Sony introduces new entry-level 390 DSLR camera

Compact, lightweight and improved functionality make the new  DSLR perfect for beginners looking to achieve professional image results
Press Release

Sydney – 24 June 2010 – Sony Australia has introduced the latest addition to its  range with the launch of the entry-level 390.

High quality images can easily be captured with the impressive 14.2 megapixel (effective) CCD image sensor and BIONZ image processing. The 390 also sports a new ergonomic grip within a compact and lightweight body, making it an ideal camera for first-time DSLR users to snap photos on the go.

“With increasing consumer interest in professional photography, the 390 has been designed specifically for first-time DSLR users, letting them capture professional quality photos without the steep learning curve,” said Maurice Satya, Product Manager for  DSLR at Sony Australia. “Sony continues to lower the barriers to entry for DSLR cameras, and with the simple user interface and improved functionality featured on the 390, more consumers can benefit from a full DSLR experience and easily achieve professional image results.”

Compact, lightweight and easy-to-use
Dispelling notions that DSLR cameras are bulky and heavy, the 390 is designed to be lightweight, compact and stylish, making it convenient for photography enthusiasts to carry at any time. The ergonomic grip design means the camera is much easier for photographers to hold and use with the buttons laid out to ensure easy operation. Similar to its predecessors, the 390 is integrated with an on-screen help guide, graphic user interface and user-friendly navigation menus, so users can maximise the camera’s advanced DSLR features.

Responsive, variable-angle shooting
Featuring Sony’s exclusive Quick AF Live View, the 390 offers users the speed and accuracy of phase-detection auto-focusing, even when using the LCD screen to frame subjects. In addition, a variable-angle 2.7 inch LCD screen, that can be tilted 55° downwards and 135° upwards, offers more freedom in terms of shooting angles. This makes it easier for photographers to shoot images above the crowd during a free-standing concert and also comfortably take eye-level photos of pets and small children.

Capture high quality, high resolution images

Featuring a high resolution 14.2 megapixel (effective) CCD image sensor and BIONZ image processing engine, the 390 integrates a large APS-C type CCD sensor that has approximately 15 times the surface area of the 1/2.5-inch sensors commonly used in compact cameras, efficiently capturing light. This combined with the high-speed BIONZ image processor delivers vivid images that are rich in tonal gradation with low noise. ISO sensitivity on the 390 is also adjustable from ISO 100 to ISO 3200, enabling easy capture of photos in low-light environments and twilight scenes with minimal noise.

In addition, SteadyShotTM INSIDE image stabilisation system is incorporated in the camera body, automatically countering unwanted camera shakes when capturing images on the move. Simplifying camera operation for entry-level photographers, image stabilisation is on by default and the SteadyShot INSIDE system has been designed to work with any  lens, so  users will be able to enjoy capturing sharp photos any time.

Perfect for sharing
The 390 is equipped with a mini HDMI terminal, allowing faster data transfers and smoother playback. Sharing stunning DSLR photos with friends and family is now hassle-free as the camera supports PhotoTV HD, which allows playback of optimised Full HD images when connected to any compatible BRAVIA TV in photo mode. BRAVIA Sync compatibility makes sharing a breeze by allowing control of the  cameras and a variety of HDMI-linked Sony devices by using just the remote of any compatible BRAVIA TV. The 390 also sports a dual memory card slot for SD and SDHC memory cards, Memory Stick PRO DuoTM and Memory Stick PRO-HG DuoTM media, making it more compatible than ever.
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Pricing and availability
DSLRA390
14.2 megapixels, BIONZ image processing, Quick AF Live View, 2.7 inch LCD screen, SteadyShotTM INSIDE image stabilisation system
Single Lens – $799
Twin Lens – $999
Early July

Information: For further information on Sony’s  DSLR camera range, readers can contact Sony Australia on 1300 720 071 or visit www.sony.com.au.

Availability: The  DSLR cameras range is available from Sony Centre stores in major capital cities and online at www.sony.com.au. It is also available through consumer electronics retailers nationally.

About Sony: Sony Corporation is a leading manufacturer of audio, video, communications and information technology products for the consumer and professional markets. Sony Australia Limited is a wholly owned subsidiary of the Sony Corporation of Japan.  With a wide range of products across three main segments, consumer products, broadcast & professional and information technology products, Sony has become a leading electronics company in Australia.

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