Sony’s ‘Camera Reborn’ Concept includes World’s Fastest Shutter Speed Compact Interchangeable Lens Camera
Dubai-UAE: 4 October, 2011 – Sony, the leading consumer electronics brand, today unveiled a comprehensive line-up of digital cameras with the purpose of reinforcing and extending its market-leading position in the compact digital still camera market.
Taking a quantum leap in speed and precision, the new range has taken digital imaging to the next level with revolutionary technologies that deliver exquisite photography, ease of use and portability.
The range featuring the Alpha SLT-A77 features Sony’s award winning Translucent Mirror Technology, making it the quickest, most responsive interchangeable lens camera in its class. The NEX range featuring the Alpha NEX-7 and the NEX 5N features quick, responsive auto-focus and the world’s fastest release time lag. This range also features the slim-bodied Alpha NEX C3.
Osamu Miura, MD, Sony Gulf addresses the media at the Middle East launch of Sony's of Revolutionary Digital Imaging Products
Addressing a press conference, Osamu Miura, Managing Director, Sony Gulf, said: “There is a clear market need for cameras that can offer the superb responsiveness, image quality and creativity. From the introduction of the world’s first CCD camera to bringing single lens 3D photography to the consumer, Sony has always aimed to be at the forefront of digital imaging
“Today, it gives me great pleasure to introduce our concept of ‘Camera Reborn’ with our new line-up of Alpha cameras that incorporate revolutionary technologies to deliver high clarity imaging and ease-of-use. These cameras will not only bring new user experiences to our customers and the world of digital imaging, they will also enable Sony to accelerate its position as a top tier camera brand.”
The new Alpha models build on the powerful creative possibilities of the first translucent mirror cameras from Sony, the Alpha SLT-A55 and SLT-A33. Unlike conventional DSLR cameras, this innovative design enables super-fast shooting responses with full time continuous AF during stills and HD video shooting in a compact body.
The Alpha SLT-A77 is the world’s fastest* 12fps full-resolution continuous shooting camera with high-precision phase-detection AF. It is also equipped with 24.3 effective megapixel EXMOR APS HD CMOS sensor and newly developed BIONZ image processor which give the camera unparalleled speed and accuracy. Sony has given the SLT-A77 the world’s first* XGA OLED True-FinderTM, providing the best resolution, contrast and responsiveness of any electronic view finder (EVF) on the market. Budding film makers will also benefit from a number of enhanced video capabilities in the SLT-A77. Thanks to the faster speed of the new BIONZ processor, users can now film in both interlace and progressive including cinematic mode.
Osamu Miura, MD, Sony Gulf at the Middle East during the launch of Sony's new range of featuring Alpha SLT-A77, Alpha NEX-7 and the NEX 5N
The compact, beautifully styled Alpha NEX-7, NEX-5N and NEX-C3 allow photographers to capture DSLR-quality stills and video with the creative freedom of interchangeable lenses.
Taking creative options to new extremes, the Alpha NEX-7 is styled in magnesium alloy for superior strength and premium looks, and weighs approximately 291g (camera body only). The NEX-7 features the Sony-unique EXMOR™ APS HD CMOS sensor with 24.3 effective megapixel resolution that is teamed with the latest revision of Sony’s BIONZ image processing engine. With the world’s fastest shutter release lag of nearly 0.02 seconds, the NEX-7 is the fastest of any interchangeable lens digital cameras in the world.
A promoter showcases the Alpha SLT-A77 Camera at the Middle East launch of Sony's new line-up
The new Alpha NEX-5N from Sony draws on the positive acceptance of the NEX-5 and offers superb responsiveness, image quality and creativity of a D-SLR camera – all in a compact body. Styled in tough, light magnesium alloy and just 23.3mm at its slimmest point, the NEX-5N is a step forward from its predecessor in terms of still image and HD video quality, powerful creative features and intuitive interface. Furthermore, an improved AF algorithm doubles the readout speed from the image sensor and more efficient image processing results in an AF that is significantly faster than the current NEX-5 model.
The new Alpha NEX-C3 is significantly smaller and lighter than its predecessor model the NEX-3. Offered in a choice of stylish colours, the NEX-C3 features an attractive new body design that combines a solid metal top casing with an easy-to-use streamlined grip shape. Resolution of the large EXMOR APS HD CMOS sensor is boosted to 16.2 effective megapixels, capturing stills and 720p HD video with breath-taking clarity. The large, DSLR-sized sensor also lets you produce pro-quality background defocus effects, whether you’re shooting HD video or stills.
L-R Yasuyuki Nagata, Deputy Senior General Manager, Imaging Division, Sony Gulf and Osamu Miura, MD Sony Gulf with promoters at the Middle East launch of Sony's new line-up of cameras
* Among interchangeable-lens digital cameras with APS-C size sensor as of August 2011
-ENDS-
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
For media inquiries, please contact:
Sony Gulf FZE
Neil D’Sylva
Tel: (971)-4-8815488
Fax: (971)-4-8817808
Email: [email protected]
APCO Worldwide (Jiwin Public Relations)
Rishi Talwalker
Tel: 971 4 361 3572
Mobile: 971 50 911 0865
Email: [email protected]
Or
Mohamed Mousa
Tel: 971 4 369 2836
Mobile: 971 50 678 7243
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