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Sony Introduces First Ever Digital Cameras With Translucent Mirror Technology In Middle East
Published Jan 17, 2011
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Sony Gulf announced the launch of 55 and 33, the first ever digital cameras to employ Translucent Mirror Technology, an innovative optical system that opens up dramatic new shooting possibilities.
In contrast with conventional DSLR cameras, Translucent Mirror Technology uses a fixed, translucent mirror that ‘splits’ the optical pathway between the main image sensor and a separate 15 point phase detection autofocus sensor.
High resolution live image preview with rapid, accurate phase detection autofocus is thus available at all times either via the angle adjustable 7.5cm (3-inch) LCD or precision Tru Finder .This also ensures that even moving objects stay in sharp focus at all times, whether shooting Full HD video or stills.
Osamu Miura, Managing Director, Sony Gulf FZE, said: “As a leader in innovation, Sony has developed the new line of cameras to help anyone, from seasoned professionals to amateur photographers, to easily capture DSLR quality images. Translucent Mirror Technology overcomes other traditional limitations of DSLR models with its simplified mechanical design, shrinking camera size and complexity. This makes the 55 or 33 a compelling choice for casual photographers, who wish to capture spontaneous family moments and travel scenes with less to carry.
The ground breaking technology allows high speed shooting with the 55 at up to 10 frames per second in Continuous Priority AE mode. This represents the world’s fastest burst continuous AF shooting performance of any interchangeable lens camera with an APS-C size sensor.
The 55 and 33 enable exciting new possibilities for framing and viewing highest quality video and still images. Already prized by step up DSLR users and enthusiasts alike, Sony’s Quick AF Live View system is now more effective than ever.
A precision electronic viewfinder with 1.15 million dot resolution delivers a clear, bright image with 100 per cent frame coverage. Adjustments to exposure, depth of field and colour can be previewed instantly, either in the viewfinder or on the LCD. Effortless composition is further aided by a switchable grid line in the finder and LCD screen. Tilting and swivelling freely for comfortable framing at any shooting angle, the bright Xtra Fine LCD offers superb detail and contrast.
The 55 and 33 are compatible with the full range of over 30 A-mount interchangeable lenses and offer SteadyShot INSIDE. This in body image stabilisation system provides up to four exposure steps of anti-shake correction when shooting handheld.
Both cameras also feature 3D Sweep Panorama, allowing photographers to capture detail packed extra wide panoramas with a huge field of view. 3D panoramas can be enjoyed on any compatible 3D HD television. Additionally, the 55 is the first Alpha camera by Sony with integrated GPS, allowing automatic geo tagging of images and video clips.
The new generation Exmor™ APS HD CMOS Sensor inside both cameras supports a sophisticated range of digital image compositing and processing functions. This gives even greater artistic possibilities to beginners and photo enthusiasts alike.
The new cameras accept both Memory Stick PRO Duo™ and SD media .Memory Stick PRO-HG Duo HX 30MB per second transfer rate offers the best performance during cameras' continuous shooting mode or when transferring the data to another media.
The 33 cameras are currently available at select outlets across the region. The phased launch of 55 cameras will commence in 2011.
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 and Computer Entertainment 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 centres reinforces Sony’s presence in key markets in the region.
For more information:
Sony Gulf FZE
Neil D’Sylva
T: 97148815488
F: 97148817808
E: Neil.Dsylva@ap.sony.com
Jiwin Public Relations
Mohamed Mousa
T: 971 4 369 2836
M: 971 50 678 7243
E: mohamed.mousa@jiwin.ae
Posted by
VMD - [Virtual Marketing Department]
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