Dubai-UAE: 30 August, 2009 – Sony Gulf FZE announced the launch of three new entry-level Alpha ( ) cameras - α230, α330 and α380 - delivering greater usability to first-time DSLR users in the Middle East.

The latest cameras offer an all-new Graphic User Interface (GUI), lightweight and stylish design, and high performance features, allowing users to intuitively understand DSLR camera functions and capture images effortlessly.

The α330 and α380 sport Sony’s unique Quick AF Live View technology, while the α230, at 450g is the world’s lightest DSLR camera (as of 18 May 2009, based on DSLRs using APS-C or full-frame sized sensors) and also features a built-in image stabilisation system (SteadyShot INSIDE) that reduces the blur caused by the shake of hand-held equipment.

The first DSLR cameras to feature a Graphical User Interface (GUI) with a built-in on-screen Help Guide, Sony’s latest offerings give a clear, succinct explanation of the various scene selection modes and settings, while the unique graphic display demonstrates the link between aperture and shutter speed, indicating how the chosen setting can impact the final output.

For fuss-free scene selection, the mode dial on top of the camera offers instant access to 6 Scene Selection modes. As a plus, a warning message with suggested alternative actions is displayed if users attempt to apply an invalid setting.

The function menu has been upgraded with new user-friendly colour and icons. It gives DSLR users very interactive and quick access to multiple menu options such as AF Mode, Focus Area, Metering Mode, D-Range Optimizer, White Balance, and Creative Style settings.

Making the cameras even easier to use, the number of controls has been reduced from 19 to 13, and 7 of the most frequently used controls are consolidated on the right side of the camera to enable easy operation with just one hand.

The α380 and α330 are equipped with a 2.7-inch Clear Photo LCD™ screen that is easy to view even in the sunlight. Additionally, the LCD can be tilted up or down, making it convenient to frame objects that are difficult to see, with the use of an eye-level viewfinder. The range of adjustment has been increased from the previous models, making it easier to capture shots from difficult angles.

Furthermore, all three cameras also feature an exclusive Eye-Start function that automatically activates the autofocus when the user is looking through the viewfinder.

Adding to the array of high performance features, the α380 is equipped with 14.2-megapixel CCD image sensor, while both the α330 and α230 sport 10.2-megapixel CCD image sensor. These large, APS-C type CCD sensors support the effective capturing of light and enable users to record brilliant images that are high resolution and rich in tonal gradation. Combined with the high-speed BIONZ™ image processing engine, users are assured of true-to-life images that feature reduced noise, high quality and high-resolution imaging

The Alpha line easy-to-use Digital SLR cameras can be connected to any compatible HD TV for playback of images in high definition. In addition, BRAVIA™ Sync compatibility now allows users to control their slideshows and other camera playback functions through the TV’s remote control unit.

Adding further ease, the new cameras also sport dual memory card slots. The Memory Stick Duo slot supports high-capacity Memory Stick PRO Duo™ and Memory Stick PRO-HG Duo™ media, including the latest Memory Stick PRO-HG Duo HX cards, so compatibility is not an issue. The additional SD (Secure Digital) slot is SDHC-compliant as well.

The α330L, α230L and α380L come with one-lens kit, the SAL1855 standard zoom lens. The α330Y, α230Y and α380Y come with two-lens kit, the SAL1855 standard zoom and SAL55200-2 telephoto zoom lenses.

The new line-up ( α230/ α330) is currently available in select countries across the Middle East. The α380 will be launched by mid-September 2009. In the UAE, the Alpha line-up is available in all Jumbo Electronics retail stores and as well as other major electronics outlets.

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“make.believe” (make dot believe) is a Group-wide brand message that unites Sony’s communications initiatives across electronics, games, movies, music, mobile phones and network services. “make.believe” symbolizes the spirit of Sony – the power of creativity, the ability to turn ideas into reality and the belief that anything you can imagine, you can make real.

About Sony Gulf

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 Kenya, Saudi Arabia, Iran and Pakistan, in addition to well over 250 accredited third party service centres reinforces Sony’s presence in key markets in the region.