Sony Unveils Digital SLR Cameras by ps94506


									                                      Press Release

              Sony Unveils Digital SLR Cameras α350 and α300 with
                          Up to 14.2-Megapixel Resolution
  New D-SLR cameras feature Quick AF Live View and 2.7” two-way tilt LCD for freestyle

Hong Kong, February 1, 2008 – Sony Corporation of Hong Kong Limited further expanded
the α Digital Single-lens Reflex (D-SLR) camera range with two brand new models – α350
and α300. Thanks to the two high performance features incorporated in the α Digital SLR
camera range for the first time – Quick AF Live View and 2.7-inch two-way tilt LCD
monitor, the α350 and α300 promise razor-shape responsiveness and a freestyle shooting

Like every camera on the α range, the α350 and α300 are beautifully styled, brilliantly simple
to use, and embody powerful Sony digital imaging technologies and creative features. The
α350 and α300 boast an impressive 14.2-megapixel and 10.2-megapixel CCD Sensor
respectively. Together with the BIONZ™ Image Processing Engine and ISO3200 with high
ISO noise reduction feature, the α350 and α300 empower users to shoot and enjoy
extraordinary images with refined detail and vibrant colors.

“The α350 and α300 open up a world of exciting new picture opportunities for those who
want to enjoy the benefits of Digital Single-lens Reflex cameras,” said Mr. Koichi
Tsunematsu, Division Managing Director, Hong Kong Marketing Company, Sony
Corporation of Hong Kong Limited. “We are proud to present the new α D-SLR cameras
with the Quick AF Live View and 2.7-inch two-way tilt LCD monitor, allowing users to
shoot high quality pictures with speedy response and freestyle. Users will be amazed at how
easy it is to maximize every moment as they see it.”

Quick AF Live View, Large 2.7-inch Variable LCD Screen, 1200-Zone Metering and
Smart Teleconverter
Unique to Sony, Quick AF Live View technology fuses the convenience of live image
previews with Through-The-Lens (TTL) phase-detection autofocusing – the latter being a key
capability prized by D-SLR users. Sony’s innovative Pentamirror Tilt Mechanism uses a
tilting mirror to direct the light path to a dedicated live view sensor. The switch-over
between optical viewfinder mode and Quick AF Live View mode is done via a simple push
of a switch at the top of the camera. The result is fast and responsive TTL phase-detection
autofocusing in live view mode that is not interrupted by mirror operation. Combined with
the advanced center-cross 9-point autofocus sensor system, the α350 and α300 deliver fast,
accurate autofocusing performance in both live view and optical viewfinder shooting modes.
Also, the increased predictive focusing accuracy makes shooting moving subjects easier.

Both models also feature a large 2.7-inch, variable angle Clear Photo LCD screen with a high
230,400-dot resolution. With a 130-degree upward and 40-degree downward tilt, the variable
angle screen allows for a wider range of shooting angles, giving photographers greater

freedom and comfort when composing images. The impact of exposure and white balance
adjustments can also be conveniently previewed in live view mode.

When shooting in live view mode, an advanced 1200-zone metering system uses the
dedicated live view image sensor to evaluate light levels and color distribution to achieve
optimum image exposure. In addition, the Smart Teleconverter function applies zoom
scaling on images with no reduction in image quality, achieving an equivalent of 1.4x or 2x
magnification with a push of a button.

Best-in-class picture quality with BIONZ™ Image Processing Engine
The α350 features an effective 14.2-megapixel APS-C size (23.5mm x 15.7mm) CCD sensor
while the α300 incorporates an effective 10.2-megapixel APS-C size (23.6mm x 15.8mm)
CCD sensor. The high-resolution CCD Sensor conducts dual noise reduction right on the
sensor itself. Then, the BIONZ™ Image Processing Engine further refines clean, noise-free
digital signals. BIONZ™ has been optimized to process data-rich picture information at high
speeds, and to reduce picture noise in the RAW data stage before final image compression
and encoding. The results are high-resolution, detailed images with rich tonal reproduction.
To ensure best performance, the CCD Sensor is equipped with an anti-dust charge protection
coating on low pass filter to reduce the attraction of dust particles for clear pictures.

The CCD Sensor’s wide dynamic range is also enhanced by Sony’s Dynamic Range
Optimizer that adjusts exposure and contrast for beautiful backlit shots. With the Dynamic
Range Optimizer users can obtain richer shadow and highlight detail in backlit situations. Its
bracketing function can record images captured at three different optimization levels for best-
shot selection.

Low light shooting made easy
High ISO3200 sensitivity further reduces image blur and increases shooting opportunity in
low-lit environments. The Super SteadyShot image stabilization system featured in the α
body reduces the effects of camera shake, allowing you to capture atmospheric shots without
flash. An image-sensor shift mechanism provides the best anti-vibration protection inside the
camera body to offer a blur-free shooting experience with all lenses. This unique feature also
prevents image data loss from hand and camera vibration, maintaining clear and sharp images.
When the Live View mode is on, Super SteadyShot scale and camera-shake warning will be
indicated on the LCD.

Versatile features and more
The α350 and α300 are designed with an array of versatile and easy-to-operate features, such
as 3:2 or 16:9 image size and RAW image quality mode for flexible picture creation. There
are nine white balance modes, nine focus points and different exposure modes to facilitate
shooting. The new percentage battery remaining indicator guarantees no good shots will be

Moreover, the optional vertical grip VG-B30AM allows easy shooting both horizontally and
vertically. It can hold two InfoLithium NP-FM500H batteries for shooting up to 1,460 photos.
The camera will automatically switch to the second battery when the first one runs out. Last
but not least, even the shutter sound adds a delightful touch.

Optional Flash HVL-F42AM
Optimized for use with the α350 and α300, Sony is also launching a new lightweight compact
flash HVL-F42AM. This flash offers a large output guide number of 42 (105mm, ISO100)
and can cover distance of up to 10.5m. It also possesses built-in advanced intelligent features
like Auto WB Adjustment with color temperature info, and Auto Zoom Control optimised for
image sensor size. Adding to the power of the HVL-F42AM is directional freedom in flash
illumination. It offers bouncing angles of 90° upward, left or right, as well as a 24mm
(16mm with wide panel) to 105mm auto zooming. The user-friendly interface of the HVL-
F42AM Flash incorporates intuitive buttons for checking and changing settings. Moreover,
the flash includes upgraded features like short charging time, doubled flashtube life and ADI
metering capability.

The α Digital SLR camera α350 offers the choices of body, single lens kit (α350 body and α
lens SAL1870) and double lens kit (α350 body and α lenses SAL1870 and SAL55200) from
March 2008, while the α300 will be available in single lens kit (α300 and α lens SAL1870)
and double lens kit (α300 body and α lenses SAL1870 and SAL55200) from April 2008.

For customer enquiries, please contact Sony 24-hour customer service hotline at (852) 2345-


About Hong Kong Marketing Company
Hong Kong Marketing Company (HKMC), a division of Sony Corporation of Hong Kong
Limited, provides sales, marketing and after sales services for Sony’s consumer electronics
products as well as broadcast and professional products in Hong Kong and Macau. For more
information on Sony’s products and services, please visit its web site on

Specifications sheet of α Digital SLR cameras α350 and α300

 Model                                 DSLR-α350                            DSLR-α300
 Camera Type                  Digital SLR camera with built-in flash and inter-changeable lenses
 Lens Compaitability           Sony α lens, Minolta and Konica Minolta MAXXUM / DYNAX
 Image Sensor
 Type                                                     CCD Sensor
                            23.5 x 15.7 mm (APS-C type) with        23.6 x 15.8 mm (APS-C type)
                                RGB primary color filters           with RGB primary color filters
 Effective Pixels                Approx. 14.2 megapixels               Approx. 10.2 megapixels
 Total Pixels                    Approx. 14.9 megapixels               Approx. 10.8 megapixels
                              Charge protection coating on low pass filter and image-sensor shift
 Anti-Dust Function
                                                      AUTO, 100 to 3200
 ISO Sensitivity Range
                                     (in 1-step increments, Recommended Exposure Index)
 AD Conversion                                               12-bit
                              JPEG (DCF2.0, Exif 2.21, DPOF), RAW (Sony ARW 2.0 format),
 Image Format
                                                       RAW + JPEG
                                    Aspect Ratio: 3:2                Aspect Ratio: 3:2
                                 L: 4592 x 3056 (14M)             L: 3872 x 2592 (10M)
                                M: 3408 x 2272 (7.7M)            M: 2896 x 1936 (5.6M)
                                 S: 2288 x 1520 (3.5M)            S: 1920 x 1280 (2.5M)
 Image Size
                                   Aspect Ratio: 16:9                    Aspect Ratio: 16:9
                                 L: 4592 x 2576 (12M)                  L: 3872 x 2176 (8.4M)
                                M: 3408 x 1920 (6.5M)                 M: 2896 x 1632 (4.7M)
                                 S: 2288 x 1280 (2.9M)                 S: 1920 x 1088 (2.1M)
 Image Quality Modes                         RAW, RAW + JPEG, Fine, Standard
                                         CompactFlash (Type I, Type II), Microdrive
                             *Separately sold "Memory Stick Duo Adapter for CompactFlash Slot
                             AD-MSCF1" is necessary to use Memory Stick Duo / Memory Stick
                                           PRO Duo / Memory Stick PRO-HG Duo
                              Long Exposure NR: On/Off selectable, available at shutter speeds
 Noise Reduction                                      longer than 1 sec.
                               High ISO NR: On/Off selectable, available at ISO1600 or higher
 Color Space                                         sRGB, Adobe RGB
                                                        Creative Style
 Other Features
                                        D-Range Optimizer (Off, Standard, Advanced)
 White Balance
                                 Auto, Daylight, Shade, Cloudy, Tungsten, Fluorescent, Flash,
                                          Color Temperature / Color filter, Custom
 Bracketing                                     3 frames, H/L level selectable
 Auto Focus System
            Type                                  TTL phase detection system
          Sensor                                      CCD line sensors
     No. of Focus Point                                     9 points
        Sensitivity Range                           0EV to 18EV (ISO100)

                                                    AF/MF selectable.
Focus Modes
                                  AF modes: Single-shot AF, Automatic AF, Continuous AF
Focus Area                              Wide, Spot, Local (9 local areas selectable)
Features                                       Predictive control, Focus lock
Auto Exposure System
           Type                                           TTL metering
           Sensor                             40-segment honeycomb-pattern SPC
           Sensitivity                  EV2 to 20 (EV4 to 20 in Spot metering mode)
           Range                             (at ISO100 equivalent with F1.4 lens)
           Modes                            Multi-segment, Center-weighted, Spot
                              AUTO, Program AUTO, Aperture priority, Shutter priority, Manual,
                              Scene Selection (Portrait, Landscape, Macro, Sports, Sunset, Night /
Exposure                                                  Night portrait)
Setting     Exposure
                                                ±2EV (in 0.3-step increments)
            Bracketing       3 continuous or single exposures selectable, in 0.3/0.7 EV increments
Type                                      Fixed eye-level system, penta-Dach-mirror
Coverage                                                      95%
Magnification                              0.74x (with 50mm lens at infinity, -1m-1 )
Diopter Adjustment                                      -3.0 to +1.0 m-1
                                           Approx. 20.8mm from the eyepiece lens,
                                          Approx. 16.7mm from the eyepiece frame
Focusing Screen                                     Spherical Acute Matte
LCD Monitor
Type                                        2.7-inch type, TFT (Clear Photo LCD)
Total Number of Dots                                     230,400 dots
Coverage                                                    100%
Brightness Adjustment                                Selectable in 5 steps
Live View
Type                                                Pentamirror tilt system
Image Sensor                                        Dedicated to live view
Metering                                       1200-zone evaluative metering
Sensitivity Range                EV2 to 17 (in all metering modes, at ISO100 with F1.4 lens)
Coverage                                                     90%
Smart Teleconverter                                  1.4x or 2x selectable
                               Histogram display, real-time image adjustment display (Exposure
                                compensation, white balance, sunset/B&W of Creative Style)
Type                          Electronically-controlled, vertical-traverse, focal-plane type
Speed Range                                      1/4000 to 30 sec., Bulb
Flash Sync Speed                                        1/160 sec.
Super SteadyShot® (Image Stabilization)
Type                                         Image-sensor shift mechanism
                                   Super SteadyShot scale and Camera-shake warning
                                     (indicated on LCD monitor in live view mode)
                                 Equivalent to approx. 2.5 to 3.5 steps in shutter speeds
Compensation Effect
                                 (varies according to shooting conditions and lens used)

Built-in Flash
Pop-up                                                     Auto
Guide Number                                  GN12 (in meters at ISO100)
Flash Coverage                      18 mm (focal length printed on the lens body)
Control                                        ADI flash / Pre-flash TTL
Flash Compensation                          ±2.0EV (0.3EV steps selectable)
                         Auto (Flash-off), Auto, Fill-flash, Red-eye reduction, Rear sync, Slow
                                            sync, High speed sync, Wireless
Flash Bracketing                        3 exposures in 0.3/0.7-step increments
Recycling Time                                        Approx. 4 sec.
Modes                       Single, Continuous, Self-timer (10 sec./2 sec. delay selectable)
Continuous Shooting         Viewfinder: 2.5 fps max.              Viewfinder: 3 fps max.
Speed                      Live View mode: 2 fps max.           Live View mode: 2 fps max.
                         RAW: 4, RAW+JPEG: 3 images            RAW: 6, RAW+JPEG: 3 images
No. of Frames
                          JPEG (L size, Fine): until the        JPEG (L size, Fine): until the
                              memory card is full                   memory card is full
                          Single (with or without shooting     Single (with or without shooting
                            information, with 4 previous/        information, with 4 previous/
                         following images, RGB histogram      following images, RGB histogram
                           & highlight / shadow warning),       & highlight / shadow warning),
Mode                        4 / 9 / 25 - frame index view,       4 / 9 / 25 - frame index view,
                            enlarged display mode (Max.          enlarged display mode (Max.
                         zoom - L size: 14x, M size: 11x, S   zoom - L size: 12x, M size: 9.1x, S
                           size: 7.2x), Image orientation,      size: 6.1x), Image orientation,
                                       Slideshow                            Slideshow
PC Interface                           USB2.0 Hi-speed (mass-storage, PTP)
                         Microsoft Windows 2000 Professional / Windows XP*SP2 / Windows
Compatible OS
                                         Vista, Mac OS X(v10.1.3) or later
Video Output                                  NTSC / PAL selectable
Print Function
Compatible standards               Exif Print, Print Image Matching III, PictBridge™
                                    One Rechargeable Battery Pack NP-FM500H
                                     *NP-FM55H for DSLR-α100 is not usable.
                                 Approx. 730 images with viewfinder (CIPA standard)
Battery Life
                                Approx. 410 images in live view mode (CIPA standard)
External Power Source           AC Adapter / Charger AC-VQ900AM (sold separately)
Weight                   Approx. 582 g (1lb 4.5oz) (without battery, memory card, accessories)
Dimensions (W x H x D)   Approx. 130.8 x 98.5 x 74.7 mm (5-1/4 x 4 x 3 in) (excl. protrusions)
Operating temperature                           32 – 104°F (0 – 40°C)

Specifications of Sony HVL-F42AM Flash

 Model                                                 HVL-F42AM
 Max. GN                                         42 (Zoom Range 105mm)
 GN                                          30 (Zoom Range 35mm, ISO100)
 Wide End Zoom Range                              24 / 16mm (Wide panel)
                                                       Manual / Auto
 Zoom                                    (Auto adjust to the zoom range of the lens)
                                                (24, 28, 35, 50, 70, 105mm)
 Bounce                                             U90° / R180° / L90°
 Level                                             6 Levels (1/1 ~ 1/32)
 # of times                                          Approx. 180 more
 Flash interval                                   Approx. 0.1sec – 3.7sec
 Flash mode                               ADI metering / P-TTL metering / Manual
 Test                                                        Yes
 AF                                                          Yes
                  Remote                                     Yes
                  Light control                              Yes
 Custom                                                      Yes
 Power Saving Function                                       Yes
 Power                                                  AA No 4pcs
 Size (B x H x D)                                    75 x 123 x 100mm
 Weight                                        340g (excluding AA battery)
 Auto Zoom Control Optimized
 for Image Sensor Size / WB
 Adjustment with Color
 Temperature Info


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