α35 DSLR

Making its debut on the α35 camera, Tele-zoom High Speed Shooting magnifies a central portion of the image area providing an effective 1.4x magnification (appx) while shooting at up to 7 fps. Providing continuous tracking autofocus of still or moving objects, this feature is ideal for capturing fast-moving sports. There’s also an up to5.5 fps drive mode that offers full-resolution continuous shooting with tracking AF.

With a resolution of 16.2 effective megapixels, the Exmor APS HD CMOS sensor delivers detailed still and HD video images. Complementing the sensor’s high resolution and sensitivity, the camera’s powerful BIONZ processor optimizes image data. A maximum sensitivity of ISO 12800 and extension to ISO 25600 makes it possible to capture natural still images and HD video in low light.

Advanced Quick AF Live View continuously displays a real-time output from the main image sensor during still or Full HD video shooting. Light is partially directed from the translucent mirror to an AF sensor to permit non-stop precision TTL phase-detection autofocus – a benefit not possible with traditional DSLR cameras.

Shooting stills or AVCHD video, users can enjoy a detailed view on the 3-inch Xtra Fine LCD display.

The high-resolution Tru-Finder display offers a precision alternative to framing shots on the camera’s LCD. Offering a detailed image with full 100% field coverage, it’s ideal for live preview of picture effects and exposure adjustments.

The α35 model offers a new in-camera 'Picture Effect' setting that lets users add extra impact to stills or Full HD video during shooting, without the worry of editing images afterwards. Effects can be previewed on the camera screen, allowing photographers to see the result of a chosen effect instantly rather than post-shooting. The palette of artistic treatments includes Retro Photo, High-key, Toy Camera and Posterization.

Reductions in power consumption boost the camera’s battery life to 440 still shots (approx. when using the rear LCD panel) between battery charges – a 30 percent increase over its predecessor.

The α35 model is compatible with the full range of 32 A-mount interchangeable lenses that includes six Carl Zeiss lenses, as well as the full range of alpha accessories including flashes, carrying cases, LCD monitors and more.

The new camera is compatible with Sony’s full line of SD memory cards, including the newest Class 10 versions, as well as the Memory Stick PRO-HG Duo HX series.

The new α35 interchangeable lens camera will be available this August with an 18-55mm kit zoom lens (model SEL1855) for about $700. It will also be offered as a body-only (without kit lens) for about $600.

NEX-C3

Offered in a range of stylish colors, the NEX-C3 features a new body design that combines a satisfyingly solid metal top casing with a streamlined grip shape. Reducing the size of its internal circuitry visibly shrinks the camera’s size and achieves a body weight of just 225g (approximately 8 ounces) – nearly six percent lighter than its predecessor, the NEX-3 camera.

The resolution of the camera’s large Exmor APS HD CMOS sensor is boosted to 16.2 effective megapixels, capturing stills and 720p HD video. The DSLR-sized sensor also lets users produce pro-quality background defocus effects, whether shooting HD video or stills.

The Photo Creativity interface on the NEX-C3 camera puts controls within easy reach, whether users are shooting stills or HD Video. Technical terms like 'aperture', 'exposure value' and 'white balance' are replaced with the friendlier 'background defocus', 'brightness' and 'color.' A traditional interface with Aperture/Shutter Priority, Manual and custom functions is always available for experienced users.

The camera also features the 'Picture Effect,' a 3-inch (measured diagonally) Xtra Fine LCD and a battery life of 400 still shots per charge.

3D Sweep Panorama mode captures extra-wide images that can be viewed in 3D on a 3D television with compatible 3D glasses. Auto HDR "stacks" a high-speed burst of three successive exposures to capture extreme shadow and highlight details in a single frame. Similarly, Handheld Twilight and Anti-Motion Blur modes automatically combine six exposures to capture smooth, low-noise images. This avoids hand-blur and subject-blur when shooting in available light.

Joining the range of E-mount interchangeable lenses, the SEL30M35 is currently the world’s lightest life-size macro lens (approx 4.9 ounces) for interchangeable-lens cameras. This 30mm F3.5 macro lens features a 1:1 magnification ratio and minimum working distance of just 0.95 inches (2.4 cm). Despite its compact size, the SEL30M35 employs one ED glass and three aspherical lens elements for excellent optical performance, with minimized aberration and very high edge-to-edge sharpness and contrast. The macro lens is supplied with a matching lens hood.

Also available as an option, the new HVL-F20S is a style-matching flash that clips onto the Smart Accessory Terminal of NEX-C3 and other E-mount cameras. Powered directly by the camera, the flash requires no batteries, making it ultra-compact and light weight for travelling. With a GN20 (50mm, at ISO 100, m) flash power rating and adjustable head, it’s ideal for creating natural fill-in and bounce flash effects with portraits and everyday shooting subjects.

The new camera is also compatible with Sony’s full line of SD memory cards, including the newest Class 10 versions, as well as the Memory Stick PRO-HG Duo HX series.

The new NEX-C3 ultra-compact digital camera will be available this August in silver, black and pink with an 18-55mm kit zoom lens (model SEL1855) and will cost about $650. It will also be offered in black only with a 16mm lens (model SEL16F28) for about $600.

The new SEL30M35 E-mount Macro lens will be available this October for about $250 and the HVL-F20S flash will be available this August for about $150.