Press Release - Sony 香港| Sony HK

Press Release - Sony 香港| Sony HK

Press Release

Experience Enhanced Live View with New DSLR Camera Range by Sony

Designed to take photography to the next level, the new range sports

Exmor™ CMOS image sensor and enhanced features for professional image capture

From left to right: 850, 550, 500

Hong Kong, August 28, 2009 – Sony Corporation of Hong Kong Limited today unveiled its latest DSLR cameras - 500, 550 and 850 – delivering an outstanding combination of features to take consumers’ photography experience to the next level. Incorporating improved

Quick AF Live View with Face Detection and Smile Shutter capabilities, the 12.3-megapixel

500 and 14.2-megapixel 550 enable users to capture smiling faces on their DSLR cameras easily. Featuring a 24.6-megapixel full-frame Exmor™ CMOS sensor which is also used in

Sony’s flagship 900, the competitively priced 850 delivers true-to-life reproduction with breathtaking resolution.

New Exmor™ CMOS Sensor, BIONZ™ Processor, SteadyShot

®

INSIDE

Boasting a 24.6-megapixel full-frame Exmor™ CMOS image sensor, the 850 allows wideangle and specialty lenses (such as fisheye lenses) to be used the way they were designed to.

Also, users can achieve high resolution images easily for large-format printing. Similarly, the

500 and 550 feature a newly-developed 12.3-megapixel APS-C Exmor CMOS sensor and

14.2-megapixel APS-C Exmor CMOS sensor respectively. Coupled with a new BIONZ image processor and high ISO sensitivity of up to 12,800, users now have more control during handheld, low light shooting.

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All cameras feature SteadyShot

®

INSIDE, an in-body optical Image Stablisation system which automatically counters unwanted camera shakes. Adding convenience, the new range is made to work with any , Minolta or Konica Minolta AF lenses, including the new DT 30mm F2.8

Macro SAM lens and full-frame-capable 28-75mm F2.8 SAM zoom lens.

High-speed Continuous Shooting, Auto HDR Mode

Capturing the moment is made much easier with burst shooting speeds that are greatly improved on the new camera range. When using the optical viewfinder, the new DSLR cameras are capable of shooting speeds of up to 5 frames per second (fps). During live view shooting on the

500 and 550, it is able to capture up to 4 fps. In addition, the 550 has a Speed Priority mode that allows for up to 7 fps (with focus and exposure locked at the first frame) which is the highest among the same class and can be used in both optical viewfinder and Quick AF Live

View modes.

Also available on the new 500 and 550 is the Auto HDR (High Dynamic Range) mode where two exposures are combined to create instantly an optimized image even when using handheld shooting. By ensuring that both highlights and shadow detail are fully captured and reproduced, pictures taken using Auto HDR will look as realistic and beautiful as the original scene.

Significantly Improved Live View Function

The 500 and 550 feature advanced Quick AF Live View. Using Sony-proprietary face detection technology and fast, phase-detection AF, it automatically detects up to eight faces, instantly selecting and focusing on primary targets within the camera’s nine focus zones. Face

Detection also optimizes settings such as exposure, white balance and the D-Range Optimizer for natural skin tone.

While most DSLR users have a hard time capturing smiling faces, the combination of Quick AF

Live View with Face Detection and Smile Shutter on the new 500 and 550 simplifies the process of capturing smiling faces – even those that are constantly in motion. With Smile Shutter mode activated, the cameras analyse and detect faces to determine if they are smiling and automatically release the shutter once a desired Smile level is achieved. In addition, Face

Detection analysis ensures natural skin tones by optimising image settings.

For greater focusing and framing control, the 500 and 550 feature a new Manual Focus

Check Live View function that enables still life and macro shooters to view the live view image directly on the LCD monitor with 100% frame coverage. 7x or 14x magnification is possible.

The 500 and 550 also sport a 3-inch TFT Clear Photo LCD Plus (230,400 dots) and 3-inch

TFT Xtra Fine LCD (921,600 dots) respectively. Capable of tilting up or down for up to 90

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degrees, these variable-angle 3-inch LCD monitors are treated with a multi-layer, anti-reflective coating for better visibility under bright outdoor light.

Hassle-free Photo Sharing

Sharing stunning photos on the new cameras is quick and convenient with high-quality Full HD slideshow playback on any compatible HD TV (via HDMI output). With BRAVIA Sync, users can easily control camera playback and BRAVIA TV functions using just one remote control.

The Memory Stick Duo slot in all three cameras support high capacity Memory Stick media, including the new Memory Stick PRO-HG Duo HX cards. The new Memory Stick PRO

Duo HX 32GB also significantly increases memory space by storing over 5000 pictures

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on a single card. The 500 and 550 have an additional SD (Secure Digital) slot each.

Sony and the Environment

Sony is consistently engaged in a review of our manufacturing operations and business practices to ensure products are developed in an environmentally responsible manner. As part of companywide efforts to recycle valuable resources, a significant portion of the external body of these cameras is made from high-quality recycled polycarbonate

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. Using Sony exclusive technologies, the high-quality polycarbonate extracted from waste CDs are made into external body components for the cameras.

The new DSLR camera range will be available as follows:

Suggested Retail Price Availability Models

500 Single Lens Kit (body and SAL1855 lens)

500 Double Lens Kit (body and SAL1855,

SAL55200 lenses)

HK$5,990 September 2009 550 Body

550 Single Lens Kit (body and SAL1855 lens)

550 Double Lens Kit (body and SAL1855,

SAL55200 lenses)

850 Body

DT 30mm F2.8 Macro SAM lens

HK$14,990

HK$1,590

September 2009

October 2009

28-75mm F2.8 SAM lens HK$5,990 November 2009

1

The 550 can store over 5000 images with Large (14-megapixel resolution), JPEG Fine setting (Aspect ratio: 3:2)

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High-quality recycled polycarbonate is recovered during CD manufacturing operations at Sony Music

Manufacturing Inc

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Order Now

Pre-orders for the 550 special packages run from September 10 to September 27, 2009 at all

Sony Style stores, Sony Style web site (www.sonystyle.com.hk), Sony sales and services hotline at 2345-2966 and Sony authorised dealers. All packages offer a carrying case LCS-MS10, a

Memory Stick MS-HX4G, and a LCD screen protector PCK-LS7AM, for free. For details, please visit Sony web site on www.sony.com.hk.

For customer enquiries, please contact Sony sales and services hotline at (852)2345-2966.

About Hong Kong Marketing Company

Hong Kong Marketing Company (HKMC), a division of Sony Corporation of Hong Kong

Limited, provides sales, marketing and after sales services for Sony’s consumer electronics products as well as broadcast and professional products in Hong Kong and Macau. For more information on Sony’s products and services, please visit its web site on www.sony.com.hk.

###

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Specification sheet for Sony DSLR cameras 500, 550 and 850

Features 850 550

Type

Lens Mount

Lens Compatibility

Image Sensor Image Sensor

Recording

Effective Pixels

Total Pixels

Anti-Dust Function

Recording Format

500

Digital SLR camera for use with interchangeable lenses

Digital SLR camera with built-in flash for use with inter-changeable lenses

Sony α mount

Sony α lenses, Minolta and Konica Minolta AF lenses

1

35mm-film format

(35.9 x 24.0mm),

Exmor™ CMOS sensor

Approx. 24.6 megapixels

APS-C size

(23.4x15.6mm)

Exmor™ CMOS sensor

Approx. 14.2 megapixels

APS-C size

(23.5x15.6mm)

Exmor™ CMOS sensor

Approx. 12.3 megapixels

Approx. 25.7 megapixels

Approx. 14.6 megapixels

Approx. 12.9 megapixels

Charge protection coating on low-pass filter, image-sensor shift mechanism

JPEG (DCF2.0 and

Exif 2.21 compliant,

DPOF supported),

RAW (Sony ARW 2.1 format), RAW + JPEG

Image

Size

Aspect

Ratio:

3:2

Aspect

Ratio:

16:9

APS-C

Size

Capture

Image Quality

Modes

Media

L size: 6048x4032

(24M)

M size: 4400x2936

(13M)

S size: 3024x2016

(6.1M)

L size: 6048x3408

(21M)

M size: 4400x2472

(11M)

S size: 3024x1704

(5.2M)

L size: 3984x2656

(11M),

M size: 2896x1928

(5.6M),

S size: 1984x1320

(2.6M)

RAW, cRAW

(compressed), RAW +

JPEG (Fine), cRAW

(compressed) + JPEG

(Fine), JPEG Extra

Fine, Fine, Standard

Memory Stick Duo

/

Memory Stick PRO

Duo

/ Memory Stick

PRO-HG Duo

;

JPEG (DCF Ver.2.0,

Exif Ver.2.21, MPF

Baseline) compliant,

DPOF compatible,

RAW (Sony ARW 2.1 format), RAW + JPEG

JPEG (DCF Ver.2.0,

Exif Ver.2.21, MPF

Baseline) compliant,

DPOF compatible,

RAW (Sony ARW 2.1 format), RAW + JPEG

L size: 4592x3056

(14M)

M size: 3344x2224

(7.4M)

S size: 2288x1520

(3.5M)

L size: 4272x2848

(12.0M)

M size:

3104x2072(6.4M)

S size: 2128x1416

(3.0M)

L size: 4592x2576

(12M)

M size: 3344x1872

L size: 4272x2400

(10.0M)

M size: 3104x1744

(6.3M)

S size: 2288x1280

(5.4M)

S size: 2128x1192

(2.9M) (2.5M)

NA NA

RAW, RAW+JPEG, JPEG Fine, Standard

Memory Stick PRO Duo

HG Duo

, Memory Stick PRO-

; SD memory card,

SDHC memory card

5

White

Balance

Noise Reduction

Focus Control

Bracketing

Type

Sensor

Focus Point

Sensitivity Range

Modes

CompactFlash (Type

I/Type II, UDMA

Mode 5 compliant),

Microdrive

Long exposure NR: On/Off selectable, available at shutter speeds longer than 1 sec.,

High ISO NR: High/Normal/Low/Off selectable at ISO 1600 or higher sRGB, Adobe RGB Colour Space

Creative style

D-Range optimizer

Modes

Standard/Vivid/Neutral

/Clear/Deep/Light/Port rait/Landscape/Sunset/

Night View/Autumn

Leaves/B&W/Sepia

Adjustable parameter:

Contrast/Saturation/Sh arpness/Brightness/

Zone Matching *

*Saturation cannot be set for B&W and

Sepia.

Off/Standard/

Advanced Auto/

Advanced

(Lv 1 to 5)

Standard, Vivid, Portrait, Landscape,

Sunset, B/W <Contrast, Saturation,

Sharpness adjustable in +/- 3 steps>

Off, D-Range Optimizer (Auto, Lv1-5),

Auto HDR (Auto Exposure Difference,

Exposure difference Level

<Up to 3EV between 1.0-3.0EV in 0.5EV steps>)

DRO Advanced

Bracketing: 3 frames,

Hi/Lo level selectable

Auto, Daylight, Shade,

Cloudy, Tungsten,

Fluorescent, Flash,

Color Temperature

(2500-9900K) with color filter

(19-step magenta/green

Auto, Daylight, Shade, Cloudy, incandescent,

Fluorescent, Flash, Color Temperature/Color

Filter, Custom compensation),

Custom (3 settings can be registered)

3 frames; Hi/Lo level selectable

TTL phase detection system

CCD line sensors

9 points

(center dual-cross type)

9 points with 10 assist points

EV 0 - 18 (ISO 100 equivalent)

Single shot AF (AF-S),

Automatic AF (AF-A),

Continuous AF (AF-

C), Direct Manual

Focus (DMF),

Manual Focus (MF)

AF/MF selectable.

AF modes: Single-shot AF, Automatic AF,

Continuous AF

6

Exposure

Control

Viewfinder

Focus Area

Features

Wide, Spot, Local

(9 local focus areas, selectable with multi selector)

AF Micro Adjustment

(+/- 20-step increments for up to 30 different lenses), Predictive control, Focus lock,

AF illuminator (LED,

Range: approx. 1-7m,

Auto/Off selectable)

Wide, Spot, Local (9 local areas selectable)

Predictive control, Focus lock, Eye-start AF, AF illuminator (Built-in flash, Range: approx. 1-5m)

Metering Type TTL metering

Exposure

Sensor

Sensiti vity

Range

Metering Cell: 40-segment honeycomb-pattern SPC

EV 0 - 20 (EV 2 - 20 in spot metering mode)

(at ISO100 with F1.4 lens)

EV2 - 20 (EV4 - 20 in spot metering mode) (at

ISO100 with F1.4 lens)

Multi segment, Center-weighted, Spot Modes

Modes Auto, Program Auto

(P, with program shift),

Aperture priority (A),

Shutter priority (S),

Scene

Selecti on

Manual (M)

NA

+/- 3 EV, 0.3 / 0.5 EV steps selectable

Expos ure

Comp ensati on

Brack eting

ISO Sensitivity

Range

Type

Field Coverage

Magnification

3/5 frames selectable,

Single or Continuous selectable,

0.3/0.5/0.7/2.0

*

EV steps selectable

*2.0 EV bracketing limited to 3 frames.

ISO 200-3200 in 1/3

EV steps (ISO 100 -

6400 can be set as expanded ISO range)

ISO Auto Range: ISO

200-1600, ISO 400-

1600, ISO 400-800,

ISO 200-800, ISO 200-

400 selectable

Fixed eye-level, pentaprism

Approx. 98%

Approx. 0.74x (with

Programmed AE (AUTO, AUTO - Flash Off, P),

Aperture priority, Shutter priority, Manual,

Scene selection

Portrait, Landscape, Macro, Sports, Sunset,

Night portrait

±2EV (in 0.3EV steps)

3 continuous exposures, in 0.3/0.7EV steps

AUTO (ISO 200-1600), 200 to 12800 selectable

(in 1EV step, Recommended Exposure Index)

Fixed eye-level, penta-Dach-mirror

Approx. 95%

0.80x (with 50mm lens at infinity, -1m

-1 )

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LCD Monitor

Quick AF

Live View

Diopter Adjustment

Eye Relief /

Eyepoint

Screen

50mm lens at infinity,

-1m

-1

)

-3.0 to +1.0m

-1

Approx. 20mm from the eyepiece (at -1m

-1

)

Type

Total Number of

Dots

Brightness

Adjustment

Angle Adjustment

Type

Image Sensor

Metering

Sensitivity Range

Spherical acute matte screen (G type)

User-replaceable L type, FDA-FL1AM

(Grid type) and M type, FDA-FM1AM

(Super spherical acute matte type) available

(with both types optional)

3.0-inch type*

Xtra Fine LCD

*Viewable area, measured diagonally

3.0-inch type, TFT

(Xtra Fine LCD)

921,600 dots

Spherical Acute Matte

3.0-inch type, TFT

(Clear Photo LCD

Plus)

230,400 dots

Adjustable in +/- 5 steps

NA

NA

NA

NA

Approx. 19mm from the eyepiece lens, 15mm from the eyepiece frame

Auto Brightness Control (Auto setting in 2 steps), manual setting in 5 steps

Up/Down by 90 degrees

(from the camera back)

Live view from the dedicated image sensor

(pentamirror tilt system)

Dedicated to live view

EV1 - 17

( in all metering modes, at ISO100 conversion with F1.4 lens)

NA 90% Coverage

Display

Other Features

NA Histogram display, real-time image adjustment display (Exposure compensation, white balance, sunset/B&W of Creative Style) detection

(Up to 8 faces can be auto-detected.),

NA

Smile Shutter (selectable from 3 levels),

Smart Teleconverter (1.4x/2.0x selectable)

Live view from CMOS sensor "Exmor™" Manual Focus

Check Live

View

Type

Metering

Coverage

NA

NA

Metering method varies according to shooting mode in use at time of activation

(live view or optical viewfinder).

100%

8

Shutter

SteadyShot ®

INSIDE

(Image

Stabilization)

Flash Control for DSLR-

A850

Built-in Flash

Other Features

Type

Range

Flash Sync Speed

NA Enlarged display (7x/14x), Grid line display

(on/off selectable)

Electronically-controlled, vertical-traverse, focal-plane type

1/8000 to 30 sec., Bulb 1/4000 to 30 sec., Bulb

1/250 sec. w/o

SteadyShot INSIDE,

1/200 sec. w/

SteadyShot INSIDE

1/160 sec.

Image-sensor shift mechanism Type

Indication

Compensation

Effect

SteadyShot scale and camera-shake warning

SteadyShot INSIDE scale and

Camera-shake warning in the viewfinder (indicated on LCD monitor in live view mode)

Equivalent to approx. 2.5 to 4 steps in shutter speeds (varies according to shooting conditions and lens used)

External flash

Control

α system flash units

(optional)

ADI , pre-flash TTL

NA

NA

Flash compensation +/- 3EV, 0.3 / 0.5 EV steps selectable

Fill-flash,

Rear sync, Wireless*,

Slow sync, High-speed

Sync,

*Wireless trigger requires HVL-F58AM,

HVL-F20AM.

*Wireless remote requires HVL-F58AM,

HVL-F56AM,

HVL-F42AM,

HVL-F36AM.

Flash bracketing

Sync terminal

Pop-up

Guide Number

3 / 5 frames, 0.3 / 0.5 /

0.7 / 2.0*EV step selectable

*2.0EV bracketing limited to 3 frames.

NA

Built-in, adaptable to the sync. terminal of

NA the opposite polarity

NA Auto

NA

NA

NA

12 (in meters at ISO100 conversion)

Flash Coverage

Control

Flash

Compensation

NA

NA

NA

18mm (focal-length printed on the lens body)

ADI, Pre-flash TTL

±2EV (in 0.3 EV steps)

9

Drive

Flash Bracketing

Recycling Time

Modes

Playback

Number of Frames

Recordable

Interface PC

Interface

Power

10

Weight

External Power

Source

AC Adapter AC-

PW10AM (optional) /

Charger AC-

VQ900AM (optional)

Approx. 850g

(w/o battery, memory card, accessories)

AC Adapter/Charger AC-VQ900AM,

AC Adapter AC-PW10AM

(both sold separately)

Approx. 599g

(without battery, memory card, accessories)

Approx. 137 x 104 x

84mm

(W/H/D, excluding protrusions)

Approx. 597g

(without battery, memory card, accessories)

Approx. 137 x 104 x

84mm

(W/H/D, excluding protrusions) which may affect light metering accuracy in certain shooting situations.

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