Sony Spotlights Latest Cyber-shot Camera and Other New Digital Imaging Products at PMA 2009


(PMA #F171), - Sony is exhibiting an array of new digital imaging products here at the Photo Marketing Association (PMA) 2009 International Convention, including the new Cyber-shot® camera (model DSC-HX1) with "sweep panorama" technology.

Cyber-shot Digital Still Cameras

New Cyber-shot models being shown include cameras in the T, W, H and S series, along with new printer models and other accessory lines.

The DSC-HX1 model is the company's first Cyber-shot camera with sweep panorama technology, which captures up to 224-degree panorama shots in one easy press-and-sweep motion. The HX1 camera is also the company's first Cyber-shot camera with exclusive 1/2.4-inch Exmor™ CMOS sensor technology. This sensor technology allows it to achieve burst speeds of up to 10 frames per second at full 9.1 megapixel resolution in the continuous burst mode. It is also the first Cyber-shot camera to include a Sony G lens and 1080p HD movie clip recording capabilities.

Two new digital photo printers, two professional printers and 13 new digital imaging accessories are also on display. Accessories include underwater housing products, high-definition (HD) lenses and output cables, accessory packs for sports and outdoor enthusiasts, as well as a full line of fashionable and functional cases and camera bags for Cyber-shot cameras and Handycam® camcorders.

The intelligent auto (iAuto) mode, available on the T900, T90, W290 and H20 models announced in February, helps "think" for you and detect scene conditions then adjust settings, especially in difficult lighting scenarios.

Alpha DSLR Cameras

Sony's full-frame alpha DSLR-A900 camera (introduced last fall), is back at PMA after being presented here as a prototype last year. It is aimed at serious photo enthusiasts looking for traditional SLR performance with the added benefits of digital photography.

It is designed to deliver ultra-fine picture quality with a 24.6-megapixel, 35 mm full-frame CMOS sensor and fast image processing with a new dual BIONZ® processing engine. The camera is also the first DSLR to have a body-integrated image stabilization system for a full-frame sensor with Sony's SteadyShot® Inside anti-shake system.

One look at the camera's distinctive pentaprism and nostalgic body design will evoke its full-frame optical performance. It features a bright, clear optical viewfinder with 100 percent field of view coverage that impresses many film photography loyalists.

Handycam High-Definition Camcorders

Sony's strong 2009 Handycam product portfolio is also on display. This includes the top-of-the-line HDR-XR520V unit featuring a 240GB hard disk drive that holds up to 101 hours of HD video (LP mode), a back-illuminated Exmor R™ CMOS sensor, embedded GPS and improved optical image stabilization.

Its back-illuminated Exmor R CMOS sensor offers a refined level of optical performance. Because the wire circuitry is placed behind the sensor's photo detectors, the HDR-XR520V camcorders provide stunning low light performance with approximately twice the sensitivity compared to Sony's existing front-illuminated CMOS sensor at F2.0. This results in brilliant image clarity and reduced grain.

Also on display is the new HDR-CX100 Flash Memory Handycam camcorder. For around $600, this model includes intelligent face detection and Smile Shutter™ technology, 8GB of embedded memory (a portion of which is used for data management) and three color options (red, black and silver) -- all in a compact design.

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SOURCE: Sony Electronics Inc.

CONTACT: Linda Barger, of Sony Electronics Inc., +1-858-942-2986,; or Lorena D'Amato of Paine PR, +1-212-613-4918,, for Sony Electronics Inc.

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