Sony introduces the industry's first line of digital cameras with a transparent mirror technology

Written by Noel Christensen in Camera , Review

Lightweight and compact α55 and α33 models: Up to 10 fps with high-speed autofocus and Full HD video quality

• α55 model (SLT-A55) has 16.2 megapixels and α33 model (SLT-A33) is with 14.2 megapixels
• Response times of up to 10 fps (frames per second) and fast and accurate fasedetektions AF
• The first Quick AF HD video mode provides quick and continuous autofocus while recording
• Improved Quick AF Live View, and 7.5 cm (3 ") movable LCD screen and Tru-Finder (Electronic Viewfinder) with 100% frame coverage
• Advanced shooting features like 3D Sweep Panorama, Auto HDR and multi-frame noise reduction

Sony's family of Alpha cameras with interchangeable lenses is growing now with the new, compact and ultra-fast models α55 and α33.

Sony's first digital cameras ever, containing the transparent mirror technology sets new standards in digital photography. Unlike traditional DSLR cameras use the transparent mirror technology a solid transparent mirror, where the signal while hitting the main image sensor and a separate fasedetektions AF sensor.

Thus, a high-resolution live-view image available all the time with fast and accurate fasedetektions-AF - either via the freely adjustable 3 "LCD screen or via Tru-Finder (electronic viewfinder). This also ensures that moving subjects are always in focus, whether you're recording in Full HD video or stills.

The transparent mirror technology overcomes the limitations of traditional DSLR cameras with its simple mechanical design, which reduces both the camera size and complexity. This makes the α55 and α33 models are the perfect choice for photographers who want to capture spontaneous family and travel experiences without having to carry around a lot of photo equipment.

High resolution images at up to 10 fps and precise autofocus
The pioneering transparent mirror technology allows for the inclusion of high speed - α55 model with up to 10 fps and α33 model with up to 7 fps in Continuous Priority AE mode. Thus, these cameras represent the fastest continuous AF shooting compared to an equivalent DSLR camera with an APS-C sensor.

A newly developed 15-point fasedetektions AF system ensures fast and accurate autofocus so that even moving subjects in focus during continuous shooting. This makes both α55 and α33 model able to capture fast movements or even the slightest change in a facial expression of a portrait image.

The world's first camera with Quick AF Full HD video ¹
The large Exmor APS HD CMOS sensor in both cameras allow photographers to capture the amazing and beautiful HD video with beautiful blurred backgrounds.

α55 and α33 models also marks a debut of Quick AF Full HD video recording. The transparent mirror technology enables AVCHD 1080i video with fast and precise autofocus of moving subjects. Video recording with Live View via the electronic viewfinder is also a reality in contrast to traditional DSLR cameras where the mirror prevents light from reaching the optical viewfinder during recording.

Effortless composition and image viewing
α55 and α33 models provide exciting new opportunities to record and watch video clips and still images in the highest quality. Sony's Quick AF Live View system has already been praised by experienced DSLR users and enthusiasts, and new models, the system has become even more efficient.

The super-sharp 3 "Xtra Fine LCD (16:9 / 920K dots) can be freely rotated and tilted in any direction and reproduces contrast-rich, detailed images.

Both models also have a very accurate electronic viewfinder with a resolution of 1.15 megapixels, which gives a clear and bright image with 100% frame coverage that provides optimal image composition. Options on exposure, depth of field and color can be seen immediately - either the viewfinder or the LCD screen. Easy and convenient image composition is aided further on the road with optional gridlines in the viewfinder or the LCD screen and a new digital spirit level.

Increased creative options
α55 and α33 models both have built-in SteadyShot INSIDE image stabilization and is compatible with the entire series of more than 30 interchangeable A-mount lenses from Sony and Carl Zeiss. Camera's built-in image stabilization is effective for up to 4-stops of handheld shooting.

Both cameras also include 3D Sweep Panorama, allowing photographers to capture stunning panoramic images. 3D panorambilleder can be viewed on any compatible 3D HD television. Normal Sweep Panorama is also available.

SLT-A55 model is also the first Sony camera with integrated GPS, which allows for automatic geo-tagging of photos and video clips.

The new generation of Exmor APS HD CMOS sensors, which sits in both cameras, supports a number of exciting features for creative photography and imaging. This provides even greater creative possibilities for both amateur and professional photographers.

Auto HDR feature is also now been further refined compared to the previous Alpha models. Three differently exposed images together to create a seamless image in Auto HDR function. This gives images with extremely high dynamic range, which captures both bright highlights and deep shadow detail. And with Multi Frame Noise Reduction are six high-sensitivity images at each ISO25600 composed to one image, resulting in a sharp image with low image noise. This feature is perfect for natmotiver.

The new cameras can be used with both Memory Stick PRO Duo (including Memory Stick PRO-HG Duo) and SD media (including both SDHC and SDXC formats) - sold separately. Memory Stick PRO-HG Duo HX (30MB per second transfer) has the best performance of the cameras' continuous shooting, or when data must be transferred to another medium.

Pricing and Availability
Sony's new α55 and α33 cameras transparent mirror technology can be bought in stores from October and September 2010. Suggested retail prices:

A55V / Housing: 6800, - DKK
A55VL / 18-55mm F3.5-5.6 kit: 7,200, - crowns
A55VY / 18-55 mm F3.5-5.6 and 55-200 mm F4-5.6 kit: 8,800, - crowns

A33 / Housing: 5,900, - crowns
A33L / 18-55mm F3.5-5.6 kit: 6,300, - crowns
A33Y / 18-55 mm F3.5-5.6 and 55-200 mm F4-5.6 kit: 8,000, - crowns

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