Sony's new Digital Single Lens Reflex (D-SLR) camera, the ?700[1], takes professional photography to the next level with a 12.24-Megapixel Exmor™ CMOS sensor, powered by an enhanced Bionz™ image processing engine, and 5 frames per second continuous shooting performance.

Cyber-shot™ T30 in silver and black

Dubai, February 3rd 2008 - Following the successful launch of Sony's first D-SLR, the ?100, Sony Gulf is pleased to announce the new ?700. Designed for the advanced users, the ?700 sports a new 12.24-megapixel Sony Exmor™ CMOS sensor, an enhanced Bionz™ image processor, a new center dual cross 11-point AF sensor system, a speedy full-resolution, 5 frames per second continuous shooting performance, and a broad ISO range from 100-3200 equivalent (expandable up to 6400). The new ?700 possesses the unique body-integrated Super SteadyShot™ image stabilization system that is effective with all '?' series lenses to prevent blurring caused by camera shake.

The ?700 features a large 3-inch, 921,600-dot Xtra Fine LCD for enhanced outdoor visibility and easy image review. The ?700 also sports a HDMI terminal for a direct, high-quality playback on a large screen Full HD TV. When connected to Sony's latest BRAVIA X and W series with PhotoTV HD™ capability using a HDMI cable, images taken with the ?700 are optimised for HD playback.

The ?700's 12.24-megapixel Sony Exmor™ CMOS sensor is equipped with on-chip A/D conversion and dual noise-cancel circuitry to ensure clean and low-noise images even at sensitivity settings as high as ISO 3200. The advanced Bionz™ image processor further screens out noise before RAW data conversion and image processing to achieve images that are rich in detail, contrast, and colour - while maintaining fast camera response time. The D-Range Optimiser[2] adjusts exposure and tone for a more natural and consistent look in the pictures even with the presence of shadows. A new feature in the ?700 is the 'Advanced' mode that offers 5 optimization levels for finer control. The D-Range Optimiser bracketing that records the image at three different optimization levels allows for easy selection of the best shot.

Unique Centre Dual Cross 11-point AF sensor system for excellent AF performance

For more flexible and wider area coverage, Sony has developed a centre dual cross 11-point AF sensor system. In addition to the center dual cross sensor, a dedicated new sensor has been incorporated to significantly boost focusing precision when shooting at apertures of F2.8 or larger.

Anti-dust technology

Dust is the bane of all photographers. The ?700 prevents dust particles from getting into the camera and contaminating the sensor through a couple of ways with an anti-dust coating on the low pass filter to prevent static electricity buildup and a sensor vibration function that shakes off dust at power off. The ?700's body is built using a lightweight but strong magnesium alloy and the internal chassis uses a high-strength aluminium alloy making it a mere 690g (body only) to deliver both lightweight operation and rigidity suited for this model. Buttons, dials, and switches are further protected by gaskets and sealants[3]. The optional VG-C70AM vertical grip accepts two InfoLithium (NP-FM500H) batteries, and boasts the same rugged yet lightweight dust and moisture-resistant magnesium alloy construction as the ?700 body.

New Creative Style for the ideal settings and intuitive operability

To cater to photographers' creativity and preference, the ?700 features a new Creative Style that includes a total of 14 image styles. There are four basic image styles (Standard, Vivid, Neutral, and Adobe RGB), and three style boxes to which you can assign any of the image styles. The four basic image styles can be adjusted for contrast, saturation, and sharpness; while the other three user-customizable style boxes allows for contrast, saturation, sharpness, brightness, and zone matching adjustments. The Function (FN) button on ?700 allows quick access to the Quick Navi information display where you can easily and quickly adjust shooting parameters via the front and rear control dials and the multi-selector. A new AF/MF button lets you switch effortlessly between Auto (AF) and Manual (MF) operation. Up to three combinations of as many as 26 different shooting parameters can be stored in memory and instantly applied by turning the mode dial to Memory Recall (MR). The Custom (C) button on the back of the camera can be assigned to open the settings for the function you use most frequently.

Dual memory card slots for  CompactFlash® card and Memory Stick Duo™ recording media

The ?700 has dual memory card slots and accepts both CompactFlash® card and Memory Stick Duo™ recording media, including Sony's recently announced 8GB 300x CompactFlash® media. The camera also accepts high-speed Memory Stick PRO-HD Duo™, as well as Memory Stick Duo™ and Memory Stick Duo PRO Duo™ media.

The ?700 is supplied with a powerful range of software tools. This includes Image Data Converter SR version 2.0 for RAW data image editing; Image Data Lightbox SR for "best shot" selection and photo library management; Remote Camera Control for tethered camera control where captured images are saved directly to your computer's hard disk; as well as Picture Motion Browser.

"Bionz", "Exmor", "PhotoTV HD", "Memory Stick", "Memory Stick Duo", "Memory Stick PRO Duo", "Memory Stick PRO-HD Duo" and "Super SteadyShot" are trademarks of Sony Corporation.
"CompactFlash" is a registered trademark of SanDisk Corporation.

The names of actual companies and products mentioned herein may be the trademarks of their respective owners.

-Ends-

About Sony Gulf FZE
Sony Gulf FZE is a 100% subsidiary of Sony Corporation and is the regional headquarters for the Middle East and Africa regions. The company is engaged in the business of Sony Consumer Electronics, VAIO laptop computers, Computer Peripherals, Data media, Recording Media and Energy (Batteries), Mobile Electronics (Car Audio) and Computer Entertainment (PlayStation) products in more than 40 countries in the region.

Apart from stock operations in the Jebel Ali Free Zone Establishment in Dubai, Sony Gulf FZE leads execution of various logistics, sales, marketing, advertising and customer services activities through its business partners and representative offices. A network of representative offices in Iran, Saudi Arabia, Pakistan and Kenya along with more than 250 service centres reinforces Sony's presence in key markets in the region.

For media inquiries, please contact:
Neil D'Sylva
Sony Gulf FZE
Tel: (971)-4-8815488
Fax: (971)-4-8817808
Email: Neil.Dsylva@ap.sony.com

Saffana Michael/Rukshana D'Mello
Promoseven Weber Shandwick
T: +971 4 321 00 77
F: +971 4 321 17 11
Email: rukshana.dmello@ws-mena.com

[1] ? (pronounced as alpha)

[2] The D-Range Optimizer Advanced uses technology provided by Apical, Ltd.

[3] Not waterproof or splash-proof.

© Press Release 2008