Designed with first-time DSLR users in mind, the new range of cameras delivers increased usability combined with outstanding image quality

Sony Electronics Asia Pacific presents three new entry-level cameras, 230, 330 and 380, delivering greater usability to first-time DSLR users. The latest cameras offer an all-new Graphic User Interface (GUI), lightweight and stylish design, and high performance features, allowing users to intuitively understand DSLR camera functions and capture images effortlessly. The 330 and 380 sport Sony’s unique Quick AF Live View technology for quick and easy live view operation. Weighing a mere 450g, the 230 is additionally the world’s lightest DSLR camera with a built-in image stabilisation system (SteadyShot INSIDE) in its body.

“The latest entry-level DSLR cameras from Sony bears testament to the company’s unwavering commitment in offering the best imaging solutions to consumers,” says Mr. Yosuke Aoki, Assistant General Manager, Digital Imaging Marketing Division, Sony Electronics Asia Pacific. “With a simplified user interface and compact, ergonomic body design, Sony has lowered the barriers to entry for DSLR cameras so more consumers can benefit from full DSLR functionality and easily achieve outstanding image results.”

Simple, Intuitive User Interface

Featuring colourful Graphic Display option, the latest cameras enable first-time users to easily navigate through the cameras’ menus, functions and settings, helping them realise the practical benefits of a DSLR. Users can easily choose between three shooting display modes: Graphic, Standard and None. In the default “Graphic” setting, this new display option lets entry-level DSLR users easily grasp the relationship between aperture and shutter speed, and understand the effect that each has on photographic results through icons and graduated scales.

Each of the 6 Scene Selection modes has its own Help Guide and a sample photo. 4 background color options (white, pink, brown, or black) for the interface are also available.

Likewise, the on-screen Help Guide is available in multiple languages and provides concise explanations with shooting tips and sample photos to help new DSLR users make full use of their cameras. For fuss-free scene selection, the mode dial on the top of the camera offers instant access to 6 Scene Selection modes. As a plus, a warning message with suggested alternative actions is displayed if users attempt to apply an invalid setting. Making the cameras even easier to use, the number of controls has been reduced from 19 to 13, and 7 of the most frequently used controls are consolidated on the right side of the camera to enable easy operation with just one hand.

SteadyShot INSIDE, Quick AF Live View, 14.2-megapixel CCD

All three cameras sport SteadyShot INSIDE image stabilisation which automatically counters unwanted camera shakes. Users will be able to enjoy blur-free pictures each time as the SteadyShot INSIDE image stabilisation system is made to work with any lens. Additionally, the 380 and 330 are equipped with Quick AF Live View, a Sony-exclusive feature that enables users to benefit from the speed and accuracy of phase-detection autofocus even when using the LCD screen to frame their subjects. The variable-angle 2.7-inch Clear Photo LCD also enables wider range of monitor movement. It can now be tilted downwards by 55º and upwards by 135º, giving more freedom in shooting for users. A new Auto Brightness Control function also improves visibility of pictures over previous models by monitoring surround light levels and automatically boosting LCD monitor brightness. Furthermore, all three cameras also feature an exclusive Eye-Start function that automatically activates the autofocus when the user is looking through the viewfinder.

Adding to the array of high performance features, the 380 is equipped with 14.2-megapixel CCD image sensor, while both the 330 and 230 sport 10.2-megapixel CCD image sensor. These large, APS-C type CCD sensors support the effective capturing of light and enable users to record brilliant images that are high resolution and rich in tonal gradation. Combined with the high-speed BIONZ image processing engine, users are assured of true-to-life images that feature reduced noise, high quality and high-resolution imaging.

HDMI, BRAVIA Sync, Duo Media Slots

Sharing stunning DSLR photos with friends and family is again made hassle-free for users as the new cameras are the first entry-level series cameras to be equipped with HDMI outputs for high-quality Full HD photo display on HDTVs. All three cameras support PhotoTV HD which allows playback of optimised Full HD images, when connected to a compatible Sony BRAVIA TV in photo mode. BRAVIA Sync compatibility also increases convenience for users, allowing them to use a single BRAVIA LCD TV remote to control a variety of HDMI-linked Sony devices, including the cameras. Adding further ease, the new cameras also sport dual memory card slots. The Memory Stick Duo slot supports high-capacity Memory Stick PRO Duo and Memory Stick PRO-HG Duo media, including the latest Memory Stick PRO-HG Duo HX cards, so compatibility is not an issue. The additional SD (Secure Digital) slot is SDHC-compliant as well.

New Lenses and Accessories

Sony is also pleased to introduce new lenses and system accessories, including 4 new lenses designed for APS-C size DSLR cameras: the compact size DT 18-55mm F3.5-5.6 SAM standard zoom lens and DT 55-200mm F4-5.6 SAM telephoto zoom lens, the big aperture DT 50mm F1.8 SAM fixed focal length lens that is well suited for portrait use, and the life size macro-capable DT 30mm F2.8 Macro SAM. All 4 lenses are fitted with the new Smooth Autofocus Motor (SAM) for faster and quieter autofocus operation. Additionally, the new HVL-F20AM external flash unit is an easy-to-use flash that is slim and stylish enough to be connected to the camera permanently if preferred.

Sony and the Environment

Sony is consistently engaged in a review of our manufacturing operations and business practices to ensure products are developed in an environmentally responsible manner. As part of company-wide efforts to recycle valuable resources and maintain the strictest quality control, a significant portion of the external body of these cameras is made from high-quality recycled polycarbonate. Using exclusive technologies and equipment developed by Sony, the high-quality polycarbonate is extracted from waste CDs that have been stripped of their surface coating and mixed with other resins and additives, before being made into external body components for the cameras.

Other Features:

• Improved Center-cross 9-point AF system
• Anti-dust protection
• Evolved D-Range Optimizer and auto white balance adjustment using technologies derived from the top-of-line 900
• Versatile drive modes including a new multi-shot self-timer that can take 3 frames or 5 frames after a 10-second delay, and a new Remote Commander mode for the use of the optional Remote Commander RMT-DSLR1
• Improved bundled software: PMB (Picture Motion Browser) for photo library management, Image Data Converter SR and Image Data Lightbox SR
• Fully compatible with Sony lenses, Minolta and Konica Minolta AF lenses