Sony’s new Alpha cameras has Translucent Mirrors

By on January 17, 2011
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Sony Alpha 33 now available across the region; Alpha 55 planned for February release.

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Press release:
Sony Gulf today announced the launch of 55 and 33, the first-ever digital cameras to employ Translucent Mirror Technology, an innovative optical system that opens up dramatic new shooting possibilities.

In contrast with conventional DSLR cameras, Translucent Mirror Technology uses a fixed, translucent mirror that ‘splits’ the optical pathway between the main image sensor and a separate 15-point phase-detection autofocus sensor.

High-resolution live image preview with rapid, accurate phase detection autofocus is thus available at all times – either via the angle-adjustable 7.5cm (3-inch) LCD or precision Tru-Finder (electronic viewfinder). This also ensures that even moving objects stay in sharp focus at all times, whether shooting Full HD video or stills.

Osamu Miura, Managing Director, Sony Gulf FZE, said: “As a leader in innovation, Sony has developed the new line of  cameras to help anyone, from seasoned professionals to amateur photographers, to easily capture DSLR quality images. Translucent Mirror Technology overcomes other traditional limitations of DSLR models with its simplified mechanical design, shrinking camera size and complexity. This makes the 55 or 33 a compelling choice for casual photographers, who wish to capture spontaneous family moments and travel scenes with less to carry.”

The ground-breaking technology allows high-speed shooting with the 55 at up to 10 frames per second (fps) ( 33: 7fps) in Continuous Priority AE mode. This represents the world’s fastest burst continuous AF shooting performance of any interchangeable lens camera with an APS-C size sensor.

The 55 and 33 enable exciting new possibilities for framing and viewing highest-quality video and still images. Already prized by step-up DSLR users and enthusiasts alike, Sony’s Quick AF Live View system is now more effective than ever.

A precision electronic viewfinder with 1.15 million dot resolution delivers a clear, bright image with 100 per cent frame coverage. Adjustments to exposure, depth of field and colour can be previewed instantly, either in the viewfinder or on the LCD. Effortless composition is further aided by a switchable grid line in the finder and LCD screen. Tilting and swivelling freely (to maximum 270 degrees) for comfortable framing at any shooting angle, the bright 7.5 cm (3.0″) (16:9) Xtra Fine LCD offers superb detail and contrast.

The 55 and 33 are compatible with the full range of over 30 A-mount interchangeable lenses and offer SteadyShot INSIDE. This in-body image stabilisation system provides up to four exposure steps of anti-shake correction when shooting handheld.

Both cameras also feature 3D Sweep Panorama, allowing photographers to capture detail-packed extra-wide panoramas with a huge field of view. 3D panoramas can be enjoyed on any compatible 3D HD television. Additionally, the 55 is the first Alpha camera by Sony with integrated GPS, allowing automatic geo-tagging of images and video clips.

The new-generation Exmor™ APS HD CMOS Sensor inside both cameras supports a sophisticated range of digital image compositing and processing functions. This gives even greater artistic possibilities to beginners and photo enthusiasts alike.

The new cameras accept both Memory Stick PRO Duo™ (including Memory Stick PRO-HG Duo™) and SD (including both SDHC and SDXC formats) media (all sold separately).  Memory Stick PRO-HG Duo HX 30MB per second transfer rate offers the best performance during cameras’ continuous shooting mode or when transferring the data to another media.

The 33 cameras are currently available at select outlets across the region. The phased launch of 55 cameras will commence in February 2011.


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Mufaddal Fakhruddin is the Editor for IGN ME and thinks writing in third person about himself in an about me section is weird.

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