Amazing reactions: New Alpha D-SLR with 14.2 megapixels and Quick AF Live View

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The Alpha digital SLR family grows with two new cameras from Sony that team responsive 'freestyle' Quick AF Live View for responsive shooting with class-leading image quality and powerful, easy-to-use creative features.

The Alpha digital SLR family grows with two new cameras from Sony that team responsive 'freestyle' Quick AF Live View for responsive shooting with class-leading image quality and powerful, easy-to-use creative features.

The Alpha 350 incorporates a brand new 14.2 effective megapixel APS-C type CCD sensor for amazingly detailed, lifelike imaging. It's partnered by the Alpha 300 that offers near-identical features with a sensor resolution of 10.2 megapixels.

Both new cameras bring the Alpha line-up to four feature-packed, easy to use models from the entry-level Alpha 200 to the tough, responsive Alpha 700 for enthusiasts and semi-professionals. There's also a comprehensive Alpha family of more than 24 compatible lenses plus lighting systems and other accessories.

Quick AF Live View for high-speed, creative shooting
The Alpha 350 and Alpha 300 are the first digital SLR cameras to feature Quick AF Live View technology. Unique to Sony, this all-new system fuses the convenience of live image preview with the responsive TTL phase-detection system and rapid continuous shooting that's prized by digital SLR users. For the first time ever, Quick AF Live View overcomes the technical limitations that have made ultra-fast shooting and viewing impossible in live view mode.

In addition, an advanced new centre-cross 9 point AF sensor assures faster, more accurate AF performance in live view as well as optical viewfinder shooting modes.

Photographers of all abilities can compose images with greater comfort and freedom using the 2.7-inch LCD screen. Tilting upwards by up to 130 degrees and down by up to 40 degrees, the variable-angle screen allows photographers to remain face-to-face with their subject. The effects of exposure compensation and white balance can be conveniently previewed in live view mode. There's also a bright, clear optical viewfinder that offers an alternative to live view shooting.

Superb imaging quality
The Alpha 350 features the latest iteration of Sony's advanced BIONZ image processing engine that optimises the extraordinary performance potential of the high-resolution CCD sensor.

Powered by the BIONZ processor, the enhanced D-Range Optimiser automatically ensures balanced exposures with rich shadow and highlight detail. Improved detection of backlit scenes now delivers even more beautiful results, even with problematic against-the-light subjects.

Sensitivity is boosted to a maximum ISO 3200, allowing successful handheld shooting in low-light conditions without flash. A special High ISO Noise Reduction mode improves picture quality still further at increased sensitivity settings.

Super SteadyShotâ„¢ inside now offers improved anti-shake performance when shooting handheld with all Alpha lenses. A new control algorithm now boosts correction to between 2.5 and 3.5 steps, compared with the 2.0-3.5 step range of the Alpha 100.

Greater shooting and viewing convenience
The Alpha 350 and Alpha 300 have been designed for greater shooting comfort and wider creative options, even for entry-level photographers who haven't handled a digital SLR camera before.

Available in Live View mode, a Smart Teleconverter function gives an instant digital zoom factor of 1.4x or 2x to increase the effective focal length range of your chosen Alpha lens. Even with digital zoom activated, the extremely high resolution of the camera's 14.2 megapixel sensor ensures flawless, detail packed enlargements.

Both cameras are brilliantly easy to use, thanks to the intuitive display that lists frequently used functions with a quick press of the Function button.

In common with other Alpha models, the Anti-Dust drive and protective sensor coating minimise the harmful effects of dust entering the camera body during lens exchange.

Both models also feature a class-leading shooting stamina of up to 730* images (410 images in Live View mode) from a single charge of the high capacity InfoLITHIUMâ„¢ battery (NP-FM500H). Accurate confirmation of remaining capacity is displayed in % increments on the 2.7-inch LCD for extended shooting without worrying about power levels.
*CIPA standard

Available as an option, the powerful new HVL-F42AM Flash unit is ideally suited to the needs of experienced digital photographers and newcomers alike. Alongside ADI metering and wireless remote operation, it offers automatic WB adjustment with colour temperature information plus an evolved Bounce System with vertical adjustment up to 90 degrees, left to 90 degrees and right to 180 degrees.

Also optional, the VG-B30AM Vertical Grip allows comfortable handling in portrait or landscape shooting positions. The grip holds up to two NP FM500H Rechargeable Battery Packs for an extended shooting stamina of up to 1460* images (820 images in Live View mode) from a single charge.
CIPA standard

Both cameras can utilise the new GPS-CS1KASP GPS Unit. Compatible with all new Sony Alpha, Cyber-shot and Handycam models, this ultra-portable unit records up to a month's worth of global positioning data to help map your memories. Photos can be tagged with position information and shown in place as online maps, or displayed as a 'footprint' of your travel route.

Availability
The Alpha 350 Digital SLR camera will be available from the beginning of March in the following kits:
350 body only
350 with DT18-70mm F3.5-5.6 lens
350 with DT18-70mm F3.5-5.6 and DT55-200 F4-5.6 lens

The Alpha 300 Digital SLR camera will be available from the beginning of April in the following kits:
300 body only
300 with DT18-70mm F3.5-5.6 lens
300 with DT18-70mm F3.5-5.6 and DT55-200 F4-5.6 lens

Notes to editors

Alpha 350/300 Key Features
Camera type, Digital SLR with built-in flash and interchangeable lenses
Lens mount, All Sony Alpha lenses and Konica Minolta MAXXUM / DYNAX lenses
Image sensor, APS-C size CCD with anti-dust system
Sensor resolution, α350: 14.2 effective megapixels / α300: 10.2 effective megapixels
Image processor, Sony BIONZ engine
Image stabilisation, Super SteadyShot with approx. 2.5 - 3.5 EV decrease in shutter speed (actual stabilisation depends on shooting conditions and lens)
Noise reduction, Long exp. & High ISO NR at ISO1600 / 3200
Creative Styles    Preset modes: Standard, Vivid, Portrait, Landscape, Night View, Sunset, B/W, Adobe RGB. Adjustable parameters: Contrast, Saturation, Sharpness
D-Range Optimiser, Operating modes: Off, Standard, Advanced
D-Range Optimiser Advanced uses technology provided by Apical Limited.
Scene Selection modes, Portrait, Landscape, Macro, Sports, Sunset, Night Portrait / Night View
Viewfinder, Coverage: 95% / Magnification: 0.74x / Diopter adjustment -3/+1
AF system, TTL phase detection system with 9 focus points
Sensitivity, ISO100 - 3200 equivalent
Built-in flash system, GN12 / Auto popup in Auto and scene modes / Manual popup button in other modes
Shutter speed range, 1/4000 sec. - 30 sec., bulb (Flash sync speed 1/160 sec.)
Continuous shooting rate, α 350: max 2 fps with Live view / max 2.5 fps with viewfinder
α300: max 2 fps with Live view / max 3 fps with viewfinder
Max no. of frames     JPEG Fine/Std: unlimited (until memory card is full), RAW+JPEG: 3,
recordable (continuous)    RAW (α350): 4, RAW (α300): 6
Monitor screen, TFT 2.7-inch Clear Photo LCD (230k dots) with AR coating
Histogram display, RGB
Function menu    Camera Function Display with direct control of Flash Mode, AF Mode, WB, Metering Mode, AF Area, DRO
Battery type, NP-FM500H with InfoLITHIUM % power remaining display on screen
Battery life, Approx. 730 shots with viewfinder / 410 shot with Live View (CIPA measurement)
Vertical grip, VG-B30AM (optional) accepts up to 2x NP-FM500H Rechargeable Battery
            Pack
Recording media, CompactFlash card: Type I, Type II (Microdrive)
With optional adaptor: Memory Stick Duo, Memory Stick PRO Duo, Memory Stick PRO-HG Duo
Dimensions, (WxHxD) Approx. 130.8 x 98.5 x 74.7 mm (excl. protrusions)
Weight, Approx. 582 g (w/o batteries or memory card)

For more information, please contact:
Silke Schild, Corporate Communications, Sony Europe
+44 (0)1932 816 507

About Sony:
Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the world's leading digital entertainment brands. Sony recorded consolidated global annual sales of EUR 55.83 billion (yen 8,296 billion) for the fiscal year ended March 31, 2007, based on an average market exchange rate for the same period of yen 148.6 to the EUR. It employs approximately 163,000 people worldwide.

In Europe, the Sony Group recorded consolidated annual sales of EUR 13.71 billion (yen 2,038 billion) for the fiscal year ended March 31, 2007. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company's European electronics business and registered consolidated sales of EUR 9.12 billion for the same period.

For more information on Sony Europe, please visit sony-europe.com
and sony-europe.com/presscenter.

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