• Sony Alpha SLT-A77
• Sony Alpha SLT-A65

Important notice: The comparison table (with the competing Canon and Nikon products) has been updated.

The good news:

• The digital sensor is 24.3 Mega-pixel
• Sensitivity hit a new high for this price range (ISO 100-16000 plus extensions)
• Exposure/metering is controlled by a new 1200-zone sensor, as expected
• Video capture takes off up to 60 frames/s in Full HD (1080p)!
• Fast continuous AF is maintained at all shooting speeds (12fps for the SLT-A77 and 10fps for the SLT-A65) and during video grabbing, thanks to the semi-transparent mirror
• The Alpha 77 has AF micro-corrections (like the Nikon D7000, D300S or Canon EOS 7D)
• The pop-up flash is really 12m at 100 ISO (initially, we heard less than that)
• The Alpha 77 body is all-weather, dust- and moisture-protected, not only in magnesium allow. This will be a tough guy.
• The Alpha 77 shutter is guaranteed for more the 150,000 operations, which is nearly in the full-pro quality level in terms of reliability
• The Alpha 65 is only 622g (thanks to a lot of polycarbonate)

The less good news:

• The rumor told that the Electronic Viewfinder would be 3 mega-pixel resolution OLED. But it will have only 2.3 MP, which is still clearly in the high-end of the EVF quality.
• The Alpha 77 still is heavy at 732g

This announcement is coupled with the launch of a new zoom lens for expert customers: The Sony DT 16-50mm F2.8 SSM will be the natural complement to these new SLR cameras (they will be sold in kit together).

Prices are damn-good for the A65 quite-nice for the A77:

• Sony Alpha SLT-A77 at $1400/1250€ for the body only and at $2000/1800€ with a 16-50mm f/2.8
• Sony Alpha SLT-A65 at $900/850€ for the body only and at $1000/900€ with a 18-55mm
• DT 16-50mm F2.8 SSM zoom lens: $700 or 850€

But, those of us who are impatient will learn a lesson (as expected): Nothing will be available before October 2011.

Press Release

SAN DIEGO, Aug. 24, 2011 – Blazing speed, enhanced image quality, high resolution and incredible performance are just some of the features advanced amateurs and photo enthusiasts will find in Sony’s newest alpha cameras, models SLT-A77 (α77) and SLT-A65 (α65).

Sony’s latest refinements to its Translucent Mirror Technology make these new cameras the fastest, most responsive interchangeable lens cameras in their class, as well as set new performance benchmarks that even professional DSLRs have yet to achieve. The α77 and α65 both feature a newly developed Exmor APS HD CMOS sensor with 24.3 effective megapixel resolution, as well as the world’s first XGA OLED Tru-Finder viewfinder. The sensor teams with the next generation of Sony’s BIONZ® image processing engine to handle huge amounts of high speed data from the camera sensor, enabling unprecedented response times and flawless image quality with ultra-low noise when shooting still images or Full HD video.

“We feel that these cameras are not only a significant evolution of our breakthrough Translucent Mirror Technology,” said Mike Kahn, director of the alpha camera business group for Sony Electronics. “They’re also a revolution in terms of redefining how this unique technology can be put to use by enthusiasts.”
The much anticipated successor to Sony’s acclaimed α700 DSLR, the α77 boasts the world’s fastest continuous autofocus (AF) shooting performance (among DSLRs in Aug 2011), capturing a burst of full resolution, 24 megapixel images at 12 frames per second with full-time phase-detection AF. The α65 achieves a similarly impressive 10fps shooting speed.

Precision AF tracking of moving subjects is more precise with the α77 due to a new 19-point autofocus system with 11 cross sensors. The α65 boasts 15-point AF with three cross sensors. Tracking Focus maintains accurate focus lock on a moving subject – even if the target is momentarily obscured. Additionally, a new electronic front shutter curtain achieves a minimum release time lag of approximately 50 milliseconds, comparable to much more expensive professional-class DSLRs.

The α77 and α65 further refine Sony’s acclaimed Fast Continuous AF Full HD Movie shooting, already featured on previous Sony Translucent Mirror cameras. Phase Detection maintains accurate focus during video shooting of portrait subjects, even when they’re moving at fast speeds.

Unprecedented image quality and creative options
A broad sensitivity range of ISO 100-16000 expands (α77 only) down to ISO 50. At the highest sensitivities, both cameras can freeze fast action or capture atmospheric low-noise shots without flash. Low ISO settings are ideal when used with a long exposure to create expressive shots, such as splashing water.

Both cameras showcase a remarkably crisp OLED Tru-Finder viewfinder, the world’s first of its kind. With a 2359k dot (XGA) resolution, this precision electronic viewfinder offers a bright, highly detailed, high contrast image with 100 percent frame coverage and a wide field of view comparable to the most advanced class optical viewfinders.

However, unlike optical viewfinders, users have expansive customization capabilities through the XGA OLED Tru-Finder viewfinder and can preview the effects of adjusting exposure, white balance and other settings in real-time. Photographers can also make fine focus adjustments via a zoomed-in portion of the image.

The Smart Teleconverter displays an enlarged central portion of the image sensor, allowing compositions to be displayed clearly on the OLED viewfinder and captured as 12 megapixel images with a digital zoom factor of 1.4x or 2x.

In another first for DSLR cameras, both new models can capture Full HD video at 60p (progressive) frame rates – incorporating the recently introduced AVCHD Progressive (Ver. 2.0) format. Also, 24p shooting is available for capturing beautiful cinematic video footage. Manual focusing and P/A/S/M exposure modes, familiar to creative filmmakers, also can provide enhanced control during video shooting.
Shooters can compose and review stills and video on the adjustable-angle three-inch Xtra Fine LCD display that offers high resolution (921k dot) and TruBlack technology for superb detail and contrast. As an extra refinement, the α77 introduces the world’s first three-way adjustable screen that tilts and pivots freely for effortless framing at any angle (α65: two-way adjust LCD).

Revised ergonomics on both cameras include a comfortably contoured new grip design and tactile new button layout for ‘eyes off’ operation while viewing via the high-resolution XGA OLED Tru-Finder viewfinder.

The α77 adds front and rear control dials for intuitive fingertip operation and a separate top-mounted LCD data display. The durable body features magnesium alloy panels for strength and lightness. Key controls are sealed against the effects of dust and moisture, complementing similar levels of protection offered by the new SAL1650 lens, VG-C77AM Vertical Grip for α77 and HVL-F43AM flash unit.
A new shutter unit on the α77 is tested up to 150,000 cycles and supports an ultra-fast minimum 1/8000 sec shutter speed (1/250 sec flash sync). On-board GPS allows automatic geo-tagging of photos and video clips with location data.

New DT 16-50mm F2.8 SSM zoom lens and accessories
The growing range of compatible A-mount lenses for both cameras now includes the quiet, bright DT 16-50mm F2.8 SSM standard zoom with 16mm wide angle coverage that’s ideal for both portrait and everyday shooting.

The high-performance lens features a dust- and moisture-resistant design, and offers a zoom range of approximately 3x range at constant wide F2.8 aperture. Optical performance is assured by aspherical glass and three ED (Extra Low Dispersion) lens elements to minimize aberration at all focal lengths. An internal Super Sonic wave Motor (SSM) drive enables fast, quiet autofocus.

An optional dust- and moisture-resistant VG-C77AM Vertical Grip for α77 assures comfortable handling in vertical shooting positions. It can house up to two NP-FM500H InfoLITHIUM® batteries, doubling shooting stamina up to approximately 1060 shots (via LCD monitor)/940 shots (via Tru-Finder viewfinder) when using Memory Stick PRO Duo media. Other new A-mount system accessories include a back pack (LCS-BP2), soft carrying cases (LCS-SC21 and LCS-SC8), LCD protectors and eyepiece cups.

Pricing and Availability
The new α77 Translucent Mirror interchangeable lens camera will be available in a kit with the new SAL1650 f2.8 lens for about $2000, and offered as body-only for about $1400. The SAL1650 lens will also be sold separately for about $700.

The new VG-C77AM vertical grip, designed for the α77 camera, will be available in October for about $300.

The new α65 Translucent Mirror interchangeable lens camera will be available in a kit with a standard 18-55mm lens (SAL1855) for about $1000, and offered as body-only for about $900.
Both the α77 and α65 cameras kits and the new SAL1650 lens will be available this October at Sony retail stores (www.store.sony.com) as well as other authorized retailers throughout the Sony dealer network.

For “sneak peak” videos of the new products, please visit www.sony.com/cameravideos.

Since a lot of information reached our ears already through a number of different leaks, it is now possible to make a few educated guesses and to attempt a comparison with the older Sony Alpha 700 (many of its owners are impatiently waiting for its successor(s)) and the direct competition in the Nikon and Canon ranges.

Legend: Green means “best in class”, Red means “worst in class”.

Let’s not forget that this comparison is still based upon rumors (which will or will not be confirmed in the coming hours).

Visibly, Sony is organizing the flood in order to drown any other announcement from another brand (Nikon) arriving at the same time this week.

Source: DChome.

Source: http://www.d-slt.de/sony-a77/

It disappeared quickly but I found it still available on a slightly more distant web site:

This is the Sony A77 indeed. Most probably, this is something coming straight from Sony. Possibly, as some others commented before, this is a scheduled leak part of the marketing campaign along with the official announcement in a few days (August 24th?) of both the Sony A77 and Sony A65.

All the features of the new Sony SLR cameras:

• Sony Alpha 65
• Sony Alpha 77

While they are still unannounced, the Sony Alpha 77 and Sony Alpha 65 are relatively well known from the amount of leaks, rumors and informations available in the recent months.

We know that they will be announced at the end of August. But without waiting any more, I decided to open the description page of these cameras: Sony Alpha 77 features and Sony Alpha 65 features.

Of course, they are more the result of a statistical approach to the posts seen over the international web of photo-related sites than a precise set of features. So, I will keep updating them according to the new data available. And of course, they will be updated to final specification on 23 and 24 August, when they are made official.

• All APS-C SLR cameras
• All Full Frame SLR cameras

Gee! This is going to influence the future of the Sony Alpha line.

In a nearly parallel direction, knowing that Sony decided not to announce a new Full Frame SLR camera this year (but only in 2012), it is interesting to notice the information provided by SonyAlphaRumours and telling us that Sony determined its strategy for the year 2011. For the most significant part, Sony forecasts a complete stop of manufacturing for the Sony Alpha 850 whose stocks will plummet quickly. On the opposite, the elder brother (more endowed too) Sony Alpha 900 will see its price drop progressively at the current 850 level, to boost sales, avoid leaving too much room to the competition and empty the stocks before the arrival of an Alpha 99.

Thanks, once again, to Sébastien.

I would even be ready to open a competition to assign features to all of them black buttons.

Among things that may require a little more attention, we can notice that on the Sony SLT-A77 :

• The LCD screen on the back is articulated (but not deployed in the presentation).
• Memory is really in SD card format.
• The viewfinder is electronic (no pentaprism).
• The mirror does not seem articulated (but in a fixed position as on the A33 and A55)
• Many little changes in the design style of the buttons: Exact form, exact location or even their orientation.

Thanks Séb.

As a matter of fact, at the CP+ show in Yokohama, Japan, Sony has just shown the “see through” mock-up or conceptual model. Apparently, news people have not been allowed to play and shoot some picture with it yet

Complementary updates:

• This is truly the future A77.
• The explanations confirm that the resolution of the photo sensor will climb considerably (so, much more than the available 16 MP in the current APS-C Sony cameras and probably the 25 MP that left us quite unconvinced even a few weeks ago).
• We can clearly see the semi-transparent mirror and Sony confirms that the Full HD video will be partnering with a phase correlation autofocus (like in the photo part of the SLR camera).



• The LCD display on the back of the body will definitely be articulated (very good for the LiveView mode, critically needed for video capture).
• Card slots: One for SD (probably up to SDXC-compatible) and one for the sad Sony Memory Sticks.
• The top LCD display comes with an illumination button.
• The viewfinder is NOT an optical one; The EVF arrives now.
• The use of some of the many buttons is still a mystery of some kind (many more buttons than in the mockups previously presented by Sony).
• The launch of the Sony Alpha 77 will probably not happen before the second quarter of 2011.
• The launch will be synchronized with the announcement of the 500mm f/4 tele-lens that everybody has been talking about for quite a long time now.
• The Sony Alpha 77 will come with a new high-end trans-standard zoom lens (whose representation here on the right suggest a Carl Zeiss ZA design), a grip specific to this body and an all-new cobra flash.

Source: Sony Japan.

Appeared for a short time on the dutch forum fotomateforum.net, here are the possibles/probables features of the future Sony Alpha 77 (or SLR-A77):

• APS-C 23.6 x 15.6 mm 24.4 Mp (Effective) EXMOR CMOS backlit sensor
• Continuous shooting at 16 fps
• Sensitivity: ISO 100-204800
• Autofocus: 51 focus points (15 cross-type sensors)
• Micro Adjustment for Sony, Minolta and Konica Minolta Lenses
• Full HD Video / 24 bits
• Modes: HDR, Panorama, 3D, etc.
• GPS
• EVF viewfinder is based upon a new Epson OLED display
• Tiltable LCD screen
• Built to the Alpha 700 standard
• Memory cards: compatible with CF, SD and MS (usable in tandem)
• New high-performance batteries (1000 shots per charge)
• Price (Body only): 899€

This is all very probable (except price), according to the information already available, but as the post was already referring to a laucnh date (16 April) which seems really not confirmed by Sony sources, this may be only the result of the intelligent synthesis by a single Internet user.

Source: SAR.

I just learned that this electronic viewfinder should be based on an OLED display with the exceptional contrast of at least 10000:1 and a wide color gamut covering more than 75% of the NTSC 1931 CIE standard. Its resolution should be over 1.5 mega-pixels and possibly more than 2 mega-pixels, with very small inter-pixel spaces.

This is -indeed- susceptible to produce a much better quality for the Sony SLT-A77 than on the SLT-A33 and SLT-A55 presented by Sony in 2010 in the Alpha range.

Complementary contextual information (added on Jan-21):

I could not find any Sony data about the exact features of the A33/A55 viewfinder LCD. However, there are a few things that can be observed and a few state-of-the-art technological elements to add in order to relativize the exact impact of this possible leak.

Good desktop LCD displays (and good TV sets) are usually in the 100% – 130% range of the NTSC standard (beyond NTSC, most use the wider AdobeRGB gamut reference), but the smaller LCDs tend to navigate in 50-55% waters.
Also note that 100% of the NTSC (which is an old standard from the 50’s) is still quite insufficient for most photo applications (video tends to be more tolerant). It make this A77 proposition of a VF as a significant progress, but this stays in low quality levels.

Small LCD displays (not the video-projection LCD panels, but those found in the back of our photo cameras and apparently what has been used by Sony on the A33/A55) have contrast ratios around 150:1, sometimes but not often much better. Here, the improvement should be very perceptible.

As for the resolution, the A33/A55 have a 1.5MP EVF. So, there will be no progress or a very small one.

• “we’re really quite dedicated to developing products for both the A-mount system and the E-mount system because we do believe that both have roles to play” : Mark Weir clearly indicates that the NEX (E-mount) and Alpha (A-mount) ranges are not designed to compete against each other by to be complementary and to reach different targets. This is certainly not a surprise, but it’s good to hear it said clearly.
• “we absolutely understand and value the point about the continuity that an interim A700 successor model would have offered, but we prioritized the development of new capabilities, new benefits, and new technologies such that the A700 successor will be a truly unique and revolutionary product” is a key sentence where the Sony manager tells us that the spirit of continuity with the A700 does not have priority over the development of new revolutionary technologies. Who would not think about the semi-transparent mirror of the Alpha SLT (A33 and A55). This way, it is nearly completely confirmed (see more about it below), but it can also be understood as referring to many other improvements to come soon (at least, Electronic ViewFinder quality and -maybe- a record resolution for the sensor which may well be identified as a revolution).



• “everyone will realize that it was very valuable to first develop the technologies and the capabilities” has to be translated from marketese into plain English with some kind of We had too much in our hands, too much to work on, before we could build the product we wanted”. Elsewhere in the interview, it is easily understood that Sony did not want to work simultaneously on everywhere and that the A33/A55 developments must have been eating the lion’s share or the R&D resources. “We can’t do everything at the same time, so let’s spread it over time and let’s start with big-volume cameras.”
• Mark Weir also clearly state that the A700 successor will be located between the A580 and the A850. Some will want to read this truism as the hope that a traditional viewfinder will be maintained against the possible semi-transparent Pellix-type mirror and an EVF, but I believe that nothing can stop the impetus acquired by the technological transformation aforementioned. And the following phrase (“the A700 successor […] will incorporate the translucent mirror technology.“) is without any doubt: the A77 will have a semi-transparent mirror. This is now certain. Mark Weir then defends this approach by publicly stating that the associated improvements will reduce the last worries and win the last complaints back.
• Another remark about the Full Frame cameras, “the market has shifted increasingly toward the use of APS-C cameras, even in the enthusiast and semi-pro space” could well trouble those waiting for the replacement of the Alpha 850. More or less, if the market forces everybody to have high-end Full Frame photo cameras, sales go to the high-end APS-C photo cameras. We must admit that the limited success of Sony within the pro public, but it’s true that, inside Nikon or Canon, the same problem is certainly present too; with the critical difference that those two brands have a very strong presence in the pro market and probably have a slightly different perception of (and an easier path to) this constraint. As repeated by many observers, Sony still must prove worthy for pro photographers to collect the associated brand image, but the Sony Marketing is at a loss to find the means to this end. The consequence will certainly be a little less pleasant: Sony will wait more before working on an Alpha 950 (or Alpha 99) for Full Frame cameras. As everybody murmurs it, let’s not discuss this any longer before 2012.
• Some more fuzzy comments about the difficulties to ship the Alpha 580 will not shed any new light on the issue. The camera is still hard to find, but these suggest simultaneous issues of primary parts procurement and manufacturing capacity. We will probably never learn anything more precise from a Sony employee in front of a microphone.
• The zoom lenses included in camera kits are selling exceptionally well (“the 55-200mm telezoom or the 70-300mm telezoom that is promoted at the time of purchase really represents a tremendous part of the lens units that are sold.“). Nobody will be surprised by such a statement knowing that all camera manufacturers build camera kits at prices obviously attractive. But at a noticeably lower level of sales, Sony sees a real success for the 24-70mm f/2.8 and 70-200mm f/2.8 (“The other part of the business is the lenses that are sold to enthusiasts, and these are typically wide-aperture 24-70mm or wide-aperture 70-200mm“). This is recognition of the value of lenses designed and bought to be present for a long time in the expert photographer’s bag (when I was saying the same…) But Sony also makes significant efforts to present high-end prime lenses (prime = not too expensive, or 150-250€).
• “What you are seeing is the emergence of hybrid silent AF motors.” is the introduction to a list of commentaries to explain that Sony will keep on developing SSM lenses (ultrasound motor AF, expensive but very quiet) along with SAM lenses (hybrid motor AF, cheaper and somewhat quiet). the E-mount lenses are designed from inception to be silent (for video capture), but the A-mount range shall also receive more lenses designed to satisfy the video lover in Alpha suit. To my eyes, this part contains too much warm water to warrant for a clear future and the marketroid who’s talking probably translates Sony’s indecision on this issue. He even goes to the point of defending the use of external microphones…
• “there’s full aperture control with movie capture in SLT right now, it’s just not with AF at the same time.” will certainly stop most dreams short for some people still hoping to get both fast AF and free choice of lens aperture. As Mark Weir finely explains, it is mostly a matter of technical limitations and the only hope left is to give contrast-based AF enough time to improve slowly (for the time being, for technical limitation, phase detect AF can only work at wide open A-stop – or up to f/5.6).
• One short mention to confirm the 500mm G f/4.0 prime lens, without giving even a hint of a launch date.
• the end of the interview covers the evolution of the different markets and requires to be analyzed with a big grain of salt in front of the statements from the other camera manufacturers, but it can be summarized in telling that all manufacturers think that 2011 will be a good year for photography and that Sony wants it to be a good year for 3D photography (Sony decided to heavily bet on 3D in all of its markets).

As we can see, this is one of those rare interviews where a brand representative openly speaks and provides a lot of precise data without hiding it behind a heavy curtain of unreadable bad English. Congratulations to Imaging Resource which had already shown their ability to write excellent gear tests and demonstrate that they can also write other article kinds.

This pro-tele-prime lens announced a year ago by Sony includes a small DMF button whose meaning should be Direct Manual Focus. The use of this button would be to easily move from a “normal” AF mode to a “x15 zoom” mode allowing easier fine focusing.

This feature has nearly no use in a prime lens which certainly contains no optical element to support such a feature. AP concludes that the only explanation is that this is a control for an SLR body feature associated to the electronic viewfinder of future cameras from Sony. Good reasoning…

The consequence:If a prime lens whose price (a few thousand Euros, maybe 10000€/$10.000) puts is firmly in the pro range contains such a feature, the electronic viewfinder is coming to the next pro cameras from Sony. The conclusion is that the Sony Alpha 77 (or Alpha 750) which will follow in the steps of the Sony Alpha 700 will be equipped with an Electronic Viewfinder (EVF) and a semi-transparent mirror like the Alpha 33 and Alpha 55, that are clearly in the entry-level part of the Sony camera offering.

It’s still a bit weird for a button already appearing on the 500mm f/4 mock-ups presented a little more than a year ago. But the indication is quite parallel to the success observed by the semi-transparent mirror system with an electronic viewfinder of the SLT-A33 and SLT-A55 (big sales everywhere in the world in 2010, starting with the Japanese market).

We learned a few key points:

• It will be a camera based upon the semi-transparent mirror technology (already disclosed on the SLT-A33 and SLT-A55). This is assuredly a kind of surprise since most of the observers (me included) expected this technology to wait until next generation of expert cameras to be extended. But Sony is betting everything on this revolutionary architecture and they are convinced that the video capture advantage will be a key point (but will the users be convinced by the electronic viewfinder after the excellent viewfinder of the A700?)
• Full HD (1080p) video capture, of course
• 10 frames/second continuous shooting bursts
• Continuous AF in all conditions, including video mode(s)

From its launch the A77 (let’s call it like that for now) will be available with a new trans-standard lens ready to satisfy a demanding customer, a new long prime tele-lens (certainly the 500mm f/4 G SSM we are waiting for in the G range, whose prototype is visible at the Photokina).

Clearly, Sony pushes forward in the semi-transparent mirror architecture. It is a major question mark for the highest end of the camera range, too. What about the Full Frame cameras (the followers to the A850 and A900)? it is quite probable that Sony will wait until they know the sales level of the lower-end cameras. If the A33, A55 and A77 sell strongly, it will allow Sony to extend its range toward the higher levels, but these cameras may feel a bit alone for some time. It is a good thing that they will not feel immediately outmoded…

Press Release

Sony showcases digital imaging solutions at Photokina Prototypes of Advanced Model A-mount Camera and new E-mount lens roadmap are revealed

Sony showcases the unique creative possibilities of its full digital imaging line-up at Photokina. Highlights on the Sony stand in Hall 5.2 include latest additions to the α (pronounced ‘Alpha’) range of interchangeable lens digital cameras, Cyber-shot compact cameras, Handycam® HD camcorders, Bloggie Mobile HD snap cameras and S-Frame digital photo frames.

A-mount system interchangeable lens digital cameras
Shown for the first time in Europe, Sony exhibits a new advanced segment camera (prototype) that uses Translucent Mirror Technology. Aimed at photo enthusiasts and step-up amateurs, the new α model builds on the powerful creative possibilities of the first translucent mirror cameras from Sony, the α55 and α33, also on display. Unlike conventional DSLR cameras, this innovative design enables super-fast shooting responses with continuous AF during stills and HD video shooting in a compact body.

Also presented, new A-mount system accessories currently in development include a flash and Vertical Grip, plus standard zoom and telephoto lenses.

E-mount system cameras: NEX-5/NEX-3
The growing range of E-mount system cameras, lenses and accessories is on display at Photokina. The compact, beautifully styled NEX-5/NEX-3 feature an APS-C size sensor, allowing photographers to capture DSLR-quality stills and video with the creative freedom of interchangeable lenses. On show are prototypes of seven new E-mount lenses that will be available during 2011 and 2012.

Available from mid-October, a firmware update adds fresh functionality to the NEX-5/NEX-3. Autofocus operation is now supported when using A-mount SAM and SSM lenses with the optional LA-EA1 Mount Adaptor. There’s also a new custom function that allows assignment to buttons of frequently-used functions, plus a new function to record movies with setup aperture.

Cyber-shot digital compact cameras
The Cyber-shot range of digital still cameras includes the feature-packed W series, the high-performance H series and the super-slim T series. Key Cyber‑shot features include AVCHD Full HD video, 3D Sweep Panorama and Superior Auto Mode for brilliant results in any shooting situation.

Handycam® HD camcorders
The Handycam® range of flash memory and hard disk drive camcorders unites Sony expertise in image sensing, digital processing and advanced optical design. The Exmor R CMOS Sensor on selected models boosts sensitivity for enhanced image quality with reduced noise, even in low-light. SteadyShot Active Mode features ‘3-way’ shake cancelling for more stable images at all zoom settings, even while walking.

Targeted at videographers and enthusiasts, the Handycam® NEX-VG10 features an extra-large Exmor APS HD CMOS sensor for stunning images with cinematic depth-of-field effects. Compatibility with interchangeable lenses allows still photographers to fully exploit the creative possibilities of their existing lens collection (A-mount lenses require optional adaptor).

Bloggie Touch Mobile HD snap camera
The latest addition to the Bloggie family, the stylish “Bloggie Touch” MHS-TS20K features a super-size touchscreen, 360 Video shooting capability and built-in USB arm for easy PC transfers. Built-in software simplifies photo and movie clip sharing via online services like the newly-launched Personal Space by Sony.

S-Frame Digital Photo Frame
The full 2010 line-up of S-Frame digital photo frames includes models from 17.8cm (7”) to 25.9cm (10.2”) panel size. Flagship models now support AVCHD video playback with stereo sound. Other models include the D830L, a battery-powered portable photo album, and F800 that integrates a high-quality colour printer.

Sony at Photokina 2010: Prototype / pre-production model display

A-Mount series interchangeable lens camera
Camera body

• Advanced model
• Translucent Mirror Technology
• Exmor APS HD CMOS Sensor
• AVCHD Full HD video

Lenses

• Standard zoom lens suitable for advanced model
• Telephoto Lens (500mm F4G)

Accessories

• Flash
• Vertical grip

E-Mount series interchangeable lens camera

Camera body

• Color Variation Concept Models of NEX-5 and NEX-3

Lenses

• Wide fixed focal length CZ : available from 2011
• Telephoto zoom : available from 2011
• Macro : available from 2011
• Portrait : available from 2011
• High performance standard zoom G : available from 2012
• Wide zoom : available from 2012
• Mid-telephoto : available from 2012

Accessories

• Flash

According to most comments and rumours, Sony will have a prototype under a glass dome (like the first presentation of the “flagship” Alpha 900) with only a few comments about its features. Do not expect more until the beginning of 2011, the availability will be pushed into the second quarter of 2011.

However, some features seem to be leaking already:

• 18 MP CMOS sensor
• ISO Sensitivity: Improved but no figure available yet
• Video capture in both 720p and 1080p
• 32-point AF system (a large improvement on existing Sony AF solutions)
• It will have a SD/SDHC/SDXC card slot, and may loose the CompactFlash card compatibility (or have triple compatibility with Sony-proprietary MS cards)
• Weather-sealed body
• A new battery with a much higher capacity (it will probably be also used by another high-end camera late in 2011)

What is unclear (and the uncertainty about the name reflects it) is whether the new A77 or A750 will have a semi-transparent mirror and EVF (like the A33 or A55) or a more traditional viewfinder behind a mobile mirror (like the A700 and A900). Most certainly, a look at the prototype model of the Sony A77 or Sony A750 will clarify this.

There are a few little sounds that come from people who know about Sony.

First, and this is no longer a rumour, Sony has delayed the availability of the Sony Alpha 560 until beginning of 2011. The exact date seems a bit unclear (January or later?) and the reason is still unknown (production/manufacturing issues or marketing decisions). For the time being several countries are informed that the pre-orders are canceled and availability is unclear.

Second, a Sony representative from Sweden has been giving an interview to Fotoguiden.se where many people (unfortunately starting with SonyAlphaRumours) are willing to read a lot more than what is said. Anders Ericsson seems not to be a real spokesperson for Sony and tells many things which are presented exactly as if he is thinking aloud about things he does not know about more than most of us.

He says that he does not expect the follower to the Alpha 700 (Alpha 750, Alpha 790 or else) to be announced at the Photokina show. But more importantly, he tries to give views about the future of SLR cameras at Sony, stating that the A560/A580 are the last true SLR cameras at Sony, expecting the semi-transparent mirror solution of the A33 and A55 to be extended to the whole Alpha line.

This would obviously mean giving no successor to the Alpha 700 and A850/A900 products (no serious/expert/pro photographer would accept an Electronic ViewFinder -at least today). This would be a very bold statement for sure, even if Sony is selling many more entry-level cameras than the Alpha 900.

And Mr Ericsson is even giving the reasons why this would be so surprising today:

• The EVF is needed because the semi-transparent (SLT) mirror brings only a little light to the viewfinder.
• The semi-transparent mirror is reducing the light coming to the photo digital sensor, which would be a sin for high-end cameras where extreme sensitivity is becoming a critical decision factor.

In addition, SonyAlphaRumours has shown a set of specs for the next cameras from Sony. I go along with their analysis: This has a very low credibility factor.

Sony A9xx
34.6 MP
100% pentaprism
51 AF point
Center new double cross sensor at f/2.8
8 crosses
18 hidden assist point AF
ISO 100-25600, extended to ISO 50-51200

Sony Axxx
18 MP
19 point AF
Center double cross f2.8
10 fps
New Bionz
ISO 100-25600，extend 50-51200
3.5′ Bravia-class (???) LCD

Sony A750
18 MP CMOS
New BIONZ processor (perhaps twice, but is unlikely)
19-point AF, central cross
Between 10 fps and 12 fps
ISO 100-25600 (expandable to ISO 50-51200)
Full HD Video 1080i
Folding LCD 1.44K
HDR, 3D Panorama
Metal body
Date of announcement: September 12

Most serious observers now exclude the possibility of seeing a real Sony Alpha 750 announced at the Photokina fair in Köln, Germany. Surprisingly, it’s still uncertain whether or not Sony will have a set of preview features or even of prototype under a glass dome.

Everything/everybody points to a January or February 2011 announcement.