8 megapixels just part of the high-end picture

Eight megapixels just part of the picture with Sony’s
latest high-end digital camera

AUCKLAND, 10 September, 2003 – Expert photographers know that image quality goes beyond mere pixel resolution and the latest model (DSC-F828) in Sony's popular line of Cyber-shot® F-series cameras exceeds the capabilities of current technology to offer more than meets the eye.

Within its elegant magnesium alloy body and lens-centric design, the new camera is the first to incorporate Sony's recently announced four-color filter CCD technology and Real Imaging Processor™. Along with the Carl Zeiss® T* optics, these components are integral in capturing colour accuracy closest to what the human eye can see and setting a new benchmark in camera performance.

To complement this imaging power, the new camera offers extensive manual controls, giving advanced photographers a broader range of mechanisms to determine focus, exposure and recording modes.

Users will have the flexibility to store their images onto CompactFlash® Type I and Type II media, as well as a Microdrive® hard disk drive or Memory Stick PRO™ media.

Recognising that current digital cameras borrow a nearly 40-year-old colour reproduction system developed for televisions and computer displays (RGB, standing for red, green and blue), Sony began developing a new colour filter early last year to provide more flexible colour management and dramatically improve colour accuracy.

This new approach (RGB+E) adds an emerald-coloured pixel to the filter pattern, realising colour fidelity that is closer to human colour perception. The first model to utilise this new colour system, the DSC-F828, realises a level of colour accuracy not possible with other digital cameras. Specifically, photographers will notice an extraordinarily life-like rendering of blue, blue-green and red hues.

With a more accurate reproduction of the subject's colour, the camera's new Real Imaging Processor then converts the four-colour signal back into an ideal RGB colour space with a linear matrix system.

The processor is also the engine that powers the camera's improved responsiveness, reducing shutter lag and cycle time. Because of a nearly 40 percent reduction in processing time, the Cyber-shot F828 model can capture an eight-megapixel image in almost half the time required by typical five-megapixel cameras.

Custom-designed for digital still cameras, the new processor is optimised to efficiently handle all the required tasks, which ultimately translates into increased speed with lower power consumption.

Key Features and Controls

- Resolution: Sony's 8.0-megapixel CCD image sensor provides the Cyber-shot DSC F828 camera with a maximum image size of 3360 x 2460, equating into 11 x 17-inch prints at 200 dpi or 8.5 x 11-inch prints at 300 dpi.
- Optics: The new camera features a Carl Zeiss® Vario-Sonnar® T* 7X zoom lens (28 - 200mm, 35mm equivalent) with manual zoom for greater framing control, to fully extract the performance of the 8.0-megapixel CCD sensor.
- Five-Area Multi-Point Auto Focus: The camera evaluates five separate areas of the frame and intelligently focuses on the subject, displaying the selected focus point, or the user can choose any of the five points for manual control.
- NightShot® Infrared System: Enables the camera to capture infrared images in total darkness at a distance of up to 15 feet.
- NightFraming System: To capture crisp images in low or no light, this feature illuminates the subject with the NightShot system for proper framing, focuses with Hologram AF™ illuminator and lights the scene with the appropriate amount of flash.
- Image File Formats: In addition to JPEG and TIFF formats, the camera supports Sony's RAW format, which allows the photographer to change the parameters of an image (e.g., white balance and color depth). Software will be included for converting RAW files.
- Video Recording: MPEG-VX Fine mode records video at 640 x 480 pixel resolution at 30 frames per second, up to the capacity of the storage device, for TV-quality video.
- Bundled Accessories: The camera comes with an InfoLithium® M battery, AC adapter/in-camera charger, A/V output cable, USB cable, lens hood, shoulder strap and lens cap.

Pricing and Availability

The Cyber-shot DSC-F828 camera will be available from December from retailers nationwide with a suggested price of approximately $2,299. The DSC-F717 model will continue to be available at approximately $1,799.

The trademarks, including but not limited to “SONY”, are either trademarks or registered trademarks of Sony Corporation and/or its subsidiaries. All other product and brand names may be trademarks or registered trademarks of their respective owners.

Sony Corporation is a leading manufacturer of audio, video, communications and information technology products for the consumer and professional markets. Sony New Zealand Limited is a wholly-owned subsidiary of the Sony Corporation of Japan. With a wide range of products across three main segments, consumer products, broadcast & professional and information technology products, Sony has become the leading electronics company in New Zealand.

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