Today (May 18) the company has introduced three new easy-to-use a (alpha) cameras (models DSLR-A380, DSLR-A330 and DSLR-A230), four new lenses, a flash and accessories. These models are smaller, lighter, and offer expansion options.
The 10.2 megapixel a230 camera is the lightest, most compact alpha DSLR camera body at 15.9 ounces. The 10.2 megapixel a330 and the 14.2 megapixel a380 cameras are also smaller and lighter than their predecessor models (the DSLR-A300 and DSLR-A350, respectively). These cameras are also more compact and feature an intuitive control layout that allows for easy single-handed operation.
SteadyShot INSIDE in-camera image stabilization is built into each camera body, so every a-mount lens benefits from the ability to minimize blur due to camera shake, says Sony.
Both the a380 and a330 cameras offer Sony’s Quick Autofocus (AF) Live View technology, so you can frame photos on the camera’s LCD screen as well as in the optical viewfinder. Through the use of a dedicated image sensor, Quick AF Live View maintains the rapid response of a DSLR, while avoiding the focus delay common to other live view systems.
The new cameras feature a 2.7-inch (diagonally) Clear Photo LCD screen that is easy to view even in bright sunlight. Additionally, the LCD on the a380 and a330 models can be tilted up or down, making it easy to frame your subject from high or low positions, otherwise difficult to see using an eye-level viewfinder. The range of adjustment has been increased from their predecessors, making it even easier to get shots from difficult angles, the company explains.
By combining Quick AF Live View and an adjustable LCD, users can frame the scene without holding the camera in front of their face, allowing parents, for example, to maintain eye-contact when photographing their children for more natural expressions.
An HDMI terminal gives you the option of connecting your camera to a compatible HDTV and playing back your images in high definition quality (HDMI cable required, sold separately). Additionally, BRAVIA Sync works with compatible Sony BRAVIA HDTVs to let you control camera playback using the television’s remote (HDMI cable and BRAVIA Sync capable HDTV required, sold separately).
The new cameras include dedicated slots for high-capacity Memory Stick PRO Duo, Memory Stick PRO-HG Duo and SD/SDHC media (sold separately).
The a380, a330 and a230 models are Sony’s first DSLR cameras to feature a graphical user interface (GUI) with built-in on-screen Help Guide.
The Help Guide offers explanations of various modes and settings, while the Graphic Display helps you understand the relationship between aperture and shutter speed, as well as the effect each has on photographic results.
Pre-orders are beginning today (May 18) at http://www.sonystyle.com/retail and at selected U.S. retailers. The cameras and a range of accessories will be available in July at Sony Style retail stores, at military base exchanges and at authorized dealers.
The a380L, a330L and a230L will cost about $850, $650 and $550, respectively. The L series one-lens kit comes with the SAL-1855 standard zoom lens.
The a380Y, a330Y and a230Y will cost about $1050, $850 and $750, respectively. The Y series two-lens kit comes with both the SAL-1855 standard zoom and SAL-55200 telephoto zoom lenses.
The SAL-1855 standard zoom lens will cost about $200, the SAL-55200 telephoto zoom lens about $230, the SAL-50F18 portrait lens $150, and HVL-F20AM flash will cost about $130.