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Sony Introduces SLT-A37 Digital SLR, NEX-F3 Mirrorless Camera, and Two New Lenses

Sony Introduces Speedy α37 Camera with Full-time Continuous AF Powered by Translucent Mirror Technology

Sony Alpha SLT-A37 Digital SLR Camera

New Model Features High-Quality 16.1MP APS-C Image Sensor, up to 7 fps Shooting, High- Resolution Electronic Viewfinder and more

SAN DIEGO, May 16, 2012 – Lightweight, easy to use and packed with a variety of useful features, the new Sony SLT-A37 camera is an ideal choice for consumers eager to explore the world of interchangeable lens DSLR photography.

The new Sony α37 digital SLR camera is the latest to feature Sony’s acclaimed Translucent Mirror Technology, which delivers a potent combination of fast shooting, non-stop phase detection autofocus and continuous live image preview during still and full HD video (60i/24p) shooting.  This innovative technology also allows the new Sony α37 camera to grab split-second action with a burst of sharply focused images.  Shots can be captured at up to seven frames per second in Tele-Zoom High Speed Shooting Mode, where the central portion of the sensor’s image is magnified by approximately 1.4x.

The Sony a37 camera has a precision 3-cross 15-point AF system with tracking autofocus that keeps faces and fast-moving subjects in sharp focus.  From action-packed sports to spontaneous family portraits, it will ensure that all the drama and beauty of that special moment is captured.

“Delivering lightning-fast shooting speeds and autofocus plus advanced full HD video capture, our innovative Translucent Mirror Technology continues to serve as the backbone of our A-mount line of cameras,” said Mike Kahn, director of the Alpha business at Sony.  “Featuring this unique technology plus a host of exciting new features and an attractive price tag, our new α37 camera brings a whole new meaning to the term ‘entry level DSLR’.”

Framing and focusing is easy with the Sony a37 camera’s high-resolution Tru-Finder™ electronic viewfinder.  With a high 1440k dot resolution, excellent contrast and 100% field of view, it matches or exceeds the abilities of many optical viewfinders.  Adjustments to exposure and other creative picture settings can be previewed in real time, either via the Tru-Finder™ EVF or the tilt-angle 6.7 cm (2.7") Clear Photo™ LCD screen, making it easy to create shots with a customized, professional finish.

Additionally, the Sony α37 camera helps inexperienced photographers create top-quality portraits with ease.  The new Auto Portrait Framing mode identifies the subject’s position in a composed image and follows the “rule of thirds” to trim the scene and create a beautifully framed portrait.  The cropped photo is then boosted to full resolution using Sony’s unique By Pixel Super Resolution technology, which uses pattern matching to maintain superb image detail, tones and textures in the photo.   Both the original and cropped image files are saved for review.

By Pixel Super Resolution Technology is also used for the “Clear Image Zoom” feature, which digitally doubles the effective magnification of any lens attached to the camera. Ideal for travel and everyday shooting, it’s a great way to boost maximum focal length without carrying extra hardware.

The 16.1 effective megapixel Exmor® APS HD CMOS sensor inside the Sony α37 camera captures finely detailed, low noise stills and Full HD video. It’s teamed with the latest BIONZ® image processor that extends sensitivity to an ISO 100-16000 range, broadening options for low-light shooting without flash.  Shared with all α A-mount cameras, SteadyShot INSIDE™ stabilization cuts the effects of camera shake by up to 4.0 stops for clearer handheld images with any A-mount lens.

The new Sony α37 camera also features Superior Auto Mode, which intelligently recognizes a wide range of scenes and subjects and adjusts settings automatically.

The new Sony α37 digital camera will be available this June with an 18-55mm kit zoom lens (model SEL1855) for about $600.

Sony Alpha SLT-A37 Digital SLR Camera Front

Sony Alpha SLT-A37 Digital SLR Camera RearSony Alpha SLT-A37 Digital SLR Camera Lens Mount

Sony Alpha SLT-A37 Digital SLR Camera Top

Sony Alpha SLT-A37 Digital SLR Camera Left SideSony Alpha SLT-A37 Digital SLR Camera Right Side

New Sony A-Mount 18-135mm Telephoto Zoom Lens (SAL18135)

Sony SAL18135 A-Mount 18-135mm Lens

A versatile match for the Sony α37 and other Sony A-mount camera bodies, the new SAL18135 18-135mm F3.5-5.6 telephoto zoom lens offers a generous 8x (approx.) zoom range in a compact, go-anywhere lens that’s great for travel, street photography and everyday shooting.  The lens features a SAM design that assures smooth, rapid, whisper-quiet autofocus operation and Direct Manual Focus for accurate fine-tuning of focus.  This sharp telephoto zoom lens will also be offered as a kit lens with the Sony α37 and other Sony A-mount camera bodies.

The new Sony SAL18135 telephoto zoom lens will be available as a stand-alone product this July for about $500, and will be offered as a kit lens with other Sony A-mount cameras beginning this August.

Sony’s New α (Alpha) NEX-F3 Camera Packs DSLR-Size Sensor and Advanced Feature Set into Small, Stylish Body

Sony NEX-F3 Mirrorless Digital Interchangeable Lens Camera

Lightweight Model Features 16.1 Megapixel APS-C Sensor, 180° Tiltable LCD, Built-in Flash, Auto Portrait Framing and more

SAN DIEGO, May 16, 2012 – Sony’s α NEX-F3 digital camera delivers professional quality photos with a compact, pocket-sized body, allowing consumers to explore the creative world of high-quality, interchangeable lens photography in a refreshingly fun and entertaining way.

The new Sony NEX-F3 camera features the same space-saving mirrorless design as other models in Sony’s E-mount family as well as an advanced, 16.1 effective megapixel Exmor™ APS HD CMOS sensor, identical in size to sensors found in traditional DSLR cameras.   The large sensor of the Sony NEX-F3 takes in more light during image capture, resulting in flawless, low-noise photographs and crisply detailed Full HD videos (60i/24p).  Photographers can also easily create images with beautiful defocus effects, where the subject is focused sharply against a smoothly blurred background.

“Sony continues to redefine digital photography with our E-mount series, packing a large APS-C size sensor into a small, lightweight camera body to produce professional-quality images with ease,” said Mike Kahn, director of the Alpha business at Sony.  “Featuring a diverse set of imaging technologies and offered at a great price, the new Sony NEX-F3 model reinforces our commitment to this rapidly growing compact system camera market."

The Sony NEX-F3 camera adds a whole new perspective to self-portraits with a 180° Tiltable LCD screen, a first for Sony’s E-mount camera line.  By simply holding the camera at arm’s length and flipping the LCD screen vertically, users can adjust the on-screen preview image and properly frame photos.

Additionally, the new model features a useful built-in flash to broaden shooting options indoors or in low light situations.  Already introduced on Sony’s acclaimed NEX-7 camera, this pop-up flash handily brightens portraits and other shots without the need to carry an additional flash accessory.

The new Sony NEX-F3 camera also includes the new Auto Portrait Framing feature for creating top-quality portraits quickly and easily.   This innovative feature identifies a subject’s position in a composed image, and follows the “rule of thirds” to trim the scene appropriately around the subject’s face, creating a beautifully composed portrait.  The cropped portrait is then boosted to full resolution using Sony’s unique By Pixel Super Resolution technology, which uses pattern matching to maintain superb image detail, tones and textures in the photo.   Both the original and cropped image files are saved for review.

By Pixel Super Resolution Technology is also used for the “Clear Image Zoom” feature, which digitally doubles the effective magnification of any lens attached to the camera. Ideal for travel and everyday shooting, it’s a great way to boost maximum focal length without carrying extra hardware.

Other convenient essentials added to the new Sony NEX-F3 camera include the Superior Auto mode,  which intelligently recognizes a wide range of scenes and subjects and adjusts settings automatically. Battery stamina has been boosted to an industry-leading 470 shots (approx.) on a single charge – an approximate 18% improvement over its predecessor, the NEX-C3 model.

The camera is compatible with the FDA-EV1S viewfinder accessory (sold separately), which offers a high-contrast, high-resolution OLED viewfinder display and a wide viewing angle.  The Sony NEX-F3 model also features a high-quality, premium-feel grip for more comfortable handling and can be charged via either USB or a standard AC outlet.

The new NEX-F3 compact digital camera will be available this June in silver, black and white with an 18-55mm kit zoom lens (model SEL1855) for about $600.

Sony Alpha NEX-F3 Mirrorless Digital Interchangeable Lens Camera Front

Sony Alpha NEX-F3 Mirrorless Digital Interchangeable Lens Camera Back

Sony Alpha NEX-F3 Mirrorless Digital Interchangeable Lens Camera Lifestyle

New Lightweight 18-200mm Telephoto Zoom Lens for Sony α (Alpha) NEX (SEL18200LE)

Sony SEL18200LE 18-200mm E-Mount Lens

An ideal travel partner for the Sony NEX-F3 camera, the new Sony SEL18200LE E-mount 18-200mm F3.5-6.3 OSS LE telezoom lens offers a powerful 11x zoom range and superb resolution in an easy-to-carry package.  Smaller and 12% lighter than the SEL18200 lens, the new E-mount model features Optical SteadyShot to compensate for the effects of hand-shake.  It also features Direct Manual Focus to give users precise control over focus settings, resulting in crisp, beautiful images.

The new SEL18200LE telezoom lens will be available this July in black for about $850.

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