Sony's New Digital Cameras Promote Sports and Fashion

Latest Additions to Cyber-shot U-series Designed to Capture Moments as They Happen


Capturing summer memories on the beach or at a nightclub just got more fun with the new Cyber-shot® U-series digital cameras from Sony.


The Cyber-shot DSC-U60 digital camera's ruggedized and waterproof design brings picture taking to places users would be cautious in taking a conventional camera: the skateboard park, the side of a mountain and even up to 5 feet underwater.

The Cyber-shot U30 model has a compact, fashionable design that turns it into an attention-grabbing, wearable accessory that is light enough to hook to a belt loop, drape around the neck or carry in a pocket.

Both models will be available in early July, and will sell for around $250 and $200, respectively.

"Because so much of life's greatest moments occur at the most unexpected times and in unexpected places, we designed our new Cyber-shot U-series to accompany the user on any adventure," said Steve Haber, senior vice president for Sony Electronics' Digital Imaging Products Division.

Finally, a Camera for the Sport Utility Lifestyle

Fully weatherproofed with O-ring sealing closures, the new Cyber-shot U60 unit is a digital camera designed to meet the rigors of an active lifestyle. Its unique vertical orientation (designed for one-handed operation) and fast start up time (less than a second) ensure that the user remains a part of the activity even when taking a picture.

Adding to that experience, the Cyber-shot U60 model's buttons are laid out to be easily accessible with the thumb. With a few clicks of the Scene button, users can switch between seven different scene modes, including an underwater setting (noted by a fish icon) to adjust for the blue hue of water and an action setting (noted by a running man icon) to capture fast moving subjects.

Style-Cubed: You, Your Friends and 'U'

If the ideal setting for the Cyber-shot U60 camera is the great outdoors, then its sibling, the Cyber-shot U30 camera, could easily be seen at parties, nightclubs and other urban activities.

Small enough to wear and hip enough to flaunt, the new camera comes in three different colors (blue, silver and charcoal grey) to match any outfit or mood. And because of its size, users will find that they will always have a camera on-hand to capture spontaneous and candid moments.

For those instances when the user wants to be a part of the picture, the Cyber-shot U30 model features a circular mirror on the sliding lens cover to ensure that the picture is properly framed.

Both of the new cameras are designed with a simple-to-use interface, but behind-the-scenes, advanced photographic features work to ensure the user to concentrate on capturing the moment without being distracted by camera settings.

    Pre-Flash Metering:  For capturing a subject with a scenic background
    under low-light conditions, the camera illuminates the subject and
    calculates exposure through the lens directly from the CCD for accurate
    flash metering.  Adjustable flash level and red-eye reduction insure
    great flash shots.

    MPEG Movie Mode (Video only):  For those moments when a simple still
    picture doesn't capture the entire mood, both new digital cameras
    capture up to 15 seconds of MPEG video (160 x 112 pixel resolution) that
    are perfect for emailing to family and friends.

    Bright LCD Monitor:  For framing a picture accurately, the reflective
    LCD absorbs and reflects the ambient light through the LCD to improve
    brightness outdoors.

    Supplied Rechargeable NiMH Batteries:  Both units come supplied with
    Sony's Nickel Metal Hydride (NiMH) AAA Stamina® batteries with
    external charger.

Editor's Note: Sony Electronics' Digital Imaging Product Division markets digital imaging products and services, including Cyber-shot® and Digital Mavica® still cameras, Handycam® camcorders and related accessories. For additional information about Sony products, call (888) 222-SONY, or visit Sony's web site at: . Press releases and digital images are available for the media at Sony Electronics' news and information web site at: . See product user's manual for proper care of waterproof housing.

For further information, please contact: David D. Yang of Sony Electronics Inc., +1-858-942-7733, ; or Sherrie Weldon of The Hoffman Agency, +1-408-975-3068, , for Sony Electronics Inc.

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

SOURCE: Sony Electronics Inc.

CONTACT: David D. Yang of Sony Electronics Inc., +1-858-942-7733, ; or Sherrie Weldon of The Hoffman Agency,
+1-408-975-3068, , for Sony Electronics Inc.

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