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Sony has released two new DSLR's, the α55 and α33, both featuring a translucent mirror. This new technology means that the image sensor and the auto focus sensor receive the picture information simultaneously, making for super fast AF adjustment, and a faster image preview in live view modes. This further blurs the traditional distinctions between still and video cameras as AF and real-time video image viewing is possible whilst shooting in 1080i HD video. The α55 also incorporates an integrated GPS receiver for geotagging images and both models feature Sony's 3D Sweep Panorama function.

Camera speed redefined: Sony introduces first Translucent Mirror Technology digital cameras Light, compact α55 and α33:

• 10fps shooting with high-speed AF tracking and Full HD movie.
• α55 (SLT-A55V) (16.2 megapixels) and α33 (SLT-A33) (14.2 megapixels).
• Ultra-quick shooting up to 10fps with fast, precision phase detection AF.
• First ever Quick AF HD Movie with smooth, continuous autofocus during video shooting.
• Enhanced Quick AF Live View and 7.5 cm (3") free-angle LCD, plus Tru-Finder (Electronic Viewfinder) with 100% coverage.
• Advanced imaging functions including 3D Sweep Panorama, Auto HDR and multi-frame noise reduction.

The α (pronounced Alpha) family of interchangeable lens cameras from Sony grows with the compact, ultra-responsive new α55 and α33.

Sony’s first-ever digital cameras to employ Translucent Mirror Technology showcase an innovative optical system that opens up dramatic new shooting possibilities. In contrast with conventional DSLR cameras, Translucent Mirror Technology uses a fixed, translucent mirror that ‘splits’ the optical pathway betw the main image sensor and a separate phase-detection autofocus sensor. High-resolution live image preview with rapid, accurate phase detection autofocus is thus available at all times – either via the angle-adjustable 7.5cm (3”) LC precision Tru-Finder (electronic viewfinder). This also ensures that even moving objects stay in sharp focus at all times, whether you’re shooting Full HD vide stills. Translucent Mirror Technology overcomes other traditional limitations of DSLR models, with its simplified mechanical design shrinking camera size and compl This makes the α55 and α33 a compelling choice for casual photographers who want to capture spontaneous family moments and travel scenes.

Full-resolution shooting at up to 10fps with precise AF tracking.

Ground-breaking Translucent Mirror Technology allows high-speed shooting with the α55 at up to 10fps (α33: 7fps) in Continuous Priority AE mode. This represents the world’s fastest burst continuous AF shooting performance of any interchangeable lens camera with an APS-C size sensor. A newly developed 15-point phase-detection autofocus system assures rapid, accurate AF tracking, keeping even moving subjects in sharp focus during continuous shooting. This enables the α55 and α33 to capture split-second action or fleeting nuances of expression with portrait subjects. World’s first Quick AF Full HD movie shooting 1 The large sensor size ExmorTM APS HD CMOS Sensor inside both cameras lets photographers capture stunning, cinematic HD video footage with beautiful background defocus (bokeh) effects.

Theα55 and α33 also mark the debut of Quick AF Full HD movie shooting. Translucent Mirror Technology enables AVCHD 1080i video shooting with smooth, precise phase detection AF tracking of moving subjects. Real-time video image preview is now possible via the viewfinder – in contrast with DSLR cameras wh the raised mirror prevents light from reaching the optical viewfinder during video shooting.

Effortless composition and image viewing.

Theα55 and α33 enable exciting new possibilities for framing and viewing highest-quality video and still images. Already prized by step-up DSLR users and enthusiasts alike, Sony’s Quick AF Live View system is now more effective than ever. High-resolution live image preview is teamed with uncompromised phase detection AF performance – even with rapidly-moving subjects. Tilting and swivelling freely (to maximum 270 degrees) for comfortable framing at any shooting angle, the bright 7.5 cm (3.0") (16:9) Xtra Fine LCD offers sup detail and contrast. There’s also a precision electronic viewfinder with 1.15 million dot resolution that delivers a clear, bright image with 100% frame coverage. Adjustments to exposure, depth of field and colour can be previewed instantly, either in the viewfinder or on the LCD. Effortless composition is aided further by switchable gri in the finder and LCD screen, plus a new digital levelling gauge.

Enriched creative possibilities.

Theα55 and α33 are compatible with the full range of over 30 A-mount interchangeable lenses and offer SteadyShot INSIDE. This in-body image stabilisation system provides up to 4 exposure steps of anti-shake correction when shooting handheld. Both cameras also feature 3D Sweep Panorama, allowing photographers to capture detail-packed extra-wide panoramas with a huge field of view. 3D panora can be enjoyed on any compatible 3D HD television. The SLT-A55 is also the first α camera by Sony with integrated GPS, allowing automatic geo-tagging of images and video clips. The new-generation ExmorTM APS HD CMOS Sensor inside both cameras supports a sophisticated range of digital image compositing and processing functio This gives even greater artistic possibilities to beginners and photo enthusiasts alike. Auto HDR is now refined further compared with previous-generation α models. Data from a burst of three frames at bracketed exposure values is automaticall combined, creating a single image with extended highlight and shadow detail Multi-frame Noise Reduction ‘stacks’ a high-speed burst of six frames, creating a single low-noise exposure that boosts effective sensitivity as high as ISO 25600.The new cameras accept both Memory Stick PRO DuoTM (including Memory Stick PRO-HG DuoTM) and SD (including both SDHC and SDXC formats) media ( sold separately). Memory Stick PRO-HG Duo HX 30MB per second transfer rate offers the best performance during cameras' continuous shooting mode or w transferring the data to another media.

The newα55 and α33 Single Lens Translucent mirror cameras by Sony are available from September 2010.