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  1. #1
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    Official Sony Press Release (New Bodies, Lenses, Flash)

    Link

    SONY INTRODUCES THREE MAINSTREAM ALPHA CAMERAS DESIGNED FOR FIRST-TIME DIGITAL SLR BUYERS


    SAN DIEGO, May 17, 2009 – 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 α (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 Kristen Elder, senior manager for the alpha business at Sony Electronics Inc. “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 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). 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 α-mount lens benefits from the ability to minimize blur due to camera shake.

    Quick AF Live View System

    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. 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 media (sold separately).

    Built-in Help Guide

    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 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 that are offered with the camera bodies, 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. Both the SAL-1855 and SAL-55200 lenses are available separately, or packaged as kits with the new cameras.

    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 18, 2009 at www.sonystyle.com/retail and at selected retailers nationwide. The cameras and a range of accessories will be available in July at Sony Style® retail stores (www.sonystyle.com/retail), at military base exchanges and at authorized dealers nationwide.

    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.
    Images from the Sony Press Release Kit

    Camera Bodies

    Lenses

    DCRP News Post with big pictures

    DPR 3 New Cameras
    DPR 4 New Lenses
    Last edited by dr4gon; 05-17-2009 at 11:04 PM.
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    Canon 7D - 5D | 550EX - 430EX II - (2) PW FlexTT5 | 24-105 f4L | 70-200 f2.8L IS | 100 f2.8L IS | 50 f1.8 II

  2. #2
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    so...ahhh...whats changed ?
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  3. #3
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    Good work, Ryan ... not much for those of us sporting cameras and lenses, but the new crowd definitely will benefit. Summer on the forum should be fun, especially with the tip book in the camera.
    Don Schap - BFA, Digital Photography
    A Photographer Is Forever
    Look, I did not create the optical laws of the Universe ... I simply learned to deal with them.
    Remember: It is usually the GLASS, not the camera (except for moving to Full Frame), that gives you the most improvement in your photography.

    flickr® & Sdi

  4. #4
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    lol i believe this was a primary frustration you had with canon wasnt it Don ? sony has done exactly the same thing, minuscule changes to the "new" models. this is a model release from a company in complete damage control. if you cant develop anything new, whack in a couple of menu changes, bump up the MP's, give out some fancy words like BIONZ, make em look pretty and volia...NEW model...(same result)
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  5. #5
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    Is there anything you are not complaining about?

    SONY is on the verge ... and that's all they have to say about that. I ma pretty certain the Japanese market drives the SONY result, because these cameras are not for the big handed folks.
    Last edited by DonSchap; 05-16-2009 at 07:12 PM.
    Don Schap - BFA, Digital Photography
    A Photographer Is Forever
    Look, I did not create the optical laws of the Universe ... I simply learned to deal with them.
    Remember: It is usually the GLASS, not the camera (except for moving to Full Frame), that gives you the most improvement in your photography.

    flickr® & Sdi

  6. #6
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    Quote Originally Posted by Rooz View Post
    lol i believe this was a primary frustration you had with canon wasnt it Don ? sony has done exactly the same thing, minuscule changes to the "new" models. this is a model release from a company in complete damage control. if you cant develop anything new, whack in a couple of menu changes, bump up the MP's, give out some fancy words like BIONZ, make em look pretty and volia...NEW model...(same result)
    Bioniz ain't new either!

    Yeah, pretty much as expected, nothing new. Sadness.

    Here's to hoping for the A730, or whatever. (Hopefully something really soon).
    flickr

    Canon 7D - 5D | 550EX - 430EX II - (2) PW FlexTT5 | 24-105 f4L | 70-200 f2.8L IS | 100 f2.8L IS | 50 f1.8 II

  7. #7
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    Gesssshhhhhh, OH well, at least the 30mm Macro lens sounds cool. the new flash, I'm just not sure it would work out on the a700, kind of not reaching its potential. Might be o.k. for my use, but I doubt it.
    Sony A700_____________Minolta AF 50mm. F/1.7
    Minolta AF 70-210mm F/3.5-4.5 Tamron AF 17-50mm F/2.8 XR DiII LD Asp. [IF]
    Tamron SP AF 70-200mm. F/2.8 DI LD [IF] Macro
    Tamron AF 70-300mm F/4-5.6 Di LD Macro 1:2
    Tokina AF 28-70mm F/3.5-4.5
    Tokina AF AT-X 80-400mm F/4.5-5.6
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  8. #8
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    Quote Originally Posted by DonSchap View Post
    Is there anything you are not complaining about?

    SONY is on the verge ... and that's all they have to say about that. I ma pretty certain the Japanese market drives the SONY result, because these cameras are not for the big handed folks.
    on the verge of what ? they've been "on the verge" since the a100. sony is no longer a "potential" manufacturer. they are a legitimate player and legitimate players need to bring their A game, not some cosmetic overhaul like they do with point and shoots every year.

    and may i also mention again at this point, that you were venomously vocal about canon when they were making tiny steps in new model replacements, not so vocal now though...
    Last edited by Rooz; 05-17-2009 at 05:13 AM.
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  9. #9
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    What's more important, refinement of solid models (like BMW, Mercedes and Audi does with new models every 5-7 years) or refabrication every couple of years (like Ford, GM, Chrysler)? I know, I know cameras and electronics cycle on a faster time frame.

    But let's face it, at least here in the US, Sony is in catch up mode vying to capture market share over Canon and Nikon. I am continuously asked if I'm shooting with a Canon or Nikon and when I point out my camera is a Sony, I get comments of "gee I didn't know Sony made DSLRs."

    My hope is that if Sony can move its current point and shoot users into the DSLR market, then hopefully the related increase in demand will cause Sony to improve its lens line up. That's where I see Sony truly lacking in the battle for market share over Canon and Nikon.
    Darin Wessel
    α 900
    Zooms: Tamron SP AF70-200mm f2.8 Di LD Macro; Sigma 28-90mm D macro, Konica-Minolta 18-70 f3.5-5.6
    Primes: Minolta 28mm f2.8; Sony 50mm f1.4
    Minolta RC-1000 remote commander

    Film:
    Calumet Cambo CC400 4x5 View Camera
    YashikaMat 6x6 TLR (other accessories)
    Minolta Maxxum 7000 w/ Minolta 35-80mm f/4-5.6 & Minolta 2800 flash
    Minolta Maxxum 5000i & Vivitar 728 AFM flash
    What's next???

  10. #10
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    but seriously they are gonna lose market share with these new models. they could have at least introduced new sensors in these hobbit sized bodies. hopefully it is tweaked and has better performance than the current a350 sensor!
    hopefully they dig themselves out of the grave with a a700 successor or something more mid range like an a500 to at least compete with the D5000 or the D90.
    Canon EOS 7D

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