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Sony Alpha camera prototype
Ilse Jurriën : September 21th 2010 - 17:00 CET
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 Sony A-mount camera prototype : Sony showcases the unique creative possibilities of its full digital imaging line-up at Photokina. Highlights on the Sony stand include latest additions to the α (pronounced ‘Alpha’) range of interchangeable lens digital cameras, Sony CyberShot compact cameras, Handycam HD camcorders, Bloggie Mobile HD snap cameras and S-Frame digital photo frames.
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Sony Alpha interchangeable lens camera prototype
Shown for the first time in Europe, Sony exhibits a new advanced segment camera (prototype) that uses Translucent Mirror Technology. Aimed at photo enthusiasts and step-up amateurs, the new Sony Alpha A-mount camera model builds on the powerful creative possibilities of the first translucent mirror cameras from Sony, the Alpha 55 and Alpha 33, also on display. Unlike conventional DSLR cameras, this innovative design enables super-fast shooting responses with continuous AF during stills and HD video shooting in a compact body. Also presented, new Sony A-mount system accessories currently in development include a flash and Vertical Grip, plus standard zoom and telephoto lenses.
Sony NEX-5 and NEX-3 system cameras
The growing range of Sony E-mount system cameras, lenses and accessories is on display at Photokina. The compact, beautifully styled Sony NEX-5 and Sony NEX-3 feature an APS-C size sensor, allowing photographers to capture DSLR-quality stills and video with the creative freedom of interchangeable lenses. On show are prototypes of seven new Sony E-mount lenses that will be available during 2011 and 2012.
Sony NEX-5 and NEX-3 firmware update
Available from mid-October, a firmware update adds fresh functionality to the Sony NEX-5 and Sony NEX-3. Autofocus operation is now supported when using A-mount SAM and SSM lenses with the optional LA-EA1 Mount Adaptor (upgrade for NEX-VG10 is available from mid-November). There’s also a new custom function that allows assignment to buttons of frequently-used functions, plus a new function to record movies with setup aperture.
Sony Alpha camera prototype
• Camera body : Advanced model, Translucent Mirror Technology, Exmor APS HD CMOS Sensor and AVCHD Full HD video
• Lenses : Standard zoom lens suitable for advanced model and Telephoto Lens (500mm F4G)
• Accessories : Flash and Vertical grip
Sony NEX cameras
• Camera body : Color Variation Concept Models of NEX-5 and NEX-3
• Lenses : Wide fixed focal length CZ, Telephoto zoom, Macro and Portrait lens, all available from 2011. And the High performance standard zoom G, Wide zoom and Mid-telephoto lens, all available from 2012.
• Accessories : Flash
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