Sony is making it easy for first-time digital SLR
buyers to step up from point-and-shoot digital still cameras with the
introduction today of three new easy-to-use (alpha) cameras (models DSLR-A380,
DSLR-A330 and DSLR-A230), four new lenses, a flash and accessories.

Uniquely Matched to Customers’ Needs

The new cameras are designed to overcome challenges faced by many
customers taking their first steps in DSLR photography. Without compromising
performance and versatility, the new models are smaller, lighter, easier to
use and offer innovative expansion options not found in other systems.

“Our new (alpha) cameras, lenses and accessories make it easier for new
users to get the great photos they expect without the steep learning curve
that DSLRs have traditionally required,” said David Oyagi, marketing manager
for the (alpha) business at Sony of Canada Ltd. “By overcoming the obstacles,
we’ve made it much easier for newcomers to take great pictures with DSLRs.”

Light and Compact

The 10.2 megapixel A230 camera is the lightest, most compact alpha DSLR
camera body ever 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(TM) 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.

Quick AF Live View System

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(TM)
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.

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

The new cameras include dedicated slots for high-capacity Memory Stick
PRO Duo Memory Stick PRO-HG Duo and SD/SDHC (sold separately).

Built-in Help Guide

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 clear, concise 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.

Systems, Lenses and Flash

Making it easier for first-time DSLR users to get started, the new Sony
cameras come in camera-and-lens packages. In addition to the two new standard
zoom and telephoto lenses, the company introduced new portrait and macro
lenses. These purpose-built lenses make it much easier to obtain
professional-looking, creative results.

Optimized for use with APS-C sized image sensors, these lenses feature a
Smooth Autofocus Motor (SAM) that enables in-lens auto focus (AF) drive for
smooth, quiet operation, and high optical performance in a compact size.

The DT 18-55mm F/3.5-5.6 standard zoom lens (model SAL-1855) incorporates
aspherical and Extra-low Dispersion (ED) elements to provide an all purpose
lens with outstanding image quality. The DT 55-200mm F/4-5.6 telephoto zoom
lens (model SAL-55200/2) features an ED glass element and helps bring distant
subjects closer, ideal for capturing sports.

To make the benefits of portrait and macro photography easier and more
accessible, Sony is introducing a DT 50mm F/1.8 portrait lens (model
SAL-50F18) and DT 30mm F/2.8 (model SAL-30M28) macro lens. The wide aperture
SAL-50F18 lens helps users capture beautiful portraits with gently defocused
backgrounds while the SAL-30M28 macro lens captures intricate close-ups. Both
techniques are difficult to achieve with standard lenses.

To help users take better shots with flash, Sony offers an affordable,
compact external flash unit (model HVL-F20AM) that is simple to operate.
Unlike a camera’s built-in flash, this external flash provides higher output
(Guide Number 20), and enables users to bounce light off the ceiling to
eliminate harsh shadows and achieve more even illumination when shooting