Sony’s new a37 camera boasts auto portrait framing & clear image zoom to make professional photos effortless

New Sony alpha camera a37
  • 16.1 effective megapixel Exmor™ APS HD CMOS sensor
  • Tilting LCD,  making low/high-angle shots easier
  • Great results made easy with Superior Auto mode
  • High-speed shooting up to 7fps with Full-time Continuous AF
  • Full HD movie recording

Sydney, 17 May, 2012 – The new a37 camera with Translucent Mirror Technology from Sony is light, easy to use and broadens artistic options for anyone who is stepping up from their point-and-shoot compact camera.

The new addition to the  family helps novice photographers craft top quality portraits without effort. Auto Portrait Framing mode identifies your subject’s position and trims the scene to create a perfectly framed high resolution portrait using the compositional ‘rule of thirds’. By Pixel Super Resolution Technology ensures that cropped, zoomed portraits retain a full pixel count to flatter your subject.

The a37 utilises 2x Clear Image Zoom which doubles magnification of your lens and Sony patented technology called By Pixel Super Resolution. This technology gives images superb detail, depth and contrast and allows those on the go the flexibility to boost the focal length without carrying extra hardware.

It’s easy to give your shots that professional polish. Adjustments to exposure and other creative picture settings can be previewed in real time, either via the Tru-Finder™ or the tilt-angle 6.7 cm (2.7″) Clear Photo LCD screen.

Featuring Superior Auto mode, the 37, intelligently recognises a wide range of scenes and subjects, adjusting exposure and other picture settings for accomplished results.

Unique to Sony, Translucent Mirror Technology delivers a potent combination of speed shooting, non-stop phase detection autofocus and continuous live image preview, even when you’re shooting Full HD video (50i/25p). The precision 3-cross 15-point AF system with tracking autofocus keeps faces and fast moving subjects in sharp focus. From action packed sports to spontaneous family portraits, you’ll capture all the drama and beauty of that special moment.

Translucent Mirror Technology also lets the 37 grab split second action with a burst of sharply focused images. Tele-zoom Continuous Advance Priority AE mode magnifies the central portion of the sensor’s image, delivering a crisply detailed burst of still images at up to 7 frames per second – even when your subject is moving.

Framing and focusing is a pleasure through the high-resolution Tru-Finder™. With a high 1440k dot resolution, excellent contrast and 100% field of view, this high performance electronic viewfinder offers the same detail and clarity as the recently-launched 57. There’s also a special mode to assist comfortable Tru-Finder™ operation for spectacle wearers.

The 16.1 effective megapixel Exmor™ APS HD CMOS sensor in the 37 captures detailed, low noise stills and Full HD video. It’s teamed with the latest BIONZ image processor that extends sensitivity to a generous ISO 100-16000 range, broadening options for low-light shooting without flash. Shared with all SLT cameras, SteadyShot INSIDE cuts the effects of camera shake by up to 4.0 stops for clearer handheld images with any A-mount lenses.

Add a finishing touch to your 37 with a full range of co-ordinating cases and other stylish and practical accessories. Active shooters would appreciate the PCK-LM11 – a semi-hard screen protector sheet, exclusively designed to fit with the camera’s LCD screen. The ACC-AMFW accessory kit bundles a spare NP-FW50 rechargeable battery with the small compact DSLR bag and a MC protector.

SAL18135 – A-mount 18-135mm F3.5-5.6 telephoto zoom lens

A versatile match for the 37 and all other models in the SLT range, the new SAL18135 telephoto zoom offers a generous 8x (approx.) zoom range in a compact, portable lens. The SAM design assures smooth, rapid, whisper-quiet autofocus operation, while Direct Manual Focus allows accurate fine tuning of focus for refined results.

The new SLT-A37 camera and SAL18135 telephoto zoom lens from Sony will be available in Australia from mid June and July 2012 respectively.

Pricing in Australia:

Product Code Description SRP (inc. GST)

SLTA37K

A37 SINGLE LENS KIT w/ 18-55mm Lens

$699

SLTA37Y

A37 TWIN LENS KIT w/ 18-55mm & 55-200mm Lenses

$899

SLTA37M

A37 ENTHUSIAST KIT w/ 18-135mm Lens

$899

SAL18135

A 18-135MM F3.5-6.3 SAM

$649

 

Specifications Sheet

Features SLT-A37
Type Interchangeable lens digital camera with Translucent Mirror Technology
Lens Compatibility A-mount lens system. Operation also confirmed with Minolta and Konica Minolta AF lenses
Image Sensor APS-C type (23.5 x15.6 mm) Exmor™ APS HD CMOS sensor with 16.1 effective megapixels
Processor BIONZ™ image processor
ISO Sensitivity Range ISO 100 – 16000 (still images)
HD movie record Full HD AVCHD 1920 x 1080 50i*/25p; MP4 1440 x 1080 25fps

*25fps image sensor output

Electronic Viewfinder TruFinder™ electronic viewfinder with approx. 1,440k dots effective resolution (max.) and 100% coverage
LCD 6.7 cm (2.7″) Clear Photo LCD with 230k dot resolution; tilts up or down
Digital Zoom Clear Image Zoom: approx. 2x (still images)

Smart Zoom: approx. 1.4x/2x (still images)

Digital Zoom: approx. 4x (still images / movies)

SteadyShot™ INSIDE YES
Autofocus System TTL 15-point phase detection AF system with 3 cross sensors; Object Tracking AF
Picture Effect 11 types (15 variations): Posterization (Colour, B/W), Pop Colour, Retro Photo, Partial Colour (R,G,B,Y), High Contrast Monochrome, Toy Camera, Soft High-key, Soft Focus, HDR Painting, Rich-tone Monochrome, Miniature
Continuous Burst Shooting Up to 7 frames per second (Tele-zoom Continuous Advance Priority AE mode)

Up to 5.5 frames per second (full resolution)

Battery life (still images) Approx. 450 shots (Viewfinder) / approx. 500 shots (LCD monitor) (CIPA measurement)
Built-in Flash GN10 (in metres at ISO 100)
Other features Auto Portrait Framing and Self-Portrait; Face Detection and Smile Shutter; Superior AUTO; Sweep Panorama (2D/3D); Auto HDR; DRO; Hand-held Twilight mode; Creative Styles
Media Memory Stick PRO Duo / Memory Stick PRO-HG Duo; SD / SDHC / SDXC
Dimensions (WxHxD) Approx. 124.4 mm × 92 mm × 84.7 mm (excluding protrusions)
Weight Approx. 448g (body only)

Approx. 506g (with battery and Memory Stick PRO Duo)

Supplied software PlayMemories Home; Image Data Convertor

About Sony: With a diverse portfolio of businesses across electronics, music, film, gaming and telecommunications, Sony is uniquely positioned to be the world’s largest technology and entertainment company. Sony Australia Limited is a wholly owned subsidiary of the Sony Corporation of Japan, and a leading manufacturer of audio, video, communications and information technology products for the consumer and professional markets. Committed to producing innovative and quality electronic products, the range includes BRAVIA™ TVs, Cyber-shot™ digital cameras, Handycam camcorders, “α” (pronounced Alpha) digital SLR cameras, Walkman MP3 players, VAIO™ computers, READER™ eBook Readers as well as HD professional broadcast equipment. For more information on Sony Australia, visit www.sony.com.au/corporate.

Product Information: For further Sony product information or stockist details, readers can contact Sony Australia on 1300 720 071 or visit www.sony.com.au.

Social Media: Stay up-to-date with Sony Australia competitions, events, product reviews and videos via Facebook – www.facebook.com/sonyaustralia and YouTube www.youtube.com/sonyaustralia.

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