Sony unveils DSLR-A550 and DSLR-A500

At the heart of both cameras 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 A500 offers a crisp, high-contrast 3-inch Clear Photo LCD Plus screen with the same tilt range for clear, comfortable composition and reviewing shots.

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 both cameras 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 A500 and A550 use 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 SteadySho Inside, the powerful optical image stabiliser that cuts the effects of camera shake by up to 4 stops while shooting handheld with any lens.

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 pictures in L (12M) size at RAW+JPEG mode in 26 minutes.

The DSLR-A550 and DSLR-A500 digital SLR cameras are available from the end of October 2009. Suggested selling price (With 18-55mm lens): $1050 and $ 850.