Since it first entered the digital SLR market with the Alpha DSLR-A100 in 2006, each successive DSLR from Sony has edged closer and closer to something that might appeal to pros. And with the new 24.6-megapixel Alpha DSLR-A900, a full-frame digital SLR with a CMOS sensor about the size of a piece of 35mm film, Sony finally seems to have crossed the line into professional territory.

Though in its own press release Sony describes the new A900 as designed to "meet the demands of serious enthusiasts," the camera certainly seems to have the specs to compete with top-of-the-line professional models from Nikon and Canon.

• 24.6MP Full-frame CMOS sensor

• Dual BIONZ image processing engines

• Body integrated Sony SteadyShot image stabilization system

• Bright optical viewfinder with 100% coverage

• On-chip dual noise reduction

• Newly designed mirror box offering 5 frames per second shooting speed

What may be most remarkable about the new A900 is how little it differs from the "flagship" prototype Sony unveiled at PMA in Las Vegas early this year. Aside from the "A900" name, all the above specs are pretty much what Sony has said about this camera since PMA. Oddly though, there does not appear to be any in-camera sensor cleaning system, a feature that has become pretty standard on most digital SLRs these days.There also does not appear to be a Live View function on the A900 -- not to mention, no video mode as is available on the new Nikon D90.

Instead of Live View, the camera offers something called "intelligent preview" which lets the camera "grab" and show a RAW preview image on the LCD screen when you hit the depth of field preview button. Ostensibly, you can then tweak your white balance and adjust exposure and check settings before you capture your shot. Preview images are not recorded on the camera’s memory card, just stored in the buffer, so they won't fill your memory card.

Clearly though, the incredible 24+MP resolution in the Sony-manufactured imaging chip is the major selling point with the A900, putting it even above Canon's own flagship 21.1MP full-frame 1Ds Mark III. The Sony A900 will be available in November for around $3,000.

Along with the new camera, Sony has also released two new lenses -- the pro-grade Vario Sonnar T* 16-35mm f/2.8 ZA Carl Zeiss Series Lens. The SAL1635ZA model is a wide angle 16-35mm f/2.8 constant aperture zoom lens. Sony also released the more consumer-oriented 70-400mm f/4-5.6 G Series Lens.


More details on the new camera and the two lenses are in the press releases below.


SONY UNVEILS FIRST FULL-FRAME ALPHA DSLR MODEL

SAN DIEGO, Sept. 9, 2008 — Sony is introducing its full-frame _ (alpha) DSLR-A900 camera, 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 the world’s highest resolution, 24.6-megapixel, 35 mm full-frame CMOS sensor and fast image processing with a new dual BIONZ® processing engines. The camera is also the first 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% field of view coverage that would impress even film photography loyalists.

“The _ (alpha) DSLR-A900 introduction solidifies Sony’s position as a leading camera manufacturer that can meet the demands of serious enthusiasts,” said Phil Lubell, director of digital camera marketing at Sony Electronics. “It represents the best in sensor and image processing technologies and offers enhanced functions, performance and reliability so photographers can push their creativity to the limit.”

Ultra-Fine Images As The Human Eye Perceives Them
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.

The sensor is produced using proprietary Sony planarization technologies to ensure an ultra-flat surface across the entire imaging area. Instead of a single analog/digital convertor, the sensor uses over 6,000 on-chip, column-parallel A/D converters to convert analog signals to noise-resistant digital signals at the earliest possible stage. The result is reduced noise and high-speed transfer of data.

Image processing gets a boost in speed and power from the application of two BIONZ image 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 processing system applies advanced noise reduction algorithms producing images of exceptional quality and detail, especially at high ISO sensitivities.

World’s First Anti-Shake System for a Full-Frame Sensor
The camera’s newly-developed, body-integrated SteadyShot Inside unit achieves an anti-shake effect equivalent to shutter speeds faster by 2.5 to 4 stops. This new unit provides stabilization for Sony, Minolta and Konica-Minolta wide angle, large-aperture lenses, which is difficult for lens-integrated systems.

State-of-the Art Optical Performance and Responsiveness
The ultra-bright viewfinder with 100% 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 every optical surface to deliver its extraordinarily bright and accurate view.

Additionally, the focusing screen is user-replaceable, with additional L-type (grid pattern) and M-type (super spherical acute matte) screens sold separately.

The camera’s newly-developed autofocus system consists of nine wide-area 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.
It also offers high-speed continuous shooting of 24.6 megapixel images at five frames per second. A newly-designed mirror box features a unique parallel-link mirror mechanism that moves on two horizontal axes to accommodate both 100% viewfinder coverage and the body-integrated image stabilization system without increasing the camera’s size. The mirror box also has a new moving magnet actuator, a high-powered coreless motor for a faster shutter charge, and a magnet catcher to minimize mirror bounce and light refraction within the box.

Versatility to Unleash Creative Possibilities
The model’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.

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.

Thirteen creative styles can be selected to enhance images and then fine-tuned by customizing contrast, sharpness, zone matching and other parameters, while 3 user-programmable memories provide instant access to as many as 26 different mode settings.

Powerful RAW file processing control is put in the photographer’s hands with the included Image Data Converter SR3 software that delivers faster file processing speeds, easy adjustment of image parameters, Dynamic Range Optimization and a new Peripheral Illumination function that compensates for corner light fall off.

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.

Comfort in Your Hands
Its construction features rugged, lightweight magnesium alloy with moisture-resistant, rubber seals for buttons and dials, an anti-static coating to prevent dust adherence to the imager, and a high-endurance shutter rated for more than 100,000 release cycles.

It has a 3-inch, Xtra Fine LCD screen (921K) makes 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.

System Expansion with New Accessories
The A900 camera will be accompanied with an array of accessories like the recently-announced Sony HVL-F58AM flash unit with its innovative Quick Shift Bounce system, powerful performance with a guide number of 58, and wireless auto flash ratio control.
The Sony® VG-C90AM vertical grip offers the same ease of operation when shooting vertically as horizontally, with its button layout and low-position shutter-release button. It also houses two InfoLITHIUM® batteries (sold separately) for longer shooting and playback.
 
The DSLR-A900 body will be available in November for about $3,000 along with related accessories. All will be available at authorized dealers, at military base exchanges, Sony Style retail stores (www.sonystyle.com/retail) and at sonystyle.com. Online pre-orders begin online on Sept. 10.


NEW PREMIUM LENSES SUPPORT FULL-FRAME ALPHA DSLR CAMERA

SAN DIEGO, Sept. 9, 2008 – Sony is expanding its number of high performance Carl Zeiss® and G Series lenses with the addition of the new SAL1635ZA and SAL70400G models.

Vario Sonnar T* 16-35mm f/2.8 ZA Carl Zeiss Series Lens
The SAL1635ZA model is a super wide angle 16-35mm f/2.8 constant aperture zoom lens, well-suited for landscape, snapshot and indoor photography.

It is constructed of 17 lens elements in 13 groups, including an extra-low dispersion (ED) for exceptional clarity and center-to-edge resolution and a super ED glass element for much stronger correction of chromatic aberration or discoloration. It also features three aspherical lens elements that provide greater brightness from center to the edge of the image field.
Its Carl Zeiss T* (T star) coating technology provides higher light transmission, and minimizes flare to produce images of luminous clarity, color and sharpness.

The SAL1635ZA lens offers the utmost flexibility in challenging lighting conditions due to its wide f/2.8 constant aperture. Combined with Sony’s in-camera SteadyShot® Inside image stabilization system, this lens is the only large aperture, full-frame capable, wide-angle zoom lens with the benefit of stabilization in the industry.

Smooth, fast and precise focusing is delivered by Sony’s Super Sonic wave Motor (SSM) autofocus drive system. It utilizes a solid-state focus drive motor to provide silent, high-speed response, powerful torque and fine rotational control – critically important for large wide-aperture lenses.

70-400mm f/4-5.6 G Series Lens
The SAL70400G lens is a 5.7x super telephoto zoom lens and the latest addition to Sony’s G-series line of premium lenses. Designed to deliver extremely sharp descriptive performance across its wide focal length range, it is ideally suited for sports, action and wildlife photography.
Constructed of 18 elements in 12 groups, it includes two extra-low dispersion glass lenses for high contrast, sharp details, and exceptional center-to-edge resolution with minimal chromatic aberration. A circular aperture with nine diaphragm blades is utilized to achieve natural, aesthetically-pleasing de-focusing effects.

With a minimum focus distance of 1.5m and maximum magnification of 0.27x, the lens delivers best-in-class performance.

Like the SAL1635ZA lens, focus drive is provided by its SSM system, which offers the speed and rotational precision often required for telephoto shooting. Additionally, the lens has an internal focusing system for faster auto focusing.

A focus-mode/range switch and three focus-hold buttons have been added to the lens barrel for enhanced operability.

For both models, when attached to the flagship _900 camera body, the AF hold buttons can be customized to activate the intelligent preview function.

Price and Availability
The Vario-Sonnar T* 16-35mm f/2.8 ZA and 70-400mm f/4-5.6 G lens will ship in January 2009 for about $1,800 and $1,500, respectively. They will be available at sonystyle.com, at Sony Style® retail stores (www.sonystyle.com/retail), at military base exchanges, and at authorized dealers nationwide.