SOURCE: Sony Europe

Sony Europe

February 21, 2010 20:00 ET

Sony Highlights Digital Imaging Strategy at PMA: Ultra-Compact New Camera With Interchangeable Lenses, APS-Size Sensor and AVCHD; More Additions to "a" DSLR Line-Up

ANAHEIM, CA--(Marketwire - February 21, 2010) -  PMA --

  • Ultra-compact new "a" DSLR camera with interchangeable lenses in development for launch 2010
  • Additions to mainstream "a" family and mid-range successor to a700
  • 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

At PMA this year, Sony confirms plans to further expand the appeal of its digital imaging range. Additions to the "a" ("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 compact DSLR range to grow further
Sony also confirms that the current "a" 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 a700, Sony's acclaimed mid-range camera body that has found favour with 'prosumers' and enthusiasts. Further, new "a" DSLR cameras are meanwhile scheduled for launch in 2010.

New DSLR lenses from Sony
The "a" 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.

Environmental Info

Sony is engaged in a constant review of its manufacturing, operational and business practices to ensure that its products are developed in an environmentally responsible way.

Please refer to www.sony.eu/eco for background on environmental activities of Sony.

About Sony:
Sony is a leading global innovator of audio, video, communications and information technology products for both the consumer and professional markets. Sony is renowned for its audio-visual products, such as the BRAVIA™ LCD high-definition television, Cyber-shot™ digital camera, Handycam® camcorder, "a" (pronounced Alpha) digital SLR camera, and Walkman® MP3 player as well as its VAIO™ personal computers and high-definition (HD) professional broadcast equipment, highlighted by the XDCAM® HD. Offering a complete end-to-end HD value chain and with its electronics, music, pictures, game and online businesses, Sony is one of the world's leading digital entertainment brands, employing approximately 170,000 people worldwide.

Through its long-term football partnerships as an official sponsor of the UEFA Champions League until 2012, Official FIFA Partner until 2014 and global sponsor of the FIFA World Cup™ in 2010 and 2014, Sony is inspiring a sense of excitement for the millions of football fans around the world.

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

"Sony", "WALKMAN", "VAIO", "Cyber-shot", "Handycam", "a", "BRAVIA" and "XDCAM" are registered trademarks or trademarks of Sony Corporation. All other trademarks or registered trademarks are the property of their respective owners