New SONY Alpha SLT-A37 Makes it Effortless to Capture Professional Photos

High-speed Continuous Shooting up to 7fps* with Full-time Continuous AF Powered by Translucent Mirror Technology

Dubai-UAE: 21 June, 2012 – Sony, the leading consumer electronics brand, today announced the launch of the Alpha SLT-A37 camera with Translucent Mirror Technology. Light and easy to use, the new Alpha SLT-A37 broadens artistic options for anyone who is stepping up from a point-and-shoot compact camera.

Unique to Sony, Translucent Mirror Technology delivers a potent combination of speedy shooting, non-stop phase detection autofocus and continuous live image preview, in all modes including full HD video (50i/25p). The precision 3-cross 15-point AF system with tracking autofocus keeps faces and fast-moving subjects in sharp focus.
Translucent Mirror Technology also lets the SLT-A37 grab split-second action with a burst of sharply-focused images. Tele-zoom Continuous Advance Priority AE mode magnifies the central portion of the sensor’s image, delivering a crisply-detailed burst of still images at up to seven frames per second*.

Framing and focusing is made easy through the high-resolution Tru-Finder™ that matches or exceeds the abilities of many optical viewfinders. With a high 1,440k dot resolution, excellent contrast and 100 per cent field of view, the high-performance electronic viewfinder offers the same detail and clarity as the recently-launched SLT-A57. It is also equipped with a special mode to assist comfortable Tru-Finder™ operation for spectacle users.

The 16.1 effective megapixel Exmor™ APS HD CMOS sensor inside the SLT-A37 captures finely-detailed stills and Full HD video that are low noise. It is teamed with the latest BIONZ image processor that extends sensitivity to a generous ISO 100-16000 range, broadening options for atmospheric low-light shooting without flash. Shared with all alpha SLT cameras, SteadyShot INSIDE cuts the effects of camera shake by up to 4.0 stops for clearer handheld images with any A-mount lenses.

Adjustments to exposure and other creative picture settings can be previewed in real time, either via the Tru-Finder™ electronic viewfinder or the tilt-angle 6.7cm (2.7-inch) Clear Photo LCD screen. Superior Auto mode intelligently recognises a wide range of scenes and subjects, adjusting settings with the skill of a seasoned photographer.

The SLT-A37 helps inexperienced photographers craft top-quality portraits without effort. Auto Portrait Framing mode identifies the sitter’s position, trimming the scene to create beautifully composed, high resolution portraits using the compositional ‘rule of thirds’. Unique to Sony, By Pixel Super Resolution Technology ensures that cropped, zoomed portraits retain a full pixel count to maintain quality levels.

The 2x Clear Image Zoom doubles effective magnification of the lens and delivers high-quality close-ups without the need for additional hardware. Sony’s unique By Pixel Super Resolution Technology maintains superb image detail, tones and textures making the camera ideal for travel and everyday shooting.

The Alpha SLT-A37 is currently available across select Jumbo Electronics showrooms and other leading electronics retailers in the UAE.

* In Tele-zoom Continuous Advance Priority AE mode

About make.believe
“make.believe” (make dot believe) is a Group-wide brand message that unites Sony’s communications initiatives across electronics, games, movies, music, mobile phones and network services. “make.believe” symbolizes the spirit of Sony – the power of creativity, the ability to turn ideas into reality and the belief that anything you can imagine, you can make real.

About Sony Gulf
Sony Gulf FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, VAIO laptop computers, Computer Peripherals, Data media, Recording Media and Energy (Batteries), Mobile Electronics (Car Audio) and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Gulf FZE leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners and representative offices. A network of representative offices in Kenya, Saudi Arabia, Iran and Pakistan, in addition to well over 250 accredited third party service centers reinforces Sony’s presence in key markets in the region.

For further information, please visit www.sony-mea.com