Uniquely Matched to Customers' Needs
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.
"Our new a (alpha) cameras, lenses and accessories make it easier for new users to get the great photos they expect without the steep learning curve that DSLRs have traditionally required," said David Oyagi, marketing manager for the a (alpha) business at Sony of Canada Ltd. "By overcoming the obstacles, we've made it much easier for newcomers to take great pictures with DSLRs."
Light and Compact
The 10.2 megapixel a230 camera is the lightest, most compact alpha DSLR camera body ever at 15.9 ounces. The 10.2 megapixel a330 and the 14.2 megapixel a380 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 a-mount lens benefits from the ability to minimize blur due to camera shake.
Quick AF Live View System
Both the a380 and a330 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 a380 and a330 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.
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 (sold separately).
Built-in Help Guide
The a380, a330 and a230 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.
Systems, Lenses and Flash
Making it easier for first-time DSLR users to get started, the new Sony cameras come in camera-and-lens packages. In addition to the two new standard zoom and telephoto lenses, 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.
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 19, 2009 at http://www.sonystyle.ca/dslr. The cameras and a range of accessories will be available in June and July at Sony Style® retail stores (www.sonystyle.ca/retail), and at authorized dealers across
The a380L, a330L and a230L will cost about $850, $700 and $600, respectively. All L series kits come with the SAL-1855 standard zoom lens.
About Sony of Canada Ltd.
Established in 1955, Sony of Canada Ltd. is a wholly-owned subsidiary of Sony Corporation, of
Sony is one of the most comprehensive entertainment companies in the world with a portfolio that includes electronics, music, movies, games and online businesses.
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