Photographium

LAS VEGAS, Jan. 6, 2010 – By developing the most innovative, stylish and high-quality digital still cameras, Sony has created a new standard of mobility with technologies that answer consumers’ on-the-go needs.

Sony today announced two new 14 MP Cyber-shot® cameras (models DSC-W370 and DSC-W350) with a CCD image sensor that provides the innovative Sweep Panorama™ feature in a slim, compact body, making it easy to get the best shot.

Sony also announced three cameras (models DSC-W330, DSC-W310 and DSC-S2100) that offer a new thin, stylish design with advanced features such as longer zoom and wide-angle lenses, which provide versatility when shooting.

“We’re expanding Sweep Panorama, which has been such a well received feature, to our more affordable models,” said Kelly Davis, director of the Digital Imaging business at Sony Electronics. “Allowing users to capture the impact of a full panoramic scene with an easy to use, practical camera provides a great value to our customers.”

Innovative Sweep Panorama™ Technology

Sweep Panorama mode, first introduced in Sony’s breakthrough Cyber-shot DSC-HX1, DSC-TX1 and DSC-WX1 CMOS models, utilizes a CCD sensor to capture dramatic panoramic scenes. The W370 and W350 cameras shoot images continuously to capture wide landscapes or tall buildings in one easy “press and sweep” motion. They automatically stitch the images together to create one stunning panoramic photo.

The W370 and W350 Cyber-shot models can take up to 243 and 268-degree panorama shots, respectively, in one easy press-and-sweep motion with an image size of 7152 x 1080 (horizontal wide panorama mode).

Compact Design and Rich Technologies

The W370 and W350 cameras are designed for customers who seek Sweep Panorama technology at an affordable price. For those seeking a long zoom and a compact body, the 14 MP DSC-W370 camera has a 7x long zoom lens for capturing far-away subjects, a 3-inch LCD screen (measured diagonally) for scrolling through images, Optical SteadyShot™ image stabilization, 720p movie recording capability and HDMI™ output for easily viewing movies on compatible televisions.

LAS VEGAS, Jan. 6, 2010 – Sony took the wraps off two new Cyber-shot® digital still cameras today that create a new standard of mobility with technologies that answer consumers’ on-the-go needs.

Sony has designed two new innovative Cyber-shot cameras (models DSC-HX5V and DSC-TX7) that are the world’s first compact digital still cameras to include full HD (1920 x 1080 60i) Advanced Video Codec High Definition (AVCHD) video capability. They are also the world’s smallest and thinnest AVCHD capable cameras.

These are the first Cyber-shot cameras with an in-camera Backlight Correction High Dynamic Range (HDR) feature for managing difficult lighting situations and TransferJet™ wireless technology for sharing, storing and viewing images. The HX5V model is also the world’s first still camera to include GPS + Compass and Optical SteadyShot™ with Active Mode technologies.

With Sony’s “Exmor R” back illuminated CMOS sensor technology, these cameras provide excellent low-light performance, 10fps burst shooting and the new Intelligent Sweep Panorama™ feature.

In addition to its cameras, Sony introduced three other devices with TransferJet technology at CES, including a Sony Memory Stick® memory card (model MS-JX8G) with a wireless transmitter/receiver, a Sony TransferJet Station (model TJS-1) and a VAIO® F Series notebook.

“Adding to the outstanding low-light performance and impressive Sweep Panorama feature, we are providing high-quality movies with full HD video, stereo sound recording when capturing movies on the go and anin-camera HDR solution for capturing high-contrast scenery. Sony can provide these solutions because of its expertise with other imaging products including Handycam® camcorders and α DSLR cameras,” said Kelly Davis, director of the Digital Imaging business at Sony Electronics. “Our goal is not only to make it easy for consumers to get the best shot—still or video—but also to have the best sharing experience.”

High-Quality Stills and Videos

With the AVCHD format, these new cameras record movies in 1920 x 1080 full HD resolution at 60i in 17Mbps. The AVCHD format captures a high degree of detail and smooth movement, and when footage is burned to disc, it can be played back on your HDTV using most Blu-ray Disc™ players, Sony® PlayStation®3 systems and compatible Blu-ray Disc enabled PCs. In addition to the supplied PMB software for Windows users, it is also possible to edit recorded AVCHD file using iMovie® for Macintosh users.

The camera will also capture videos in the MP4 format (up to 1440 x1080 30p 12Mbps) for online sharing.

Managing Difficult Lighting

The HX5V and TX7 cameras offer in-camera multi-shot High Dynamic Range (HDR), which combines highlight and shadow detail of two separate captures into one remarkably natural looking image—even without a tripod.

HDR offers a solution for strong backlight situations which typically result in either dark shadows in the foreground or a washed out background. Sony’s “Exmor R” sensor and BIONZ™ processor help to correct these issues.

Sony unveiled its second full-frame digital SLR in the shape of DSLR-A850. Sony A850 once rewrites the rules again, as the first-ever full-frame digital SLR with a list price of less than $2,000.

24.6-megapixel Exmor™ CMOS full-frame sensor

Sony’s established semiconductor expertise is behind the exceptional performance of the α850 in many ways, but perhaps most prominently in its full-frame 24.6-megapixel Exmor CMOS image sensor. This sensor – the same one used in the flagship α900 – was designed specifically for 35mm full-frame imaging, implementing proprietary Sony planarization technology for maximum flatness, plus over 6,000 on-chip column parallel analog/digital converters so that the analog image is converted to noise-resistant digital form right at the beginning of the processing chain. Noise reduction is applied both before and after analog/digital conversion for an even cleaner signal.

Dual BIONZ™ image processing for beauty and speed

The large volume of image data generated by the α 850′ s 24.6-megapixel Exmor CMOS image sensor is no challenge for the power of Dual BIONZ image processing engines. Not only do the BIONZ engines give you exceptionally fast response, including the capability for continuous 3 fps shooting at full resolution*, but they deliver images with true-to-life color and tonal gradation as well. They also apply two stages of advanced noise reduction so the finest image details come through. The combination of the high-resolution Exmor image sensor and Dual BIONZ image processing engines delivers exceptionally high resolution and outstanding dynamic range, making it possible to take advantage of the stellar optical quality of precision-series lenses.

Multi-stage noise reduction for outstanding clarity

Referring to the diagram below, you can see that noise reduction is applied at four different stages: twice by the Exmor CMOS sensor (once before initial analog-to-digital conversion, and once after), and twice by the Dual BIONZ image processing engines before image processing.

Both the points at which noise reduction is applied within the processing chain and the types of noise reduction applied have been precisely tailored to achieve maximum image clarity without compromising detail or tonal nuance.

Introducing the α900. A camera whose stellar image quality eclipses everything you have known before. At its heart is a 35mm full-frame Exmor™ CMOS sensor that represents the culmination of a dream. With 24.6-megapixel* resolution that captures details so fine, and color so rich and natural, you will never be satisfied with anything less again.
The α900 digital SLR from Sony. In truth, it is a camera like no other.

Images of singular beauty, from a sensor like no other

Only a company with Sony’s long experience in semiconductor and microprocessor manufacturing could have developed the α900′s remarkable new 24.6-megapixel* 35mm full-frame Exmor CMOS sensor. Designed specifically to take advantage of the superb resolving power of high-precisionαseries lenses, its high pixel count and large size assure enhanced image detail and a wider dynamic range that enables colors and subtle tonal gradations to be captured just as the human eye perceives them.

24.6-megapixel Exmor™ CMOS 35mm full-frame imaging

The α900′s image sensor is designed from the ground up for 35mm full-frame imaging, and is produced using proprietary Sony planarization technologies to ensure an ultra-flat surface across the entire imaging area. Instead of a single analog/digital converter, the sensor uses over 6000 on-chip column-parallel analog/digital converters to convert analog signals to noise-resistant digital signals at the earliest possible stage. In addition, noise reduction is applied both before and after analog/digital conversion to ensure cleaner signal output. The result is not only higher image quality, but also blazingly fast sensor response.

Dual BIONZ™ image processing for truly lifelike and natural color

Image processing gets a big boost in speed and power from new dual BIONZ image processing engines on the α900. As a result, even the massive amount of image data captured by the 24.6-megapixel Exmor CMOS sensor can be processed instantly, assuring you of quick shooting response and truly natural, what-you-see-is-what-you-get color and tonal gradation. In addition, the dual BIONZ engines apply advanced noise reduction algorithms twice — once prior to RAW data conversion and again during image processing — to ensure an absolute minimum of noise in final image data.

Faster, more powerful SteadyShot® INSIDE

To match the larger size and higher image quality specifications of the new 35mm full-frame Exmor CMOS sensor, theα900 features a SteadyShot INSIDE image stabilization system that is 1.5x more powerful, and 1.3x faster, than previous systems. Enabling you to enjoy handheld shooting at shutter speeds up to 4 steps slower than would otherwise be possible,* the body-mounted SteadyShot INSIDE system works with all compatible α system lenses — including macro and wide-angle lenses — and doesn’t cause the image degradation that can occur with lens-based optical stabilization systems.