Full-frame DSLR shooting with Sony DSLR – A850

Experience Full-frame DSLR shooting with the new Sony DSLR – A850

New Alpha A850 with 24.6 megapixels and pro-style features
• Full-frame 24.6 effective megapixel Exmor™ CMOS sensor and dual BIONZ processors for detail-packed, low-noise images with high sensitivity up to ISO 6400 (with expanded ISO range)
• Bright optical glass pentaprism viewfinder with 98% coverage
• SteadyShot INSIDE™ offers up to 4.0 steps anti-shake performance with all lenses
• Photo quality (921k dot) 3.0 type Xtra Fine LCD
• Fast, high-accuracy 9-point AF with 10 focus assist points
The new DSLR-A850 from Sony offers serious photo enthusiasts a step up to the creative possibilities of full-frame imaging.

Ruggedly built for unflinching pro-style handling and performance, the A850 shares the same 24.6 megapixel sensor and virtually all features of the flagship DSLR-A900, introduced last year. Like its full-frame sibling, the A850 fully exploits the creative possibilities of the α family of lenses that includes premium full-frame optics from Carl Zeiss, plus five high-performance G Lens models.

At the heart of the A850 is a full frame 24.6 effective megapixel Exmor™ CMOS sensor that captures flawless, detail-packed images with vibrant, lifelike colours and fine textures.

The purity of high-resolution image data captured by the full-frame sensor is optimised by two-stage noise reduction in both analogue and digital domains. Noise reduction is first applied as the full-frame sensor converts light to electronic signals. Dual BIONZ™ image engines process large amounts of digital data, applying finely-tuned noise reduction during image processing to deliver pictures with extremely high level of sharpness and minimal noise level. This combination of high native sensor resolution and powerful noise control techniques ensures superlative image quality, even at high sensitivity settings up to a maximum ISO 6400 (with expanded ISO range).

The camera’s optical glass pentaprism viewfinder aids accurate shot composition, offering an extremely bright view with minimal distortion and an approximate 98% field coverage.

Serious enthusiasts will also prize the camera’s fast, high-accuracy autofocus system that provides excellent framing freedom while making it easier to achieve optimum focus with moving subjects. The 9-point AF system is supplemented by 10 focus assist points to assist subject detection, improved out-of-focus detection to reduce focus hunting and a dedicated F2.8 sensor for enhanced AF accuracy with wide aperture lenses.

Shots can be viewed on the large, high contrast 3.0 type Xtra Fine LCD that offers an exceptionally high resolution (921k dot) for critical evaluation – even outdoors or in bright ambient light.

For greater creative control, an Intelligent Preview function indicates the effects of exposure, white balance, and D-Range Optimiser adjustments prior to shooting. This is invaluable when composing complex scenes that may combine multiple light sources with different colour temperatures.

Touching the Fn button switches the display to Quick Navi mode, allowing convenient one-handed adjustment of key shooting parameters. A secondary backlit LCD panel on the top of the camera body gives useful confirmation of major settings, even when the main LCD is turned off.

In common with all other DSLR cameras from Sony, the A850 features SteadyShot INSIDE™. This in-body optical stabilisation system delivers up to 4 steps of anti-shake correction with all compatible lenses, opening up even greater creative possibilities when shooting handheld.

Like its full-frame sibling, the A850 is ruggedly built for dependable performance in gruelling conditions with a high-tensile aluminium chassis and all-magnesium alloy body shell. Viewfinder, card slots, controls and other sensitive areas are protected from dust and moisture by rubber seals. In addition, an anti-dust system guards the full-frame sensor from the effects of dust entering the body during lens exchange.

The supplied high-capacity InfoLITHIUM™ rechargeable Battery Pack (NP-FM500H) delivers power for up to 880 shots (approx.) per charge. Battery levels can be monitored in precise 1% increments, cutting uncertainty about remaining shooting time.

The camera can be connected to your BRAVIA™ or any HD TV (requires optional HDMI cable) for a big-screen view of your shots. On-screen image quality is optimised for superbly lifelike reproduction on BRAVIA™ models supporting PhotoTV HD. On-screen playback can be controlled via an optional wireless remote commander (RMT-DSLR1).

The A850 is fully compatible with the range of official accessories by Sony for the flagship A900.

The choice of full-frame lenses to complement the A850 is enhanced with the new 28-75mm F2.8 SAM. This compact, easy-to-carry lens is ideal for photo enthusiasts looking to add a bright, general purpose zoom to their collection of full-frame optics. Delivering excellent imaging quality, this zoom offers a wide F2.8 aperture. Ideal for day-to-day shooting tasks, its bright maximum aperture makes the 28-75mm F2.8 SAM particularly valuable for interior scenes and available-light portraits.

Also, with Memory Stick™ at the heart of the Sony alpha, you have every advantage. The advanced Memory Stick PRO-HG Duo HX (4GB, 8GB, 16GB or 32GB) is the perfect tool for continuous shooting mode, with the ideal combination of massive storage capacity and blisteringly fast operation. Memory Stick PRO-HG Duo HX 32GB will never miss the key shot because the number of pictures taken in 1 min is approx 160* photos (in RAW+JPEG/L (24M)).

Delivered with USB Adaptor, Memory Stick PRO-HG Duo HX 32GB is ideal for users who want to transfer data in high speed: approx. 660[1] pictures in L (24M) size at RAW+JPEG mode in 26 minutes.

The DSLRA850 full-frame digital SLR camera will be available in New Zealand from September 2009 for $3,999 (body only).
Catch the moment in perfect detail with a responsive new DSLR from Sony
The easy-to-use Alpha A550 offers enhanced Live View shooting and superb image quality
• New 14.2 effective megapixel CMOS sensor and new enhanced BIONZ processor for detail-packed, low-noise images with high sensitivity up to ISO 12800
• High-speed continuous shooting up to 5fps (with optical viewfinder) and 7fps in Speed Priority mode
• Enhanced Quick AF Live View captures fast-moving action, with Face Detection for beautiful portraits
• 180º tilt-angle 3.0 type Xtra Fine LCD and intuitive new interface for clear, simple shooting
• Manual Focus Check Live View mode for precise, convenient adjustment of focus and composition
• Auto HDR mode for high dynamic range exposures
• Class-leading shooting stamina
• HDMI™ output and BRAVIA™ Sync for control from TV remote
This powerful, feature-packed DSLR camera from Sony makes it easier than ever to capture beautiful pictures, carefree family portraits, stunning holiday memories and action-packed scenes.

The DSLR-A550 is packed with advanced Sony technology that combine the spontaneity and freedom of Live View shooting with generous possibilities to realise your creative vision.

At the heart of this camera is a new Exmor™ CMOS sensor that ensures crisp low-noise images, packed with fine detail and vibrant colours. Sharing powerful on-chip noise reduction techniques with the full-frame DSLR-A900, this advanced sensor works with processing algorithms handled by the high-speed BIONZ™ engine to deliver premium images plus razor-sharp shooting responses. Dramatically reduced picture noise now allows super-sensitive shooting at up to ISO12800, allowing attractive results when shooting handheld in challenging situations like candlelit interiors.

Thanks to the powerful BIONZ image processing engine, Quick AF Live View now supports even speedier shooting responses with rapid, precise autofocus. This makes it easier than ever to capture beautifully relaxed portraits, dynamic action shots and more.

Powered by the BIONZ image processing engine, fast-moving action can now be captured effortlessly with faster continuous shooting speeds. Sustained shooting speeds of up to 4 fps can be achieved in Live View Mode, rising to 5 fps with the optical viewfinder. New Speed Priority mode on the DSLR-A550 raises the bar further still, shooting at an incredible 7 fps (with AF and AE setting maintained from the first frame). It’s a powerful creative tool for capturing the nuances of a portrait subject’s changing expression or dynamic action sequences.

In a DSLR debut, Quick AF Live View now features Face Detection, prioritising AF on people’s faces and fine-tuning exposure/white balance settings for crisp, beautiful portraits with natural skin tones. Another DSLR first by Sony that’s already featured on many Cyber-shot™ models, Smile Shutter detects faces in Live View mode, automatically firing the shutter at just the right moment to capture happy, relaxed smiles.

A special new Manual Focus Check Live View mode assists with fine-tuning your composition. Low-noise images can be previewed directly from the CMOS sensor, allowing critical assessment of focus and fine detail, even in low light. The live image offers 100% field coverage, assisted by framing grid lines for precise composition. There’s also a selectable 7x/14x zoom function for a close-up confirmation of focus.

The A550 features a superb (921k dot) 3-inch Xtra Fine LCD screen for critical focusing and photo-quality viewing with class-leading colour, contrast and detailing. The screen tilts up or down over a full 180 degree range, allowing uncompromised ‘free-angle’ live view shooting in any position. An ambient light sensor automatically boosts LCD brightness for extra screen clarity when surrounding light levels are high while both cameras also feature a clear, bright optical viewfinder with wide 95% field coverage for framing and focusing as an alternative to live view shooting.

Operation of the camera is brilliantly simple, thanks to a redesigned on-screen interface that provides easy access to functions and settings during live view operation. A unique Graphic Display gives a clear, intuitive indication of how shutter speed and aperture adjustments will affect the final image.

Creative options are broadened by new Auto HDR mode that captures a huge range of shadow and highlight detail in landscapes, interiors and other scenes. Previously accessible only to enthusiasts equipped with a tripod and image processing software, HDR (High Dynamic Range) is a specialist technique that combines two frames shot at different exposure settings. The A550 uses powerful algorithms to combine and optimise two successive frames in less than 10 seconds, correcting any misalignment between frames when shooting handheld. The result is a single HDR image emulating the huge natural tonal range of human vision – with no PC or tripod needed.

The D-Range Optimiser featured in previous DSLR models has been enhanced for even better results with backlit portraits and other tricky high-contrast scenes. The powerful BIONZ engine now optimises image data in real time, processing brightness and contrast in individual areas of each exposure for balanced, natural looking results. Optimisation can also be selected manually from 5 processing levels.

A Smart Teleconvertor button instantly boosts image size by 1.4x or 2x to etend your camera’s zoom lens range further for frame-filling close-ups.

Like all DSLR cameras by Sony, both new models feature SteadyShot™ INSIDE, the powerful optical image stabiliser that cuts the effects of camera shake by up to 4 stops while shooting handheld with any lens.

After shooting, it’s easy to to connect both cameras to your BRAVIA™ television via HDMI (requires optional cable) for a stunning big-screen view of your shots. Compatible BRAVIA™ models automatically switch to PhotoTV HD mode for optimised still image playback with incredible detail, colour and clarity. BRAVIA Sync lets you control image slideshows in comfort via your TV’s remote.

The A550 lets you capture even more incredible moments without the worry of running out of power. The battery delivers up to 950 shots from a single charge.

If you’re hungry for even more shooting stamina, the new VG-B50AM Vertical Control Grip holds up to two NP-FM500H batteries. This premium grip gives A550 users an incredible 1,900 shot maximum capacity, with automatic switchover between batteries and accurate display of power remaining in % increments on the camera’s LCD. An additional shutter release and dual controls support comfortable, accurate shooting in either portrait or landscape positions.

Also, with Memory Stick™ at the heart of the Sony alpha, you have every advantage. The advanced Memory Stick PRO-HG Duo HX (4GB, 8GB, 16GB or 32GB) is the perfect tool for continuous shooting mode, with the ideal combination of massive storage capacity and blisteringly fast operation. Memory Stick PRO-HG Duo HX 32GB will never miss the key shot because the number of pictures taken in 1 min is approx 270* photos (in RAW+JPEG/L (12M).Delivered with USB Adaptor, Memory Stick PRO-HG Duo HX 32GB is ideal for users who want to transfer data in high speed: approx. 1700[1] pictures in L (12M) size at RAW+JPEG mode in 26 minutes.
The DSLRA550 digital SLR camera will be available in New Zealand from November 2009 for $1,999 (body only) and $2,599 (twin lens kit).

About Sony Corporation
Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony Global Web Site: http://www.sony.net/. Sony New Zealand Web Site: www.sony.co.nz

[1] these figures are measured under certain conditions

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