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Sony shares its digital imaging strategy

By dpreview staff on Feb 21, 2010 at 18:00 GMT

PMA 2010: Sony has decided to keep no secrets and has outlined its forthcoming plans for 2010, including an APS-C competitor for micro Four Thirds. The company has mockup images of a compact, slimline camera, plus three lenses including a currently-fashionable pancake prime. Alpha SLR enthusiasts will be heartened by a promised successor to the highly-regarded A700 that will shoot AVCHD video, shown alongside an as-yet unidentified, smaller video-capable body. Finally the high end is catered for by an upcoming Carl Zeiss Distagon T* 24mm F2 wideangle lens, and a 500mm F4 G telephoto in what appears to be the same silver finish as graces the 70-400mm F4-5.6.

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Sony highlights digital imaging strategy at PMA


Ultra-compact new camera with interchangeable lenses, APS-size sensor and AVCHD; more additions to α DSLR line-up

  • Ultra-compact new α camera with interchangeable lenses in development for launch 2010
  • Additions to mainstream α family and mid-range successor to α700
  • New lenses in development including Distagon T* 24mm f/2 ZA SSM 24mm, new Carl Zeiss wide angle lens and Super Telephoto 500mm f/4 G Lens

February 2010: At PMA this year, Sony confirms plans to further expand the appeal of its digital imaging range. Additions to the α (”alpha”) range of DSLR cameras will be joined by a new product concept that makes high-quality imaging accessible to an even wider audience of photographers.

Ultra-compact camera with interchangeable lenses and APS-C sensor
In 2010 Sony will introduce a new ultra-compact camera with interchangeable lenses that teams “any time, anywhere” convenience with DSLR picture quality. Exhibited in early concept mock-up form at PMA, the camera features a newly-developed Exmor APS HD CMOS sensor. It will also support HD video recording using the efficient AVCHD format. Shown in mock-up form alongside the compact, easy-to-use new camera is a selection of compatible interchangeable lenses.

Mainstream DSLR range to grow further
Sony also confirms that the current α range will continue to grow with the introduction of further new mainstream DSLR models using the newly-developed Exmor APS HD CMOS sensor and integrating HD video function with AVCHD format.

Shown in concept mock-up form at PMA is a successor to the α700, Sony’s acclaimed mid-range camera body that has found favour with ‘prosumers’ and enthusiasts.

New DSLR lenses from Sony
The α family of over 30 interchangeable lenses and teleconverters is set to grow with the addition of exciting new models.

Shown in advanced pre-production form at PMA is the Distagon T* 24mm f/2 ZA SSM Carl Zeiss wide angle lens. Scheduled for launch in 2010, this bright, wide angle prime is an ideal choice for reportage, naturally lit interiors and other quality-critical handheld shooting applications.

Displayed as a mock-up on the Sony booth, the newest lens to carry the G Lens name is a bright, high-power Super Telephoto 500mm f/4 G with class-leading optical performance.

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