Sony launches Translucent Mirror Technology camera

The Alpha 55 and Alpha 33 cater to both professional and amateur photographers

Tags: 3DDigital PhotographyDigital cameraSony GulfUnited Arab Emirates
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Sony launches Translucent Mirror Technology camera The Sony Alpha 55 features built in GPS for automatic geo-tagging of images.
By  Georgina Enzer Published  January 16, 2011

Sony has announced the launch of two of the first Translucent Mirror Technology cameras in the Middle East region.

The α55 and α33, are the first digital cameras to use the Translucent Mirror Technology, an optical system which uses a translucent mirror to ‘split' the optical pathway between the main image sensor and a separate 15-point phase-detection autofocus sensor.

"As a leader in innovation, Sony has developed the new line of  cameras to help anyone, from seasoned professionals to amateur photographers, to easily capture DSLR quality images. Translucent Mirror Technology overcomes other traditional limitations of DSLR models with its simplified mechanical design, shrinking camera size and complexity. This makes the α55 or α33 a compelling choice for casual photographers, who wish to capture spontaneous family moments and travel scenes with less to carry," said Osamu Miura, Managing Director, Sony Gulf FZE.

These cameras are designed to have high-resolution live image preview with rapid, accurate phase detection autofocus via the angle-adjustable 7.5cm LCD or electronic viewfinder.

Any adjustments the user makes to exposure, depth of field and colour can be previewed instantly, either in the viewfinder or on the LCD, according to Sony. Effortless composition is further aided by a switchable grid line in the finder and LCD screen.

The Translucent Mirror Technology is designed to allow high-speed shooting with the α55 at up to 10 frames per second and seven frames per second with the α33 in Continuous Priority AE mode.

Both the 55 and 33 feature the precision electronic viewfinder with 1.15 million dot resolution, designed to deliver a clear image with 100 per cent frame coverage.

The α55 and α33 are compatible A-mount interchangeable lenses and offer an in-body image stabilisation system.

The α55 and α33 also feature 3D Sweep Panorams, designed to allow users to create wide panorama shots which can be viewed on any 3D HD compatible television. The α55 is the first Sony Alpha camera with integrated GPS, allowing automatic geo-tagging of images and video clips.

The cameras are compatible with Memory Stick PRO Duo and SD media.  The Memory Stick PRO-HG Duo HX 30MB per second transfer rate offers the best performance during cameras' continuous shooting mode or when transferring the data.

α33 cameras are currently available at selected outlets across the region.

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