Sony launched a new full-frame digital SLR aimed at professionals this morning but with a price-tag that should make it also appealing to consumers. The Sony Alpha A850 uses the same 35mm-sized, 24.5-megapixel CMOS sensor as the "flagship" A900 DSLR but costs $1,000 less, retailing for just under $2,000, body only.

The three significant changes between the A850 and the older flagship model which account for the lower cost include:

• Less viewfinder coverage - 98% versus 100%
• Slower shooting speed - 3 frames per second vs. 5 frames per second
• The Infrared remote commander control is optional for the A850

Two other changes we had hoped Sony would have addressed with this new model appear to remain unchanged, however. For one, though many competing digital SLRs including the recently announced Nikon D300s; the Pentax K-7, and several older models from Nikon and Canon, offer High Definition video capture, the Sony A850, like its A900 predecessor, does not.

An official from Sony said the company had left HD video off the A850 because it doesn't "provide a good customer experience" at this point.

"We recognize that HD video is driving customer interest, but without effective continuous auto focus and exposure control, we are concerned that current implementations of HD Video on DSLR cameras don’t provide a good customer experience," said Mark Weir, Sony's senior manager of its Digital Imaging Business.

More concerning to photographers is whether some of the persistent image noise issues we experienced while shooting with the A900 at ISO 800 and above will also be a problem with the Sony A850.

Sony attributes image noise to the camera's high pixel count.

"Of course, the challenge of image noise rises with sensor pixel count, and we recognize that sensors with substantially lower resolution have an advantage in lower inherent noise levels," Weir said. "However, we believe the A900 camera’s high ISO noise performance is comparable to the few DSLRs which have exceeded 20MP resolution."

In our testing experience, the A900 significantly trailed both the 21.1MP Canon 5D Mark II and the 24.5MP Nikon D3X when it came to containing noise while shooting at high ISOs in low light. Both those full-frame cameras from Canon and Nikon, however, cost more than the Sony A900. (In the case of the Nikon D3X, about $6,000 more.)

Sony also released a new lens aimed at pros this morning. The SAL 28-75mm f/2.8 will retail for $799 and will be available in November. The A850 will ship in the late September/early October time frame.

More details on the new Sony A850 and the 28-75mm f/2.8 lens in the press release below.


SONY BRINGS FULL-FRAME QUALITY TO A NEW CLASS OF DSLR PHOTO ENTHUSIASTS

SAN DIEGO, August 27, 2009 — Aimed at experienced shooters looking for value and sophisticated SLR performance, Sony today introduced the full-frame A850 camera and a new 28-75mm F2.8 lens.

The A850 model shares the same 24.6 megapixel sensor and most features of the flagship A900 camera, introduced last year, but will be available for just under $2000 (body only).
“Sony is bringing the benefits of a full-frame digital SLR camera to a broader group of consumers,” said Kristen Elder, director of AMC business unit in the Digital Imaging Division at Sony Electronics. “The A850 strengthens Sony’s alpha DSLR line, which now offers models in each step from high-end professional down to the amateur enthusiast.”

The A850 camera is designed to deliver ultra-fine picture quality with a high resolution, 24.6-megapixel, 35-mm full-frame Exmor CMOS sensor and fast image processing with dual BIONZ processing engines. It also offers high-speed continuous shooting of 24.6 megapixel images at up to three frames per second.

Ultra-Fine Images
The camera’s Exmor CMOS sensor delivers the photographic expressive power of wide angles and perspective that only a 35 mm full-frame sensor can offer, and is designed to take advantage of the resolving power of high-precision alpha lenses. Its high pixel count and large size provide enhanced image detail and a wider dynamic range for natural color reproduction and subtle tonal gradations.

Image processing gets a boost in speed and power from two BIONZ processing engines. Large amounts of data captured by the 24.6-megapixel sensor can be quickly processed to achieve a fast shooting response. Additionally, this dual BIONZ system applies advanced noise reduction algorithms producing images of exceptional quality and detail, especially at high ISO sensitivities.

Capture the Right Shot the First Time
The camera’s innovative intelligent preview function takes the guesswork out of setting up a shot and the hassle of taking multiple shots to achieve a desired effect.
After pressing the depth of field preview button, the camera “grabs” a RAW
preview image which is processed and displayed on the LCD screen.

You can then fine tune white balance, determine the best level and effect of dynamic range optimization, adjust exposure compensation and check histogram data, all before you actually take the picture. Preview images are not recorded on the camera’s memory card, thus saving capacity.

The camera’s autofocus system features nine sensors with 10 assist points for improved tracking of moving subjects. A center dual cross sensor comprised of two horizontal and two vertical line sensors as well as a dedicated f/2.8 sensor are included to achieve greater precision, especially when using fast-aperture lenses.

Ultra-Bright Viewfinder with 98 Percent Coverage
The ultra-bright viewfinder with 98 percent field of view coverage and 0.74x magnification enables accurate framing and preview. It features a high-power condenser lens, an eyepiece with high reflective-index glass, and a multi-layer, anti-reflective coating on optical surfaces to deliver its extraordinarily bright view.

A mirror box features a parallel-link mirror mechanism that moves on two horizontal axes to accommodate both the large full frame mirror and the body-integrated image stabilization system without increasing the camera’s size.

Anti-Shake System for a Full-Frame Sensor
With its body-integrated SteadyShot INSIDE image stabilization, the camera achieves an anti-shake effect equivalent to shutter speeds faster by 2.5 to 4 stops. The anti-shake system stabilizes all Sony, Minolta and Konica-Minolta compatible lenses even wide angle or large aperture lenses.

Versatility to Unleash Creative Possibilities
Other key features aimed to expand creative options include the Dynamic Range Optimizer (DRO) with five levels of user-selectable correction as well as DRO bracketing for enhanced scene analysis and graduation optimization. EV bracketing with ±2EV range makes it easy to create high dynamic range composite images.

With the camera’s HDMI output and Photo TV HD mode, your creative output can be enjoyed on a compatible HD television. This mode brings the look of actual printed photography to the television, by fine-tuning such image parameters as sharpness, gradation, and color reproduction.

The A850 model features a 3-inch (diagonally), Xtra Fine LCD screen (921K) making it possible to check focus and image quality with accuracy. It incorporates an easy-to-see display with a quick navigation menu to easily access common functions without interrupting your creative flow. A backlit LCD panel sits on top of the camera and displays key settings.
The camera includes dedicated slots for high-capacity Memory Stick PRO Duo, Memory Stick PRO-HG Duo, HX series and CompactFlash® media.

Bright Lens   
The choice of full-frame lenses to complement the A850 model is enhanced with the new SAL2875 28-75mm F2.8 SAM lens. 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 at an accessible price, it offers a wide F2.8 aperture over its entire zoom range. Ideal for day-to-day shooting tasks, its bright constant aperture makes the 28-75mm F2.8 SAM particularly valuable for depth-of-field control and available-light portraits.

Pricing and Availability
The A850 (model DSLR-A850) will be available in September for about $2,000 (body only) along with related accessories. All ýý900 accessories are compatible with the ýý850 camera, including the dedicated vertical grip (model VG-C90AM). The SAL2875 lens will be available in November for about $800. All will be available at authorized dealers, at military base exchanges, Sony Style retail stores (www.sonystyle.com/retail) and at sonystyle.com.