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Monday, May 18, 2009
Sony Introduces Three Mainstream Alpha Cameras

Sony is making it easy for first-time digital SLR buyers to step up from point-and-shoot digital still cameras with the introduction today of three new α (alpha) cameras (models DSLR-A380, DSLR-A330 and DSLR-A230).

The 10.2 megapixel α230 camera is the lightest, most compact alpha DSLR camera body ever at 15.9 ounces. The 10.2 megapixel α330 and the 14.2 megapixel α380 cameras are also smaller and lighter than their predecessor models (the DSLR-A300 and DSLR-A350, respectively).

SteadyShot INSIDE in-camera image stabilization is built into each camera body, so every α-mount lens benefits from the ability to minimize blur due to camera shake.

Both the α380 and α330 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 α380 and α330 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.

By combining Quick AF Live View and an adjustable LCD, users can frame the scene without holding the camera in front of their face.

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.

The new cameras include dedicated slots for high-capacity Memory Stick PRO Duo, Memory Stick PRO-HG Duo and SD/SDHC media.

The α380, α330 and α230 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 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.

Pre-orders will begin on May 18, 2009 at and at selected retailers in the U.s.. The cameras and a range of accessories will be available in July.

The α380L, α330L and α230L will cost about $850, $650 and $550, respectively. The L series one-lens kit comes with the SAL-1855 standard zoom lens.

The α380Y, α330Y and α230Y will cost about $1050, $850 and $750, respectively. The Y series two-lens kit comes with both the SAL-1855 standard zoom and SAL-55200 telephoto zoom lenses.

The SAL-1855 standard zoom lens will cost about $200.
The SAL-55200 telephoto zoom lens will cost about $230.
The SAL-50F18 portrait lens will cost about $150.
The HVL-F20AM flash will cost about $130.

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