Sony Alpha 700 official press release

TOUGH, RESPONSIVE Alpha 700 DELIVERS STUNNING NEXT-GENERATION PICTURE QUALITY – FROM SHOOTING TO VIEWING

Sep 6, 2007

• Superb picture quality with newly developed Sony 12.24 effective megapixel Exmor CMOS sensor and brand new high-speed BIONZ processor with RAW noise reduction
• Ultra-responsive operation with fast, high-accuracy 11-point autofocus and 5fps continuous shooting
• New Quick Navigation function for instant access to camera settings
• Rugged magnesium body with dust/moisture resistant seals
• PhotoTV HD Full HD image display on new BRAVIA televisions
• 3-inch 921k dot photo-quality LCD screen and bright, high-magnification viewfinder

6^th September 2007 – Sony today announces its newest addition to theAlpha digital SLR camera system. Aimed at serious photo enthusiasts and semi-professionals, the Alpha 700 teams uncompromising performance and responsiveness with superlative HD image quality- from shooting to viewing.

In addition to its rugged build quality and pro-friendly features, the Alpha 700 redefines ease of use for such a highly-specified digital SLR camera. Thanks to its intuitive new navigation system, camera settings can be adjusted in moments under the most exacting shooting conditions.

There’s also an extensive new palette of customisation options and creative tools to help photographers take their passion to the next level.

Extraordinary next-generation imaging quality

Key to the superlative performance of the Alpha 700 is its all-new 12.24 effective megapixel Exmor CMOS sensor. This new sensor utilises cultivated CCD imaging and original Column A/D conversion technologies to deliver high-speed and high picture quality. The latest-generation Sony semiconductors and advanced signal processing techniques ensure images with extraordinary clarity, sharpness and detailing plus rich, lifelike colours, tones and textures.

For the first time ever in a D-SLR camera, the advanced Exmor CMOS sensor performs A/D conversion using dedicated convertors that are located close to each element array on the sensor itself. Analogue noise cancellation prior to A/D conversion is complemented by further on-chip noise reduction once signals have been digitised.

This results in digital signals that are exceptionally immune from external noise and interference that can seriously degrade analogue signals produced by other sensors.

Digital signals with reduced noise are then fed from the Exmor sensor to the newly developed BIONZ processing engine where they are subjected to a further RAW noise reduction stage prior to compression and encoding.

With a maximum sensitivity of ISO 3200, the Alpha 700 can grab compelling sports/action shots, atmospheric interiors or relaxed portraits in any available light.

Super SteadyShot optical image stabilisation inside the camera body is compatible with the complete range of Alpha mount lenses. Anti-shake performance has been improved by up to half a stop over the entire focal length range. Equivalent correction now extends from 2.5 to 4 stops (depending on lens, camera settings and shooting conditions). This can drastically reduce the risk of blurred images in situations where a tripod and flash would normally be needed.

Responsive new centre dual cross 11-points autofocus

Responsive, high speed autofocus is a must-have for any serious photographer. With 11 focus points and 11 lines, the new centre dual cross sensor provides a major enhancement in AF performance under a wide range of real-world shooting conditions. High precision AF can be achieved at open aperture with lenses brighter than F2.8. In addition, lens drive control time has been shortened for object distance calculation and focus position.

An AF illuminator assists with fast, accurate autofocus in low light or with low contrast subjects.

Fast, intuitive navigation and convenient function control

A brilliantly simple new Quick Navi interface assures fast, positive operation in high-pressure shooting situations when there’s no time to fumble with function menus. Camera settings can be accessed instantly via the easy-to-use joystick and icons on the 3-inch photo-quality screen. Selected parameters can be adjusted directly without the need to drill down into fiddly sub-menus.

For even greater convenience in the studio or on location, a global snapshot of 28 camera settings can be stored in one of three user memories for instant recall. A dedicated Custom button can be assigned to frequently-needed functions such as file size and auto focus area select.

Built to deliver when it matters most

The Alpha 700 is engineered to meet the demands of discerning photo enthusiasts who require unfaltering performance in real-world shooting environments. Tough, durable magnesium alloy body panels are complemented by a reinforced aluminium alloy chassis. Weather-resistant silicon seals protect buttons and media card slots against dust and moisture. The camera’ s professional feel is underlined by a new shutter release sound and powerful AF drive motor that reduces noise and vibration while focusing.

The newly-developed high performance shutter unit is proven to withstand approximately 100,000 cycles. Maximum shutter speed is 1/8000 sec (1/250 flash sync speed or 1/200 with Super SteadyShot on) to freeze fast-moving action. A new high-power coreless motor and double-stopper anti-bounce mirror mechanism allows continuous shooting at up to 5 fps. In JPEG Fine or Standard mode shooting is limited only by free media card capacity, while a single burst of up to 19 frames can be captured at 5 fps in RAW.

Easy to handle with optional vertical grip

Lightning-fast performance is complemented by pro-style ergonomics to assist with sure handling in the studio or on assignment. Adding the optional VG-C70AM vertical grip gives relaxed, comfortable access to the ergonomically-positioned shutter release button in any shooting position.

The newly-developed M-Series InfoLITHIUM battery pack delivers up to 650 shots per charge (CIPA rating). Remaining battery power is displayed as a percentage on the display for an accurate indication of remaining power. The optional VG-C70AM grip can be fitted with a second battery. Charge levels of both batteries (when fitted) are displayed separately on screen for unambiguous indication of remaining power.

Expanded creative options

Fourteen new Image Styles including Deep, Autumn, Vivid and Landscape allow the instant creation of a wide range of moods. Contrast, sharpness, zone matching and other parameters can then be customised further for fine-tuning of a chosen creative effect.

The enhanced D-range Optimiser (DRO) adjusts contrast and hue for beautifully-exposed results with backlit portraits and other tricky high-contrast scenes. Optimisation can be adjusted in five increments, while a new advanced bracketing mode captures the same scene at five different DRO settings to ensure the best possible results.

The addition of a new RAW compressed mode increases storage efficiency without sacrificing the flexibility of manipulating RAW image files. An Extra Fine mode is now available for high quality JPEG files. A new 16:9 aspect ratio shooting mode is ideal for framing landscapes and other wide panoramic shots that can be viewed on a widescreen TV or HD-ready display.