New Sony A700 digital SLR Camera SONY’S NEW D-SLR CAMERA SETS HIGH PERFORMANCE STANDARDS SAN DIEGO, Sept. 5, 2007 — Sony is expanding its ? (Alpha) digital SLR system with the introduction of the DSLR-A700 camera, which is aimed at photo enthusiasts or serious photo hobbyists.
The new model features advanced imaging technologies and
ultra-responsive operation, as well as a lightweight, dust- and
moisture-resistant, magnesium alloy construction common to
enthusiast-class D-SLR cameras.
Like Sony’s mainstream DSLR-A100 model, the new A700 unit incorporates
Super SteadyShot® Inside image stabilization in the camera body and is
compatible with most Minolta Maxxum® mount lenses in addition to Sony
lenses.
“Discerning photo enthusiasts will be impressed with the rugged
construction and outstanding performance of the A700, said Phil Lubell,
director of marketing for digital cameras at Sony Electronics. “We also
expect that this new camera will re-define the post-capture experience
with HDMI™ output for high-quality playback of images on
high-definition televisions.”
Picture Quality
The camera’s new 12.2-megapixel Exmor™ CMOS sensor conducts
analog-to-digital (A/D) signal conversion and dual noise reduction
right on the sensor itself. Noise reduction is applied to analog
signals before A/D conversion and the resulting digital signals are
then subject to a second round of noise reduction.
According to Lubell, “These digital signals are virtually immune to external noise and interference.”
Clean, noise-free digital signals are then sent to the newly developed
BIONZ™ processing engine. Lubell said this engine has been optimized to
process data-rich picture information at high speeds, and to reduce
picture noise in the RAW data stage before final image compression and
encoding. The results are high-resolution, detailed images with rich
tonal reproduction.
Extraordinary Responsiveness
The A700 camera is engineered to be fast and ultra-responsive so as to
become “a virtual extension of your own senses,” Lubell said,
“capturing fleeting moments as you see them.”
A newly developed, auto-focus system features 11 wide-area sensors,
including a center dual cross sensor comprised of two horizontal and
two vertical line sensors for exceptional AF precision. An F2.8 line
sensor leverages the brightness of fast aperture lenses for even
greater precision. Lubell said that extraordinary focusing speed has
been realized through improved algorithms and a high-torque focusing
drive motor.
The large, bright, viewfinder uses a precision-ground optical glass
pentaprism and a high refractive index eyepiece lens to provide 0.9x
viewfinder magnification and 95 percent frame coverage. Manual focusing
is aided by an interchangeable spherical acute matte focusing screen.
The camera has a high-performance vertical traverse shutter with a
maximum shutter speed of 1/8,000th of a second to freeze fast-moving
action. A high-power coreless motor charges the shutter and mirror
mechanism, allowing continuous shooting at up to five frames per
second. In JPEG fine or standard mode, continuous shooting is limited
only by the capacity of the media card (sold separately), while up to
18 frames can be captured in RAW.
Expanded Creativity
The new camera features fourteen creative styles, including night view,
autumn leaves or vivid, which can be selected to enhance images. These
effects can then be fine-tuned by customizing contrast, sharpness, zone
matching and other parameters.
Sony’s Dynamic Range Optimizer (DRO) function has been updated on this
model so users can choose the desired level of detail recovered in
areas of shadow. The advanced mode offers the option of five levels of
user selectable correction. Additionally, DRO bracketing creates three
images from a single capture with three different levels of DRO.
There is an extensive array of customization options to personalize the
camera to match shooting styles. The unit’s quick navigation interface
can be accessed instantly with the four-way multi-selector, and
selected parameters can be adjusted directly by control dials.
Up to 28 camera settings can be stored in one of three user memories
for instant recall. The unit’s custom function button can be assigned
to 15 frequently-accessed functions.
With the supplied remote capture application, the camera can be
controlled from a compatible PC via USB without even touching the
camera, and files can be stored on the computer instead of the media
card.
High-Quality Pictures on an HDTV
The A700 model features an HDMI output for connection to HDTV sets,
putting a high-resolution spin on the conventional photo slideshow.
When connected to a Sony BRAVIA® LCD HD television, photos are
optimized for viewing with the new “PhotoTV HD” mode. This mode brings
the look of actual printed photography to the television, reproducing
high-quality digital photos by fine-tuning such image parameters as
sharpness, gradation and color specifically for photographs.
The exceptional viewing experience of this camera also extends to
viewing photos on its 3-inch LCD screen. The screen’s size and
ultra-sharp resolution (921K) makes it possible to check focus and
image quality with much greater accuracy.
A Flexible System
The camera will be introduced with two new lenses, bringing Sony’s lens
and teleconverter catalog up to 23 models. Supplied as a standard kit
lens, the new DT 16-105 mm f.3.5 – 5.6 lens features a distinctive zoom
range (35mm equivalency of 24 – 157.5 mm); compact, lightweight design;
and internal focusing. The other addition is a powerful and compact
high-magnification DT 18 – 250 mm f3.5 – 6.3 lens. Sony is also
planning to introduce a specialty 70 -300 mm f4.5 – 5.6 SSM G telephoto
lens featuring super sonic wave motor auto focus drive system for
smooth auto focusing in Spring 2008.
Sony’s full line of accessories will also expand to include a new
vertical grip. Equipped with buttons and switches for the most
essential control functions, it offers the same ease of operation and
handling as when shooting vertically. It houses two InfoLithium®
batteries (sold separately), which will automatically switch to the
second battery when the first one runs out. Remaining charges of both
batteries are displayed on the camera’s LCD screen.
Memory That Keeps Up With The Camera
The model also features separate slots for Memory Stick Duo™ media
cards compatible with the Memory Stick PRO-HG™ high-speed data transfer
standard, as well as CompactFlash™ Type I/II media cards compatible
with the new Ultra Direct Memory Access standard for up to 300x write
speeds. Sony is also introducing new 300x high-speed CompactFlash™
memory cards, ideal for high-end photographers requiring fast write
speeds. The new models, available in 2GB or 8GB capacity, expand Sony’s
current line of CompactFlash cards that also include 66X and 133X
speeds, with capacities ranging from 1GB to 4GB.
The DSLR-A700 camera body, DT 16 – 105 mm lens, and DT 18-250 mm lens
will be available for about $1,400, $580 and $550, respectively. The
DSLR-A700K kit with an 18-70 mm lens will be available for about
$1,500, and the DSLR-A700P kit with the 16-105 mm lens will be
available for about $1,900. The camera body and DSLR-A700K kit will
ship in October and the DSLR-A700P kit in November. All will be
available at sonystyle.com, Sony Style retail stores
(www.sonystyle.com/retail), at military base exchanges, and at
authorized dealers nationwide.
Pre-orders begin online today at www.sonystyle.com.
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Editor’s Notes: Camera performance is measured using Camera Imaging
Product Association (CIPA) standards. The viewable area of LCD displays
is measured diagonally. Available storage capacity of Memory Stick Duo™
and CompactFlash™ media may vary. A portion of the memory is used for
data management functions. For additional information about Sony
products, your readers can call toll-free (888) 222-SONY or visit
Sony's web site at: www.sonystyle.com. Press releases and digital
images are available for the news media at Sony Electronics’ news and
information web site at: www.sony.com/news.
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