Sony introduces three mainstream (alpha) cameras designed for first-time digital SLR buyers

    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 easy-to-use (alpha) cameras (models DSLR-A380,
    DSLR-A330 and DSLR-A230), four new lenses, a flash and accessories.

    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 (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 (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(TM) 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(TM)
    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.

    By combining Quick AF Live View and an adjustable LCD, users can frame
    the scene without holding the camera in front of their face, allowing parents,
    for example, to maintain eye-contact when photographing their children for
    more natural expressions.

    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.