Sony introduces new entry-level Alpha DSLR camera range

The latest Alpha cameras offer an all-new Graphic User Interface (GUI), lightweight and stylish design, and high performance features, allowing users to intuitively understand DSLR camera functions and capture images effortlessly.

The Alpha 330 and Alpha 380 sport Sony's unique Quick AF Live View technology, while the Alpha 230, at 450g is the world's lightest DSLR camera (as of 18 May 2009, based on DSLRs using APS-C or full-frame sized sensors) and also features a built-in image stabilisation system (SteadyShot INSIDE) that reduces the blur caused by the shake of hand-held equipment.

The first DSLR cameras to feature a Graphical User Interface (GUI) with a built-in on-screen Help Guide, Sony's latest offerings give a clear, succinct explanation of the various scene selection modes and settings, while the unique graphic display demonstrates the link between aperture and shutter speed, indicating how the chosen setting can impact the final output.

For fuss-free scene selection, the mode dial on top of the camera offers instant access to 6 Scene Selection modes. As a plus, a warning message with suggested alternative actions is displayed if users attempt to apply an invalid setting.

The function menu has been upgraded with new user-friendly colour and icons. It gives DSLR users very interactive and quick access to multiple menu options such as AF Mode, Focus Area, Metering Mode, D-Range Optimizer, White Balance, and Creative Style settings.

Making the cameras even easier to use, the number of controls has been reduced from 19 to 13, and 7 of the most frequently used controls are consolidated on the right side of the camera to enable easy operation with just one hand.

The Alpha 380 and Alpha 330 are equipped with a 2.7-inch Clear Photo LCD screen that is easy to view even in the sunlight. Additionally, the LCD can be tilted up or down, making it convenient to frame objects that are difficult to see, with the use of an eye-level viewfinder. The range of adjustment has been increased from the previous models, making it easier to capture shots from difficult angles.

Furthermore, all three cameras also feature an exclusive Eye-Start function that automatically activates the autofocus when the user is looking through the viewfinder.

Adding to the array of high performance features, the Alpha 380 is equipped with 14.2-megapixel CCD image sensor, while both the Alpha 330 and Alpha 230 sport 10.2-megapixel CCD image sensor. These large, APS-C type CCD sensors support the effective capturing of light and enable users to record brilliant images that are high resolution and rich in tonal gradation. Combined with the high-speed BIONZ image processing engine, users are assured of true-to-life images that feature reduced noise, high quality and high-resolution imaging.

The Alpha line easy-to-use Digital SLR cameras can be connected to any compatible HD TV for playback of images in high definition. In addition, BRAVIA Sync compatibility now allows users to control their slideshows and other camera playback functions through the TV's remote control unit.

Adding further ease, the new cameras also sport dual memory card slots. The Memory Stick Duo slot supports high-capacity Memory Stick PRO Duo and Memory Stick PRO-HG Duo media, including the latest Memory Stick PRO-HG Duo HX cards, so compatibility is not an issue. The additional SD (Secure Digital) slot is SDHC-compliant as well.

The Alpha 330L, Alpha 230L and Alpha 380L come with one-lens kit, the SAL1855 standard zoom lens. The Alpha 330Y, Alpha 230Y and Alpha 380Y come with two-lens kit, the SAL1855 standard zoom and SAL55200-2 telephoto zoom lenses.

The new line-up (Alpha 230 / Alpha 330) is currently available in select countries across the Middle East. The Alpha 380 will be launched by mid-September 2009. In the UAE, the Alpha line-up is available in all Jumbo Electronics retail stores and as well as other major electronics outlets.