Introducing the α900. A camera whose stellar image quality eclipses everything you have known before.
At its heart is a 35mm full-frame Exmor™ CMOS sensor that represents the culmination of a dream. With 24.6-megapixel* resolution that captures details so fine, and color so rich and natural, you will never be satisfied with anything less again.
The α900 digital SLR from Sony. In truth, it is a camera like no other.

The a900 digital SLR from Sony sets a new benchmark for serious photo enthusiasts who demand the unrivaled quality and creative possibilities of full-frame imaging.

The flagship of the a DSLR range features the industry’s first ever 24.6 effective megapixel full-frame CMOS sensor. Developed by Sony, this groundbreaking sensor’s ultra-high pixel count and large size – equivalent to a 35mm film frame – deliver extraordinary image detail and wide dynamic range.

The new-generation sensor captures flawless images with unprecedented fidelity, characterized by vibrant colours, ultra-real textures and subtle tonal gradations. Complementing the extremely high native resolution of the sensor, Exmor™ performs on-chip analogue/digital (A/D) signal conversion and two-stage noise reduction. This guarantees ultra-low noise image files that take advantage of the superb resolving power of high-precision a lenses.

Realising the immense creative potential of the 24.6 megapixel full-frame sensor, the new advanced dual BIONZ™ processors handle massive amounts of image data at extremely high speed. Powerful noise reduction algorithms are applied prior to RAW data conversion and then again during image processing, yielding flawless, detail packed images with an absolute minimum of noise. The dual BIONZ™ processors also underpin the camera’s razor-sharp shooting responses, allowing sustained 5fps continuous shooting at full 24.6 megapixel resolution.

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Never before has SLR photography been so easy, so carefree, or so much fun. With the shooting ease and fast response of Quick AF Live View, the α380 and α330 make it easier than ever to enjoy the power and performance of digital SLR photography. And don’t worry if you’ve never used an SLR before. Assistance is built right into the camera, with a new on-screen Help Guide and Graphic Display to help you capture the images of beauty you’ve always wanted.

Sony’s 14.2 megapixels a380 features Quick AF Live View for responsive ‘freestyle’ shooting that keeps pace with what’s happening around you. This unique Sony system combines the benefits of live image preview with speedy and accurate autofocus, even with moving subjects. Now even brighter for a clear view when you’re framing shots in daylight, the 2.7-inch LCD screen tilts up or down over an extended angle range, increasing options for comfortable shooting in any position.

Imaging quality is superb, thanks to the APS-C sized CCD sensor working in harmony with the BIONZ image processing engine found on other a cameras. You’ll enjoy flawless, detail-packed pictures with low noise, even when you’re shooting handheld. The powerful BIONZ processor is also key to the new cameras’ speedy responses, allowing continuous shooting at up to 2.5 fps (2 fps in Live View mode). A new self-timer drive mode grabs a quick burst of 3 or 5 frames, cutting the chances of spoiled portraits and groups shots when someone blinks at the wrong moment.

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Sony’s Alpha A500 enters the market with the worlds best overall DSLR live view experience (two kinds of live view), a new 12.3mp CMOS imaging sensor, ISO 12,800 capability, class leading 5 frames per second capture (only bested by the A550), hand held HDR imaging, Advanced Dynamic Range Optimizer, dual media card slots, smile shutter technology and face detection technology (only DSLR (less A550) to use phase detect autofocus for this feature), and much more.

The DSLR-A500 (12.3 megapixels) is packed with advanced Sony technology that combine the spontaneity and freedom of Live View shooting with generous possibilities to realise your creative vision.

At the heart of the camera is a new Exmor CMOS sensor that ensures crisp low-noise images, packed with fine detail and vibrant colours. Dramatically reduced picture noise now allows super-sensitive shooting at up to ISO12800, allowing attractive results when shooting handheld in challenging situations like candlelit interiors.

The A500 offers a crisp, high-contrast 3.0 type Clear Photo LCD Plus screen with the same tilt range for clear, comfortable composition and reviewing shots.

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The new DSLR-A850 from Sony offers serious photo enthusiasts a step up to the creative possibilities of full-frame imaging at a compelling price. Ruggedly built for unflinching pro-style handling and performance, the A850 shares the same 24.6 megapixel sensor and virtually all features of the flagship DSLR-A900, introduced last year. Like its full-frame sibling, the A850 fully exploits the creative possibilities of the a family of lenses that includes premium full-frame optics from Carl Zeiss, plus five high-performance G Lens models.
At the heart of the A850 is a full frame 24.6 effective megapixel Exmor™ CMOS sensor that captures flawless, detail-packed images with vibrant, lifelike colours and fine textures.
Shots can be viewed on the large, high contrast 3.0 type Xtra Fine LCD that offers an exceptionally high resolution (921k dot) for critical evaluation – even outdoors or in bright ambient light.

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Photo Marketing Association (PMA) tradeshow is one of the highly anticipated event that has been held in Las Vegas but this time, it’s being held in California. Most major brands would make their appearance there except Canon who has recently announced that they won’t be showing up this time round. Lots and lots of new geek stuff are being rolled out there!

Keep your eyes on PMA 2010.

Official PMA 2010 website

PMA 2010 Products Annoucement List (By DPReview.com)

Find PMA 2010 news on Google