Sony has announced three new entry-level DSLRs. The A230, A330 and A380 replace the Alpha 200, 300 and 350. The restyled cameras offer new ergonomics and easy-to-use interfaces, but retain the underlying specification of the predecessor models. As before, the basic model is a 10MP DSLR, the intermediate model adds Sony's fast live view system and the range-topping model gets a 14.2MP sensor. The new Alpha DSLRs are better differentiated from one another, with individual color schemes and grip finishes helping to distingush between the models.

In addition to the restyling, Sony says it has put substantial work into the cameras' image processing engines.

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Press Release:


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/DSHC 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 and at selected retailers nationwide. The cameras and a range of accessories will be available in July at Sony Style® retail stores (, 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.

Sony A230, A330 and A380 specifications

  A230 A330 A380
Price • $550 (one lens kit)
• $750 (two lens kit)
• $650 (one lens kit)
• $850 (two lens kit)
• $850 (one lens kit)
• $1050 (two lens kit)
Sensor • 10.2 million effective pixels
• 10.8 million total pixels
• 23.6 x 15.8 mm CCD sensor
• 1.5x FOV crop
• RGB primary color filter
• 10.2 million effective pixels
• 10.8 million total pixels
• 23.5 x 15.7 mm CCD sensor
• 1.5x FOV crop
• RGB primary color filter
• 14.2 million effective pixels
• 14.9 million total pixels
• 23.6 x 15.8 mm CCD sensor
• 1.5x FOV crop
• RGB primary color filter
Anti-dust measures • Sensor shake system
• Static-free anti-dust coating
Image Stabilization • SteadyShot INSIDE stabilization
Image sizes • 3872 x 2592
• 3872 x 2176
• 2896 x 1936
• 2836 x 1632
• 1920 x 1280
• 1920 x 1088
• 4592 x 3056
• 4592 x 2576
• 3408 x 2272
• 3408x 1920
• 2288 x 1520
• 2288 x 1280
Image quality • RAW
• JPEG Fine
• JPEG Normal
Color space • sRGB
• Adobe RGB
Lens mount • Sony Alpha lenses
(also compatible with Minolta and Konica, Minolta AF lenses)
Autofocus • 9-point AF
Autofocus Modes • Single-Shot AF
• Continuous AF
• Automatic AF
• Manual focus/ Auto Selectable
AF Area mode • Wide
• Spot
• Local
Focus Features • Predictive control
• Focus lock
• Eye-start AF
AF Assist Pop-up flash strobes
Exposure mode • Programmed auto (P) with flexible program
• Shutter-priority auto (S)
• Aperture priority auto (A)
• Manual (M)
• Auto
• Auto Flash Off
• 6 Scene Modes
Metering TTL metering:
• 40 Segment
• Honey-Pattern SPC
Exposure compensation • +/- 2.0 EV
• 1/3 EV steps
Sensitivity • Auto
• ISO 100
• ISO 200
• ISO 400
• ISO 800
• ISO 1600
• ISO 3200
Shutter • 30 to 1/4000 sec
White balance

• Auto
• Daylight
• Shade
• Cloudy
• Tungsten
• Fluorescent
• Flash
• Custom

Image parameters • Preset modes: Standard, Vivid, Portrait, Landscape, Night view, Sunset, B&W
• Contrast, Saturation, Sharpness (-/+3 steps)
Viewfinder • Optical fixed eye-level
• Pentamirror type
• Frame coverage 95% (approx.)
• Viewfinder magnification approx. 0.83x with 50mm lens at infinity; -1.0 m-1
• Spherical Acute Matte focusing screen
• Optical fixed eye-level
• Pentamirror type
• Frame coverage 95% (approx.)
• Viewfinder magnification approx. 0.74x with 50mm lens at infinity; -1.0 m-1
• Spherical Acute Matte focusing screen
LCD monitor • 2.7" TFT LCD
• 230,400 pixel
• 100% coverage
• Selectable in 5 steps
• 2.7" tilting TFT LCD
• 230,400 pixel
• 100% coverage
• Auto Brightness Control (Auto setting in 2 steps, manual setting in 5 steps)
Live View N/A • Tiltable 2.7” Live View LCD w/ 1.4x or 2x selectable Smart Teleconverter
• 90% frame coverage (30 fps display rate)
• Real-time Image adjustment
Built-in flash • Auto pop-up
• Manual pop-up in P, S, A or M modes
• Guide number approx. 10 at ISO 100
Flash mode

• Auto
• Auto (Flash-Off)
• Fill-flash
• Rear flash sync
• Red- Eye Reduction
• Slow sync
• High speed sync
• Wireless Off-Camera Flash

Shooting modes • Single-shot
• Continuous
• Self-timer
• Self-timer Continuous
• Bracketing
• Remote Commander
Self-timer 2 or 10 sec
Continous shooting 2.5 fps 2.5 fps (2 fps in Live View)
Connectivity • USB 2.0 (Hi-Speed)
• Video
Storage • Memory Stick PRO Duo
• SD / SDHC cards
Power Lithium-Ion battery pack NP-FH50
Battery life Approx. 510 shots with viewfinder (CIPA standard) Approx. 510 shots with viewfinder, Approx 230 images in Live View (CIPA standard) Approx. 500 shots with viewfinder, Approx 230 images in Live View (CIPA standard)
Dimensions 128 x 97 x 68 mm (5.2 x 3.9 x 2.7 in) 128 x 97 x 71 mm (5.2 x 3.9 x 2.9 in) 128 x 97 x 71 mm (5.2 x 3.9 x 2.9 in)
(no batt)
452 g (1.15 lb) 491 g (1.29 lb) 489 g (1.28 lb)
Supplied accessories

• BC-VH1 Battery Charger
• NP-FH50 Rechargeable Battery
• Shoulder strap
• Body cap
• Video cable
• Software CD-ROM

Sony A230 images

Sony A330 images

Sony A380 images