Press Release
LAS VEGAS (PMA #F171), March 2, 2009 – Sony is spotlighting its first digital still camera to feature sweep panorama technology here at the Photo Marketing Association confab. The new HX1 Cyber-shot model can take 224-degree panorama shots in one easy press-and-sweep motion.

It is also the company’s first Cyber-shot camera to use the exclusive 1/2.4-inch Exmor CMOS sensor technology. This technology allows it to achieve burst speeds of 10 frames per second at full 9.1 megapixel resolution in continuous burst mode.

Setting it apart from most digital still cameras, which use an electronic shutter to achieve high speed, the HX1 unit has a mechanical shutter that helps reduce distortion when shooting a moving subject.

Compared to images shot with traditional sensors, the HX1 model takes clearer images with about 50 percent less noise when in handheld twilight or anti-blur modes. It is also the first Cyber-shot camera to include a Sony G lens and 1080p HD movie clip recording capabilities.

“Traditional CMOS sensor technology provides higher shutter speeds, but we are using what we call an Image3 system that combines the best image, sensor and processor,” said Karim Noblecilla, senior product marketing manager in Sony Electronics’ Digital Imaging Division. “By combining this sensor with a high-quality Sony G lens and powerful BIONZ™ processor, we are able to create solutions beyond fast speed that helps consumers get better pictures.”

Incorporating on-chip A/D conversion, which minimizes image degradation that can occur during analogue processing, Noblecilla said the Exmor CMOS sensor delivers outstanding images, reduces noise and can continuously shoot at a high speeds.

Clear Images in Low Light or for Moving Subjects

Compared to cameras with traditional sensors, the HX1 model has two scene modes that significantly reduce noise. Using the high-speed shutter Exmor CMOS sensor technology, the new model takes six shots within a fraction of a second. Combined with the power of the BIONZ imaging processor, it immediately superimposes them into one picture. The camera calculates the position of objects in each frame and composes the sharpest picture possible, resulting in clearer, sharper images.

The two modes that use this functionality include hand-held twilight and anti-motion blur. For difficult shots in low light, the hand-held twilight mode results in clearer and sharper pictures without the need of a tripod. Anti-motion blur uses High ISO to reduce blur especially in dimly lit environments.

To reduce blur, the camera detects if a person or object is moving, or if the camera is shaking, which is likely when taking a telephoto shot. When it superimposes the images, the camera captures the moving subject or object from one of the six shots. It takes, combines and composes the rest of the image using the six shots. This reduces blur on the main subject and results in a sharp, clear background.

Sweep Panorama Technology

Capturing wide landscapes, church spires or skyscrapers is as easy as “press and sweep.” Sweep panorama mode lets you reach beyond the traditional wide-angle lens and capture breathtaking shots. With wide and ultra-wide settings and horizontal or vertical directions, sweep panorama mode can take up to 224-degree horizontal or 154-degree vertical shots.

Using the fast-speed Exmor CMOS sensor, the camera continuously shoots full-resolution images at a high speed. Using the BIONZ imaging processor, it automatically stitches the pictures together to create one stunning panoramic photo. The maximum resolution is 7152 x 1080 (ultra wide horizontal).

“This panorama mode is so seamless that it removes the guess work,” Noblecilla said. “The camera indicates where you are in the degree range, so you know how wide you can shoot and stitches the photos automatically. It calculates and aligns pictures for you without using additional software.”

1080p HD Movie Recording

The HX1 camera captures movie clips in 1080p HD resolution, and a built-in stereo microphone records crisp, clear audio. The camera’s wide 20x optical zoom is also available while shooting.

When set to HD movie, it records at 30 frames per second (1440 x 1080). The camera uses the high-quality, high-compression MPEG4 AVC/H.264 format. Other recording options include standard-definition video and VGA.

The camera also has HDM connectivity via supplied HDMI accessory (cable not included) so images can be shared in high definition on an HD television set. MPEG4 AVC video recording allows you to view footage on a PC and upload it to the Web.

Sony G Lens

The Sony G lens is optimized to complement the advanced image sensors and image processing technology in Sony’s cameras. The HX1 camera features a 28-560 millimeter f/2.8-5.2 wide-angle lens with 20x telephoto range. With the combination of this G lens and sweep panorama mode, the camera can cover almost any telephoto and wide angle need.

Containing a six-blade aperture, the G lens produces beautifully defocused backgrounds with a soft, natural feel. A-spherical lens elements and elements made from extra-low dispersion glass combine to minimize chromatic aberration common to high-magnification lenses.

Intelligent Auto

Like many of Sony’s new cameras this year, the HX1 model has the convenient and powerful intelligent auto mode, which combines Intelligent Scene Recognition (iSCN), Optical SteadyShot and face detection technologies. It recognizes scenes and lighting conditions within one-thirtieth of a second, and then changes settings. This produces clearer images with more natural skin tones, reduced red-eye, fewer closed-eye shots and less overall blur without compromising image quality.

The iSCN feature detects up to eight scenes and automatically changes settings that will apply to the scene or lighting conditions. With the iSCN Advance feature, the camera takes a second shot when low or backlight is detected, letting users choose the best picture.

With face detection technology, the camera will adjust the flash, focus, exposure and white balance producing more natural skin tones and reducing red-eye. Face motion detection identifies a moving subject and adjusts the ISO to minimize blur. In conjunction with iSCN, the camera takes two pictures simultaneously and saves the one in which the eyes are the least closed.

A new selected-face memory function registers one face (selected by the user) as the main face and adjusts focus, exposure, flash and white balance accordingly. The camera remembers the face every time that face shows in the frame.

Additionally, the camera comes with Smile Shutter technology that helps capture a smile the moment it happens and dynamic range optimizer (DRO) technology that adjusts for contrast.

Pricing and Availability

The Cyber-shot DSC-HX1 camera will be available in April for about $500 and pre-sales will start in March. The camera and a range of accessories will be available online at sonystyle.com, at Sony Style retail stores (www.sonystyle.com/retail), at military base exchanges and at authorized dealers nationwide.

Sony Cyber-Shot DSC-H50 Features:

• 9.1 Megapixel Resolution
• Carl Zeiss 15X Optical Zoom Lens
• 3.0” Tilt-up Clear Photo LCD Plus Display
• High Sensitivity (ISO 3200) Mode
• Convenient Photo Modes
• Advanced Sports Shooting mode
• MPEG Movie VX Fine Mode
• 9-Point Auto Focus
• 15 MB Internal Memory
• Accepts optional Memory Stick Duo media or Memory Stick PRO Duo media
• Battery Type : Lithium-Ion NP-BG1
• In-Camera Editing
• Super SteadyShot optical image stabilization

Press release

NEW SONY CYBER-SHOT DSC-H50 DIGITAL CAMERA IDEAL FOR FAST-ACTION SHOOTING

SAN DIEGO, Feb. 25, 2008 – Sony today announced the latest addition to its high-zoom camera line, the 9.1-megapixel Cyber-shot® DSC-H50 digital camera. It is the ideal choice for people looking for high zoom, high-resolution and speed.

This new model utilizes a powerful Carl Zeiss® 15x optical zoom lens with Super SteadyShot® optical image stabilization to capture action at a distance. One of the main lens elements is manufactured from super low-dispersion glass, which helps it produce more exact point-to-point correspondence between an object and its image. The lens yields sharp, high-contrast images and reduces color fringing, even when shooting in telephoto ranges.

The camera also features a large, 3-inch tilting LCD screen so you can shoot comfortably from nearly any position, at low and high angles. Its scratch-resistant, UV hard-coat finish adds a premium look and feel that mirrors the performance of the model.

Improved Advanced Sports Shooting Mode

Its improved “advanced sports” shooting mode now employs a system to apply higher shutter speeds, up to 1/4000 of a second, more frequently than on previous models. This mode combines high shutter speeds with predictive continuous auto-focusing so you can quickly focus and capture fast-moving subjects with minimal shutter lag – basically the time it takes for the camera to focus and shoot.

Sophisticated Operation

The camera’s versatile, long-distance flash is powerful enough to illuminate subjects more than 55 feet away (when using ISO 3200, wide angle).

Noise reduction is now a user-selectable option, with high, low and standard settings, for greater control over the final look of images. For example, a high setting used for portraits or night scenes can help produce smoothly textured images with reduced noise.

The unit features extensive manual controls, including an exposure bracketing mode that newly includes settings for white balance and color modes. This function records three images, each with a different white balance or color mode applied, to help capture the ambience of the original scene.

Smart Technology to Capture Better Photos Automatically

The camera also incorporates intelligent features that help you take better pictures more easily. They include improved smile shutter and face detection technologies with child or adult priority recognition, as well as, intelligent scene recognition with standard and advanced modes to analyze shooting conditions and select the optimal setting automatically.

Other helpful features include a new D-Range Optimizer (DRO) plus mode that applies a high image correction algorithm to retrieve more picture detail in bright highlights and dark shadows; NightShot® technology to help capture photos in virtually no light as well as infrared remote access; five color modes including “real” for less in-camera processing and more faithful color reproduction; in-camera editing features; advanced in-camera image management functions; improved slide show functions with longer music files; and HD component output for viewing photos on a compatible HDTV set.

Pricing and Availability

The H50 model will soon sit at the top of the Cyber-shot high zoom line. It will ship in May for about $400 with a full line of accessory options. All can be purchased online at www.sonystyle.com, at Sony Style® retail stores, at military base exchanges and at authorized dealers nationwide.

Sony Cyber-Shot DSC-H10 Features:

• 8.1 Mega-pixels
• 3.0” Large Clear Photo LCD Plus Display
• High Sensitivity (ISO 3200) Mode
• Super SteadyShot Optical Image Stabilization
• MPEG Movie VX Fine Mode
• Advanced Sports Mode
• Face Detection technology
• Versatile Flash
• 9-Point Auto Focus
• 31 MB Internal Memory
• Memory Stick Duo Media Convenience
• Sony Double Anti-Blur Solution
• Battery Type: Lithium-Ion NP-BG1
• Red-Eye Reduction
• In-Camera Editing

Press Release

SONY HELPS FAMILIES CAPTURE THE ACTION WITH NEW COMPACT HIGH-ZOOM DIGITAL CAMERA

SAN DIEGO, Jan. 23, 2008 – Sony today unveiled its high-zoom Cyber-shot® DSC-H10 digital camera, a compact model that is ideal for parents looking to capture their families’ memories.

With its small dimensions (only 4-1/4-inches wide by 2-3/4-inches tall by 2-inches deep), the new model combines the performance of much larger cameras in a more convenient size. Small enough for a pocket or purse, the 8-megapixel camera is perfect for sporting events, school recitals and vacations, helping you easily capture close-ups, even from a distance.

Designed to replace the current DSC-H3 model, the DSC-H10 camera features a wider 3-inch Clear Photo LCD PlusTM screen for easy playback viewing and menu navigation.

Great Photos Made Easy

The new model has a powerful Carl Zeiss® 10x optical zoom lens and a long-range flash to help you capture details from afar. Its face detection technology can identify and focus on up to eight faces in a frame, and automatically adjusts the focus for correctly exposed photos.

The high-zoom camera includes Sony’s advanced sports shooting mode, which combines high shutter speed and continuous auto-focusing to help you capture fast-action shots. This intelligent technology allows the camera to quickly focus on fast-moving subjects by predicting where they will be in the frame – and ultimately reducing shutter lag.

To help you capture well-exposed, natural-looking photos – even in challenging low-light conditions – the new model features high sensitivity shooting (up to ISO 3200). It also incorporates Super Steady Shot® optical image stabilization to reduce blur caused by shaky hands.

The DSC-H10 camera incorporates Sony’s D-Range Optimizer (DRO) to help you capture balanced images when shooting in high-contrast or backlit scenes. DRO modifies the range from highlights to shadows through its in-camera hardware processing – ultimately producing more natural, evenly exposed images.

The camera also has helpful functions to manually correct images immediately after capturing them, including in-camera red-eye correction and photo retouching.

Fast and Fun Playback

For fun playback of family photos, the unit’s built-in slideshow function helps create slideshows set to your favorite music choices. Up to eight songs can be uploaded via the camera’s USB port. To view your favorite images and slideshows just like you view your favorite TV shows – in full 1080 high definition resolution – you can connect the camera to a compatible HDTV set.

Pricing and Availability

The Cyber-Shot DSC-H10 digital camera will ship in May 2008 for about $300. Additional accessories will include wide and telephoto conversion lenses, filters, batteries, travel chargers, sports packs and cases.