Sony Electronics Asia Pacific today announced two new Sony Alpha cameras, the Alpha 55 (SLT-A55V) and Alpha 33 (SLT-A33) that adopt Sony’s newly-developed Translucent Mirror Technology which achieves the highest-level performance for both still image and movie recording.
Revolutionary Translucent Mirror Technology
The Alpha 55 and Alpha 33 are the world’s first interchangeable lens digital cameras to incorporate Translucent Mirror Technology, which enables new features that were previously difficult to achieve with traditional DSLR cameras. By replacing the mirror box used in conventional DSLR cameras with an original mirror box containing a fixed translucent mirror, both cameras offer full-time, TTL phase-detection autofocusing during live view and movie shooting, as well as high speed continuous shooting with continuous autofocus (AF) – features previously available only on professional-grade cameras. By integrating a fixed translucent mirror, this also results in a more compact body design that is approximately 23% smaller than that of the 550 for maximum portability.
In addition, Translucent Mirror Technology enables the world’s first Full HD movie recording with continuous phase detect AF, so that even subjects moving at high speeds are constantly kept in focus. Quick AF Live View has also been significantly improved with fast, precise AF in both the viewfinder and LCD screen.
“Sony continues to raise the innovation bar with the new Alpha 55 and Alpha 33 that incorporate our revolutionary Translucent Mirror Technology,” says Mr. Yosuke Aoki, General Manager, Digital Imaging Marketing Division, Sony Electronics Asia Pacific. “We have designed these cameras with novice DSLR photographers in mind so that they can capture beautiful photos and movies effortlessly as well, thanks to the advanced technologies on the Alpha 55 and Alpha 33 that make the cameras easy for just about anyone to use.”
World’s fastest continuous shooting with continuous AF on every frame at up to 10 frames per second on the alpha 55
Replacing the movable mirror used in conventional DSLR cameras, Sony’s exclusive Translucent Mirror Technology uses a fixed translucent mirror that does not need to be raised and lowered each time the shutter is released. The mirror also enables light passing through the lens to be simultaneously received by the image sensor and the auto focus sensor, allowing continuous shooting and continuous focusing at speeds never before possible. This results in highly responsive camera performance, with world’s fastest continuous shooting at up to 10 frames per second with continuous AF on the Alpha 55 , and up to 7 frames per second on the Alpha 33.
Both cameras incorporate a newly-developed 15-point TTL phase-detection AF system that includes 3 cross sensors vertically aligned in the centre of the frame. The fast and highly precise AF system remains in operation not only when using the viewfinder, but also when the LCD screen is used in live view mode. This allows photographers to enjoy fast and accurate AF operation when either subject framing method is used.
Sony’s exclusive Translucent Mirror Technology
World’s first Quick AF Full HD movie shooting
Translucent Mirror Technology also make the 55 and 33 the world’s first cameras to maintain continuous phase detect AF when recording Full HD AVCHD movies (1920 x 1080 / 60i, 50i) . With fast and precise phase detection AF continually tracking subject movement, a subject that moves quickly towards or away from the camera is easily kept in focus, even when there is a shallow depth of field.
World's first high-speed, high-precision TTL phase-detection AF during movie shooting
Users can benefit from fast and precise auto-focusing during movie recording through the cameras’ 15-point phase-detection AF system, yet another first for interchangeable lens cameras . The newly developed system incorporates three cross sensors, vertically aligned in the center of the frame so users can enjoy fast and accurate AF operation whether in still image.
or video mode. Without the need for advanced “focus pulling” techniques, users can even switch the focus point from one part of the scene to another while shooting, when AF area is set to local.
As one of the first cameras equipped to capture Full HD quality movies, the new 55 and 33 are designed with Sony’s latest ExmorTM APS HD CMOS sensor, offering users high quality imaging of up to 16.2 megapixels on the 55 and 14.2 megapixels on the 33, as well as dramatic depth of field. The sensor also has the large surface area required to capture the background defocusing effect, adding a more impressive depth of field to images and enabling crisp, clear movie shooting even in low light conditions. The cameras are compatible with a variety of A-mount interchangeable lenses so users can exercise their cinematic creativity.
Significantly improved Quick AF Live View
Sony’s revolutionary Translucent Mirror Technology extends shooting flexibility with fast and precise AF in both the viewfinder and LCD screen. A world’s first, the Quick AF Live View displays high-resolution images directly from the image sensor itself, instead of a dedicated live view sensor, resulting in fast and highly precise AF. This allows photographers the freedom to choose between using the viewfinder or LCD monitor with no compromise in performance either way. In addition, the cameras feature a newly developed Tru-Finder, a view finder that boasts 100% frame coverage and an effective resolution of 1.15 million conversion dots (1.44 million total dots conversion). The 3-inch Xtra Fine screen also has a built-in intelligent brightness control that assures a clear, natural view by automatically adjusting luminance and saturation on-screen in response to ambient lighting conditions. The cameras also offer photographers a wide, 33.2o (16:9) viewing angle which is comparable to that of the 900.
Sony-exclusive features
With an Exmor™ APS HD CMOS sensor, BIONZ® high-speed image processing engine and Ultra-high ISO sensitivity (ISO 100-12,800), the α55V and α33 cameras offer advanced shooting features. These make it easy to get the best shot, even in difficult lighting conditions.
The cameras also sport several noise reduction features: Multi-frame NR automatically captures six frames and combines them into a single JPEG image, which effectively reduces image noise by up to approximately two ISO steps and boosts effective sensitivity as high as ISO 25600. Similarly, Hand-Held Twilight™ shoots and combines six frames into a single photo, suppressing blur to enable clear night-scene imaging without a tripod or flash. While Auto HDR™ shoots and combines three frames into a single high dynamic range (HDR) photo with rich shadow and highlight detail.
The Alpha 55 and Alpha 33 are equipped with a new AUTO+ mode that makes it easy for novice photographers to leverage the advanced features of both cameras. In the AUTO+ mode, the cameras analyze the scene and shooting conditions, and in addition to activating optimum settings for aperture and shutter speed, it automatically activates advanced imaging features such as burst shooting for fast-moving subjects and Auto HDR for backlit subjects.
Apart from Translucent Mirror Technology, the cameras feature 3D Sweep Panorama mode which when activated, allows photographers to capture impressive, ultra-wide panoramic photos in 3D by simply sweeping the camera in a horizontal direction. These photos can then be viewed on any compatible LCD TV that supports 3D viewing via HDMI. High ISO sensitivity of up to 12800 and an AUTO ISO range of ISO100 – ISO1600 enable the Alpha 55 and Alpha 33 to capture quality hand-held shots in low-light conditions, even by candlelight.
For users who enjoy geotagging, the Alpha 55 is the first Alpha camera with a built-in GPS that can tag images with the geographical coordinates of the location where they were taken, recorded as EXIF data. When viewed on a computer using the bundled Picture Motion Browser (PMB) software or on a compatible BRAVIA TV equipped with the Photo Map function, the geotagged images are beautifully displayed on a world map.
For greater convenience, both cameras support Memory Stick and SD cards. With the Memory Stick PRO-HG Duo™, movies and photos can be transferred up to 4 times faster than when using the Memory Stick PRO Duo Mark2™.
The new Sony Alpha 55 and Alpha 33 will be available in selected Asia Pacific countries from end August 2010.
Other Features:• A dedicated MOVIE button that enables photographers to start and stop video recording with a simple press of the button. In AF mode, both cameras continuously focus on the subject within the frame, with brightness automatically adjusted if ambient light conditions change. If desired, exposure compensation can also be manually adjusted during shooting.
• When focusing manually in A mode (Aperture priority mode), aperture can be set by the photographer for more creative control when shooting videos .
• Creative Style effects can be used when capturing either movies or images. Settings include Standard, Vivid, Black/White, Sunset, Portrait and Landscape, with each setting tuned to automatically optimize white balance, saturation and sharpness depending on the scene. Fine adjustments on contrast, saturation and sharpness can then be made manually if desired.
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