1080 CAMCORDER: CONSUMER-FRIENDLY OPERATION IN A PROFESSIONAL PACKAGE

TORONTO, Ontario – Sony of Canada Ltd., Canada's leading supplier of electronic and computer products for consumers and business, today expanded its Full HD 1080 camcorder line with the introduction of its new FX-Series camcorder – the HDR-FX7 camcorder, which features three-chip ClearVID™ CMOS Sensor technology to deliver exceptional HD video and the utmost in creative control.

Offering consumer-friendly operation in a professional package, the Sony HDR-FX7 camcorder sports a compact body design, weighing in at about three pounds. It is approximately 40 percent smaller and 25 percent lighter than Sony's first prosumer HDV model – the segment-leading HDR-FX1 camcorder.

The HDR-FX7 camcorder can record and play back both 1080i HDV and Standard Definition (SD) DV video on standard miniDV tapes. Recorded HDV video can be conveniently edited with a choice of available HDV, non-linear editing software. Its HDMI interface offers simple, one-cord connection to compatible display devices so you can just plug and play into instead of struggling with multiple cables.
"Our ClearVID CMOS sensor is one of the core technologies used to ensure that customers enjoy the Full HD 1080 experience," said Samuel Yip, Product Manager, Handycam, Audio Video/Information Technology Group, Sony of Canada Ltd. "Advanced camcorder users will be impressed with the richer, more natural-looking video shot with the HDR-FX7 camcorder, especially when shooting outdoors, improved handheld shooting, and long recording times."

The primary benefits of Sony's ClearVID CMOS sensor are high-speed data transfer rates and lower power consumption, which is a real boon when handling data-rich, HD video.

The new camcorder's three-chip configuration combined with Sony's originally-developed Enhanced Imaging Processor results in higher video resolution, greater light sensitivity with minimal picture noise, and more accurate color reproduction than previous Sony models. These combined technologies also bring added functions.

The HDR-FX7 camcorder has a smooth slow record function. With its three sensors, the HDR-FX7 model can capture a six-second burst of video and play it back in 24 seconds as slow motion video. The model's dual record function allows users to capture 1.2-megapixel still images and shoot video simultaneously, with the press of a button.

Fueled by the Sony InfoLithium® L Series battery with STAMINA® technology, the model is highly power-efficient. Users can expect up to eight hours of continuous recording time with the optional largest capacity battery.

The HDR-FX7 camcorder sports a high-resolution viewfinder to accurately check composition, focus and image colour. It also features a high-resolution, 3.5-inch SwivelScreen™ LCD (liquid crystal display) screen with Clear Photo Plus LCD™ technology for superb contrast and accurate colour reproduction.

Ideal for the mobile videomaker, the LCD can be tilted out and swiveled for comfortable viewing in any shooting position. Both the viewfinder and LCD screen can be turned on independently or simultaneously.

The HDR-FX7 camcorder features a Carl Zeiss® Vario-Sonnar® T* lens with a 20X optical zoom range, equivalent to 37.4 – 748mm (35mm equivalent) in 16:9 widescreen mode. With its new digital extender function, the camcorder can magnify video footage 1.5 times greater, realizing a 30X optical zoom without significant degradation of picture quality.

To compensate for the HDR-FX7 camcorder's substantial zoom capability, Sony incorporated an extra-low dispersion lens glass in order to reduce colour distortion. Its built-in Super SteadyShot® optical image stabilization helps to reduce shaky footage, even when shooting handheld at high zoom settings.

In addition to its superb high-def picture quality, the HDR-FX7 camcorder provides extensive manual controls for zoom, focus, shutter speed, white balance, iris, and gain.

Independent manual zoom and focus rings provide a high degree of manual control. Conveniently positioned directly behind the zoom ring, the model's selectable exposure dial now adds iris, along with exposure and auto-exposure shift functions, so that users can easily adjust both gain and shutter speeds.

The HDR-FX7 camcorder will be available in November at a manufacturer's suggested retail price (MSRP) of $4,599.99.

About Sony of Canada Ltd.

Established in 1955, Sony of Canada Ltd. is a wholly-owned subsidiary of Sony Corporation of Tokyo, Japan, a world leader in the manufacture and marketing of electronic and computer products for consumer, business, electronics publishing and multimedia applications on a global scale. With headquarters in Toronto, sales offices in Vancouver and Montreal and distribution centres in Coquitlam, British Columbia, and Whitby, Ontario, approximately 1,000 employees support about 78 Sony stores and a network of more than 500 authorized dealers across Canada.

For further information, please visit us at www.sony.ca, www.thesonystore.ca, www.sonybiz.ca or www.sonystyle.ca, Sony's product information and e-commerce Web site, or contact:

John B. Challinor II   APR   
General Manager, Advertising  
& Corporate Communications   
Sony of Canada Ltd.    
(416) 495-3740    
john_challinor@sony.ca   

Michelle Cowan Lefler
Counsellor
Technology Practice
Silverhammer Public Relations
(416) 324-2024
michelle_cowan_lefler@ca.cohnwolfe.com

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