Sony introduces α35 (SLT-A35) with Full-time Continuous AF powered by Translucent Mirror Technology

Light, compact and easy to use, the new α35 (SLT-A35) from Sony brings pro-style shooting speeds and generous creative options to photographers of all abilities.

As introduced on the acclaimed α33 and α55, Translucent Mirror Technology from Sony allows high-speed shooting with responsive, accurate continuous autofocus - whether you’re shooting stills or Full HD movies.

Making its debut on the α35, Tele-zoom High Speed Shooting magnifies a central portion of the image area to give an effective approximately 1.4x magnification while you shoot at up to 7 fps. Providing continuous tracking autofocus of still or moving objects, it’s ideal for capturing fast-moving sports, children’s faces or distant subjects with a high-speed burst of frames. There’s also a rapid 5.5 fps drive mode that offers full-resolution continuous shooting with tracking AF.

With a resolution of 16.2 effective megapixels, the newly-developed Exmor™ APS HD CMOS sensor delivers stunningly detailed, low-noise still and HD video images. Complementing the sensor’s extremely high resolution and sensitivity, the powerful BIONZ processor cleans and optimises image data to assure flawless images with rich, natural colour reproduction. With a maximum sensitivity of ISO 12800, it’s possible to capture beautifully natural still images and HD video in low light where other cameras struggle.

Advanced Quick AF Live View continuously displays a real-time output from the main image sensor during still- or Full HD video shooting. Light is partially directed from the translucent mirror to an AF sensor to permit non-stop precision TTL phase-detection autofocus – a benefit that’s not possible with traditional DSLR cameras.

Whether you’re shooting stills or AVCHD video, you’ll enjoy a superbly detailed view on the high-quality Xtra Fine LCD screen. TruBlack technology assures high-contrast images with rich, deep blacks – even if you’re shooting outside.

The high-resolution Tru-Finder offers a precision alternative to framing shots on the camera’s LCD. Offering an extremely detailed, high contrast image with full 100% field coverage, it’s ideal for live preview of picture effects and exposure adjustments. Accurate composition of landscapes, architecture and other scenes is enhanced by switchable grid lines.

Aside from its powerful imaging possibilities, the α35 is refreshingly accessible, even for photographers stepping up to their first interchangeable lens camera. The on-screen Help Guide gives a clear explanation of selected functions and how they’re used.

More advanced photographers, meanwhile, will welcome the top panel-mounted customisable button that allows instant recall of any of 14 frequently-used functions.

The α35 offers a new in-camera ‘Picture Effect’ setting that lets users add extra impact to stills or HD video during shooting, without the worry of editing images afterwards. Effects can be previewed on the camera screen, allowing photographers to see the result of a chosen effect instantly rather than post-shooting. The inspiring palette of artistic treatments includes Retro Photo, High-key, Toy Camera and Posterisation.

It’s also easy to produce dramatic Partial Colour effects, with a single colour picked out against the rest of the image in monochrome. This popular effect normally takes a series of painstaking steps to achieve with photo editing software: with the α35 it’s both automatic and instant.

Refinements in power consumption now boost the camera’s shooting stamina to a generous 440 still shots (approx. when using the rear LCD panel) between battery charges – that’s a 30% increase over its predecessor. The α35 is compatible with the full range of 32 A-mount interchangeable lenses from Sony that includes six Carl Zeiss lenses.

Version 2.00 firmware update for α33, α55

Available from June 20^th, a firmware upgrade will be available for existing α33 and α55 cameras from Sony adds several creative and operational enhancements.

Support for the ‘Picture Effect’ function featured on the new α35 is now offered. High-Speed Sync is supported during wireless operation with a compatible external flash (a55 only). Ergonomics are further improved with revised menus and a new mode that lets users switch off shooting parameters overlaid on screen for clear, uncluttered composition. The camera’s Digital Level Gauge can also be displayed when shooting via the optional CLM-V55 external LCD monitor. Frequently used features can now be custom-assigned to the D-RANGE button for rapid, menu-free access.

Available free, the latest Version 2.00 firmware update for α33 and α55 can be downloaded from:http://support.sony-europe.com/index.aspx?site=odw_en_GB

Memory Stick™ PRO-HG Duo HX

Available from May in capacities up to 32GB, the range-topping Memory Stick™ PRO-HG Duo HX now boasts blazing data transfer speeds of up to 50MB/second. The fastest-ever Memory Stick is optimised for sustained burst shooting with today’s A-mount and E-mount cameras from Sony. New HX Engine technology by Sony ensures stable, ultra-rapid read/write performance, especially with large files.

The new α35 digital camera with Translucent Mirror Technology by Sony is available from August 2011.

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Key features and specifications