Press Release

January 9, 2008

SONY UNVEILS NEW MAINSTREAM DSLR CAMERA

a (alpha) offers consumers user-friendly features for capturing beautiful photos

TORONTO, ON – Sony is advancing the digital single-lens reflex (DSLR) category for mainstream photographers with the introduction of the new a (alpha) DSLR-A200 camera. Announced at CES, the new model features upgrades influenced by the recently-introduced, enthusiast-class DSLR-A700 camera, and replaces the former Sony DSLR-A100 model, which was Sony's first in the DSLR class.

The new model is designed to be faster, lighter and easier to use. Upgraded features include a wider, 2.7-inch Clear Photo LCDTM screen for easy playback viewing; a more compact body and an easily-accessible mode dial. In addition to an easy-to-use function menu, the camera also features improved noise control for higher quality images and an auto focus speed 1.7 times faster than the previous model. Improved predictive control performance; quieter shutter sound and an automatic pop-up flash all contribute to the A200's ability to capture breathtaking photos. A battery life indicator that displays the percentage of battery life remaining signifies to consumers exactly when the camera needs to be recharged, making the A200 extremely user-friendly.

"With the DSLR-A200, consumers can capture high-quality images with advanced technology that's practical and easy to use," said David Oyagi, product manager, DSLR and Memory Stick, Sony Canada. "This model is an ideal step-up for point-and-shoot users who are looking for a camera that can capture virtually all of the photographs they want."

As seen in all a (alpha) camera bodies, the DSLR-A200 camera incorporates Super SteadyShot® image stabilization in the body to allow shooting at shutter speeds of 2.5 to 3.5 steps slower than otherwise possible – a benefit realized with every compatible lens attached to the camera. Compatible lenses encompass all Minolta Maxxum® mount lenses, in addition to Sony # (alpha) lens lineup # including Carl Zeiss® lenses.

High-Quality Images Achieved Time and Time Again

With a 10.2-megapixel (effective) APS CCD image sensor, the DSLR-A200 camera continues to offer high-quality images by allowing more light to pass through to each pixel – increasing sensitivity, reducing noise, and providing greater detail.

Clean, reduced-noise signals are sent from the image sensor to Sony's BIONZ™ processing engine, which processes data-rich picture information at high speeds and reduces picture noise in the RAW data stage before image JPEG conversion. The results are high-resolution, detailed images with rich tonal reproduction.

The DSLR-A200 model supports JPEG and RAW file format support. It has a slot for CompactFlash™ Type I/II media cards. An adaptor for Memory Stick Duo™ media cards is sold separately as an accessory.

In addition to Super SteadyShot image stabilization for virtually blur-free photos, the new model incorporates Sony's D-Range Optimizer (DRO). The optimizer helps capture well-exposed images, especially when shooting high-contrast or backlit scenes that often lead to loss of highlight and shadow detail. Sony's DRO modifies the range from highlights to shadows, (including gain and contrast) with its in-camera hardware processing that produces more natural, evenly-exposed pictures. The camera's image analysis technology studies the captured image data and instantly determines the best exposure and color tonality for the image before JPEG compression.

The BIONZ image processing engine powers the camera up immediately and the eye-start autofocus starts the focusing system before the shutter is even pressed. The camera can shoot up to three continuous frames per second at 10.2-megapixels at the finest JPEG compression level.

As seen in previous a (alpha) models, the new model carries a static-free anti-dust coating on the CCD filter which is gently vibrated to dislodge any dust that might have collected each time the camera is powered off.

Additionally, the DSLR-A200 camera's supplied lithium ion battery offers up to 750 shots per full charge.

Bright and Easy Playback

The camera's smaller, more compact body along with its wider, 2.7-inch Clear Photo LCD TM screen and a new on-screen navigation interface make it easier to carry and to use. The vibrant, easy-to-view screen features 230K-pixel resolution, an anti-reflection coating and glare-reducing layer assures vivid, accurate colors with a wide viewing angle, even in daylight. The on-screen navigation display shows camera settings and key shooting information in large, easy-to-read text. The display's orientation automatically switches from landscape to portrait position when the camera is turned on its side.

Accessories Expand Creative Possibilities

A full line of accessories is available for the A200, including flashes, rechargeable battery packs and several carrying cases. An interesting addition to the camera is the VG-B30AM ergonomic vertical grip equipped with the most essential controls for portrait orientation shooting. It also allows for the use of two InfoLITHIUM® batteries (sold separately) for up to 1,500 shots on a single, full charge.

The DSLR-A200K kit includes the camera body and a DT 18-70mm f3.5-5.6 3.9x zoom lens for approximately $650. It will ship in February and will be available at www.sonystyle.ca or the Sony Store.

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Editors Notes: Camera performance is measured using Camera Imaging Product Association (CIPA) standards. Battery life depends on usage patterns and environmental conditions. The viewable area of LCD displays is measured diagonally.

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 High Definition. Sony provides end-to-end solutions through products that include the market-leading Blu-ray player, BRAVIA televisions, Cyber-shot digital cameras, Handycam Camcorders, VAIO computers, broadcast cameras, IPELA security cameras and video conferencing and many more products that deliver the true entertainment experience.

Sony is one of the most comprehensive entertainment companies in the world with a portfolio that includes electronics, music, movies, games and online businesses. 
 
With headquarters in Toronto, sales offices in Vancouver and Montreal and distribution centres in Coquitlam, British Columbia, and Whitby, Ontario, approximately 1,200 employees support a network of more than 500 authorized dealers and 79 Sony stores across Canada. 

Sony Canada is proud to support the communities in which it operates through corporate sponsorships of organizations that include the Make-a-Wish Foundation Canada, the United Way and Earth Day Canada. 

For more information contact:
Sony of Canada                                                             
Tony Smith                                                                       
Vice President, Marketing Communications                                                                           
tony_smith@sony.ca                                                      

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