Sony Brings Speed, Spontaneity and Super-Compact Size to Digital Picture Taking With Latest Cyber-Shot Digital Cameras


Sony is blending expertise in miniaturization, digital imaging and sophisticated design with a new class of ultra-small digital cameras, beginning with the introduction of the Cyber-shot UĀ® DSC-U20 and DSC-U10 models. Quick-on-the-draw, the tiny cameras are instantly ready to snap digital still images and record MPEG movie clips.

(Photo: )

"We're challenging the notion that photography is exclusive to special occasions -- weddings, graduations, birthdays," said Steve Haber, senior vice president of Sony Electronics' Digital Imaging Product Division. "Between these special occasions, life happens. We've made this camera so small and so cool that it can become an everyday accessory, making sure you don't miss a thing."

More than Just Small

With the Cyber-shot U cameras, Sony has engineered sub-miniature models without sacrificing image quality or functionality. Their lightweight and fashionable body designs turn these cameras into attention-grabbing, wearable accessories that are light enough to hook to a belt loop, drape around the neck or carry in a pocket. Smaller than many cell phones, both the DSC-U20 and DSC-U10 models each weigh a scant 4.3 ounces (with battery and media) and offer a host of built-in photographic features.

With a simple-to-use interface, the cameras' behind-the-scenes photographic features allow the user to concentrate on capturing the moment without being distracted by camera settings. For more accurate exposure, the cameras incorporate a built-in advanced pre-flash metering system. At the time of exposure, the flash automatically fires twice: once to illuminate the subject and calculate correct exposure, then a second time to record the image with the best exposure possible. In addition, the cameras' automatic center-weighted focusing system helps ensure accurate capture of any subject.

In the Blink of an Eye

Designed for impulsive picture taking, the Cyber-shot U digital camera reduces the time of having to remove and ready a larger camera from its case, as well as the need to set manual controls. The camera offers simple, single-handed operation; slide the door open for immediate power and start shooting. Quick power activation and minimal processing time required between shots make this one of the fastest shooting digital cameras -- capable of capturing on-the-fly shots where other models are still preparing to do so.

Digital Imaging with Flair

Both a camera and an expression of individuality, Cyber-shot U digital cameras have excellent fashion sense as well. Elegant design and a wide range of multi-colored and patterned accessory cases (sold separately) personalize the picture-taking experience even more. Sporty blue mesh, camouflage and faux-fur camera cases married with the silver exterior of the camera itself make it a chic accessory and eye-catching conversation piece. Alternate DSC-U20 camera-body color choices of black and metallic blue will be available early next year.

Much More Than Meets the Eye

The Cyber-shot U cameras simplify the digital imaging experience by recording digital photos onto reusable Memory StickĀ® media cards that are about the size of a stick of chewing gum. Data stored on Memory Stick media can be shared with hundreds of compatible high-tech products made by various manufacturers.

Using the removable Memory Stick media, photos can be transferred to other compatible digital devices like TVs, handhelds and printers. In addition, for one-step USB photo transfer from the camera to a PC, the cameras come bundled with Sony's new Image Transfer software -- a completely automated, plug-and-play program that offers quick downloading and storing of all digital photos.

Both camera models are supplied with two AAA NiMH rechargeable batteries, 8 MB Memory Stick media, a battery charger, USB connection cable and a neck strap. Additional features include:

   --  Resolution -- A 2.0 megapixel (effective) CCD image sensor on the
       DSC-U20 model is capable of capturing a photo with a maximum image
       size of 1600 x 1200.  The DSC-U10 model offers a 1.3 megapixel
       (effective) CCD image sensor.
   --  LCD -- Photographers can easily compose and review their shots by
       using the camera's 1-inch, backlit reflective LCD which is easy to
       view even in bright sunlight.
   --  Movie Recording -- The cameras' digital still capabilities are
       complemented by a MPEG-EX video recording (without audio) feature
       that allows users to record memories in 15-second MPEG 1 movie clips.
   --  Burst Mode -- A special VGA (640 x 480 resolution) burst mode allows
       the user to capture a subject in motion by shooting up to five
       consecutive frames (three shots per second), while pressing the
       shutter button.
   --  Special Scene Modes -- To optimize exposure, color and white balance
       in a variety of shooting situations, users can choose from a number
       of scene modes, including Soft Snap mode for warmer skin tones,
       Illumination Snap mode for shooting in low light and Vivid Nature
       mode for vibrant landscapes.

  Pricing and Availability

The Cyber-shot U DSC-U20 camera will be available in October for about $270, and the Cyber-shot U DSC-U10 camera is now available for about $200.

For further information, please contact Cozette Phifer of Sony Electronics, +1-858-942-7851,; or Nicole Perez of Burson-Marsteller, +1-858-646-3087,, for Sony Electronics.


Photo: NewsCom:

AP Archive:

PRN Photo Desk, +1-888-776-6555 or +1-212-782-2840

SOURCE: Sony Electronics, Inc.

CONTACT: Cozette Phifer of Sony Electronics, +1-858-942-7851,; or Nicole Perez of Burson-Marsteller,
+1-858-646-3087,, for Sony Electronics

Web site: