Sony made several “end of life” announcements for the Alpha series of DSLR.

• Two entry-level, the Alpha 290 and Alpha 390 are clearly replaced with the Alpha 35 and Alpha 55.
• The Alpha 850 is leaving the shelves -as it was expected from a long time- with a progressive price reduction of the Sony Alpha 900 which is currently the last Full Frame DSLR at Sony. However, it is clear -if not official- that the A900 will be replaced with two new FF DLSR cameras in 2012, both of which will have semi-transparent mirror technology, like all the most recent Sony Alpha DSLR: Sony Alpha SLT-A99 and Sony Alpha SLT-A95.

The final releases of DNG Converter 6.2, Adobe Camera Raw 6.2 and Lightroom 3.2 includes RAW file conversion for the Sony Alpha 33, Alpha 55, Alpha 290, Alpha 390, NEX-5 and NEX-3. Those were included in the Release Candidate versions, but they become official/final now.

Of course, other cameras are also taken into account like the all new Canon EOS 60D, the Samsung NX10, the Panasonic Lumix LX5 and the Pentax 645D.

But Sony love is still very visible here.

Download the new Adobe files (updates).

This time, the rumour became a full-fledged announcement and Sony presented officially their new 14MP DSLR photo cameras: Sony Alpha 290 and Sony Alpha 390. They will be offering renewed entry-level solutions for the amateur photographer willing to have a Digital SLR camera with up-to-date technology.

Key features both the A290 and A390 share:

• A new 14.2 MP CCD sensor
• Quick AF Live View (allowing fast AF even in LiveView mode – a Sony exclusive)
• Sony revised the body design with a better hand grip and slightly improved button locations
• Friendly on-screen Help Guide and Graphic Display
• Autofocus system: 9-point sensor with TTL phase detection
• Viewfinder: Fixed eye-level, penta-mirror
• Built-in flash: Auto pop-up – GN 10 at ISO 100 (coverage up to 18mm)
• Interfaces: USB 2.0 and HDMI
• Memory cards: SD/SDHC or Memory Stick Pro/Pro-HG/Pro-HG Duo-HX
• No video capture

One feature differentiates the A390 from its smaller brother:

• 6.7cm (2.7-inch) tilt LCD

Press Release

More style and value by Sony for first-time DSLR users Easy-to-use DSLR-A390 and DSLR-A290 with 14.2 megapixels

• DSLR-A390 with 14.2 megapixels, Quick AF Live View and 6.7cm (2.7-inch) tilt LCD; DSLR-A290 with 14.2 megapixels
• Compact, stylish body with new grip design and revised button layout for comfortable handling
• Quick AF Live View with tilt LCD (α390) for live image preview with fast, accurate autofocus
• Friendly on-screen Help Guide and Graphic Display
• HDMI output and BRAVIA Sync

The α (Alpha) digital SLR range from Sony grows further with two stylish, affordable new entry-level cameras.

Ideal for first-time DSLR users, the DSLR-A390 (α390) and DSLR-A290 (α290) offer a dramatic step up in picture quality and creative options from point-and-shoot compact cameras. Just as importantly, they’re beautifully easy to use, even if you’ve never handled a DSLR before.

With a resolution of 14.2 effective megapixels for flawless, low-noise images, both cameras offer the speedy shooting responses that are prized by DSLR users.  The α390 adds the extra benefit of Quick AF Live View. This unique system teams the convenience of live image preview on the tilt-angle Clear Photo LCD with speedy, accurate phase-detection autofocus.

The most affordable new DSLR from Sony, the α290 offers the same 14.2 effective megapixel resolution as the α390 in a compact body that weighs just 456g (excluding battery and media).

Both cameras feature an attractive new grip design that allows even more comfortable handling. Upper control areas of both models have also been revised with a clear, uncluttered new button layout.

Even DSLR novices will find it brilliantly simple to explore the generous creative features of both new cameras. The intuitive Graphic Display makes it easy to understand the relation between shutter speed and aperture, plus the effects of your chosen exposure settings on the final picture. The Help Guide offers clear, concise explanations of camera functions, illustrated by a sample image to show the results you’ll achieve. Quick access to shooting and playback function menus is streamlined by colourful on-screen icons.

The α390 and α290 include a mini-HDMI terminal for direct connection to any HD Ready TV (requires optional cable). Support for PhotoTV HD ensures even better-looking still image reproduction on compatible BRAVIA models.  BRAVIA Sync allows control of slideshow and other camera playback functions in comfort using your TV remote.

The stylish, easy to use new α390 and α290 digital SLR cameras by Sony are available from summer 2010.

For more information please contact
Sony Europe Press Centre
presscentre@sony.eu

Sony is a leading global innovator of audio, video, communications and information technology products for both the consumer and professional markets. Sony is renowned for its audio-visual products, such as the BRAVIA LCD high-definition television, Cyber-shot digital camera, Handycam® camcorder, “α” (pronounced Alpha) digital SLR camera, and Walkman® MP3 player as well as its VAIO personal computers and high-definition (HD) professional broadcast equipment, highlighted by the XDCAM® HD. Offering a complete end-to-end HD value chain and with its electronics, music, pictures, game and online businesses, Sony is one of the world’s leading digital entertainment brands, employing approximately 170,000 people worldwide. 

Through its long-term football partnerships as an official sponsor of the UEFA Champions League until 2012, Official FIFA Partner until 2014 and global sponsor of the FIFA World Cup in 2010 and 2014, Sony is inspiring a sense of excitement for the millions of football fans around the world.

For more information on Sony Europe, please visit www.sony-europe.com

“Sony”, “WALKMAN”, “VAIO”, “Cyber-shot”, “Handycam”, “α”, “BRAVIA” and “XDCAM” are registered trademarks or trademarks of Sony Corporation. All other trademarks or registered trademarks are the property of their respective owners

The two photo cameras (A290 et A390) will both be equipped with a 14-mega-pixel digital sensor, and the Alpha 390 keeps the Quick LiveView of its ancestors, while the Alpha 290 will loose it to keep prices down: A290 + 18-55 mm = 599 Euro (by the way, A390 + 18-55 mm = 799 Euro).

Common features of the two photo cameras:

• 14 mega-pixel digital sensor
• Image-stabilization by sensor shaking: In-camera SteadyShot
• Sensitivity: up to ISO 3200
• Autofocus: 9 AF points
• New ergonomics (Sony goes to a better grip design than the angular one on the previous generation)
• 2,7″ LCD screen on the back
• Compatible memory cards: Either Memory Stick or SD memory cards
• In-camera in-menu help and tips
• HDMI output

The only thing left: Wait for the official announcement; It should not be long.

After the launch of the first point-and-shoot (APS-C sensor) cameras in the Nex range (is it Nex or Alpha Nex? I am no longer sure), we start hearing that there will soon be a high-end NEX at Fall (September 2010). Its name? A very predictable NEX-7. It would bring much richer video capture modes like the following:

• 1080p at 60 frames/s
• 1080p at 24 frames/s
• 720p at 120 frames/s
• 720p at 60 frames/s

Moreover, the user interface should be optimized for easier control by enthusiast photographers who waited for manual controls. Maybe this will be a new candidate for the title of pro photographer point-and-shoot solution…

While staying on the video playground, and remembering that the Sony management insists on maximum sharing of developments between the various branches (Howard Stringer, Sony CEO, interview in Wired 18:04/Apr 2010) we can draw the easy conclusion that some of these video modes will also appear on at least one of the new SLR photo cameras under development for a 2010 launch in the Sony Alpha range.

Indeed, everything (including free commentary read in the May 2010 issue of Chasseur d’Images) points to a full shuffling of the Alpha range in the coming months. What should be expected? They will shoot first at the value level. Within a few weeks at most, we will see the Alpha 290 and Alpha 390, if only because -despite a very obvious market success- the digital sensor of the Alpha 230 started to look dated.

On the contrary, if you analyze finely what was just revealed by Toru Katsumoto (Senior General Manager at Sony) to the Spanish QueSabesDe web site, you will understand that it is not certain that even if video capture is coming fast, it will probably not debut on the Alpha 290. Maybe the Alpha 390 will be the first to benefit from this innovation. But if this is not the case, be sure (after the announcements done in February 2010) that the replacement of the Alpha 700 (Alpha 750 or Alpha 790) will be so equipped, along with a photo camera from the Alpha 4×0/5×0 line.

The rest of the year will also see the arrival of new lenses for the Alpha series. Of course, sports and wildlife photographers are listening to every date rumour for the arrival of the APO G 500mm à f/4, even if its price will certainly limits its public to those people endowed with very deep pockets. On the opposite or in complement, more affordable and also eagerly awaited, many existing lenses not yet featuring SSM or SAM focusing will be replaced/improved in the coming 12 or 18 months (according to David Kilpatrick); To my eyes, this will be a major improvement that is coming not too soon, even if the Minolta inheritance forced into some patience.

However, the very limited success of the Alpha 850 and Alpha 900 decided the Sony marketing not to push very hard for an immediate renewal or complement (the production volumes are small in front of customers -pros and enthusiasts- that are enthralled by Nikon and Canon). Sony will not leave this market of Full Frame SLR cameras, but we will have to wait until 2011 (maybe even at the end of the year) to see remarkable news on this part of the product line.

Now, if you want to see even further, think 3D. Sony invests a lot in 3D image and video. All the products from all the product lines (photo, video, video games, …) must convert to it quickly to build Sony again into the consumer electronics giant that is announced for us. For the photo cameras, it will come first from the point-and-shoot cameras (Nex should be first) but not all models will be so influenced.

All in all, 2010 will be an touchstone for Sony photography. A year with major news ahead.