The European press launch

David Kilpatrick recorded the proceedings at Le Meridien Lav Hotel, Split, Croatia on March 11th 2010 using a Zoom H2 portable digital recorder. Shirley Kilpatrick transcribed the audio, with subsequent editing to translate verbal output to read well as text. This is a multi-page document please use the PAGE navigation at the foot of each page to continue reading. It is a very long document.

Nick Sharples, director of corporate communications for Sony, Europe, welcomed the press to Split in Croatia, and thanked everyone for getting up before breakfast – especially those from Portugal who arrived at midnight (volcanic ash delayed their flights). The launch was synchronised round the world, hence the 8.00am timing for the European meeting.

Yoshiyuki Mogami (Vice President of Digital Imaging, Europe) was introduced to explain a little bit more about the business strategy for Digital Imaging in Europe. Yoshiyuki thanked everyone for coming over to Split; the team from Munich had arrived by driving ten hours.

Sony started Alpha business in 2006, he said, introducing the Alpha 100 in Morocco. The Alpha 700 was launched in Italy in 2007, the Alpha 900 flagship model was introduced in Scotland in 2008. “We have carried out surveys asking people in Europe which brands they would think of when buying a digital camera; the figure has risen from 50%, to close to 70%. Now we are enjoying a 15% market share in Europe. This figure is OK, but Sony now really has to go to our next step.

“But looking at the DSLR as an industry it’s not like two years ago or three years ago. DSLRs were pretty much a booming industry, and that’s why everybody came into his segment. These days the growth of this segment has very much flattened, and of course you could say this is due to economic slow down or recession, but we suspect that the traditional DSLR has a limit in mass appeal to consumers.

“So that’s why Sony can try to break this type of barrier. We put together all kinds of voices and views on this technology to see what we can do – we think we have heard the customers’ voice, and really put it into this project.”

Mogami-san introduced Toru Katsumoto, senior general manager of Alpha:

“Today I would like to officially announce our new ultracompact interchangeable lens camera we have already shown at PMA in February and in Japan. In the current market the boundaries between the three categories – DSLR, compact still camera and camcorder – are already starting to merge.

“In the area when DSLR and Digital Still Compact merge, we see great possibilities. Let me introduce to you NEX-5 (he holds up the camera, in front of large projected images of the cameras). This beautifully crafted body is designed to bring out the presence of the lens. The body is so slim and compact but without sacrificing any size or balance. The grip on this camera ensures a firm and comfortable hold despite such a slim and compact body. The rigidity and texture of magnesium alloy gives a high grade appearance and solid feel to the camera.

“NEX-3 is designed for a more casual approach, and can be very attractive especially for those who have yet to explore the world of the DSLR. The slim design comes in three different colour variations, with a unique texture on the grip. It simply feels great in one’s hand in addition to being a stylish camera.

“The key concept of NEX-5 and NEX-3 is to combine the best of both worlds – the image quality and power of expression of the DSLR, with the portability and ultra-compact design of a digital compact camera. We strongly believe that NEX-5 and NEX-3 are cameras that are capable of satisfying customers’ needs from both DSC and DSLR segments. Namely, compact digital still camera users who are motivated to step up from DSC, and DSLR users who are demanding a more compact camera without compromising DSLR power.

“Professional quality in your pocket is the buzzword for this camera. There are six elements:

• DSLR quality in still and moving images
• Compact and stylish
• Power of expression derived from interchangeable lenses
• Making creative work easier
• Beautiful high definition movies easily filmed
• High speed continuous shooting, 7fps

“The APS-C sensor successfully packs DSLR quality in a small body (he removes the lens and shows the sensor). The new sensor is significantly larger than the FourThirds sensor, resulting in a higher pixel count and superior picture quality.

“Our designers have done a great job; the philosophy is a minimalist design. The lens itself is small, but the body size is so small that the lens looks dominant overall. With the pancake lens, it comes close to the size of a point and shoot camera. It is the world’s smallest, and is lighter than either of the rival brands (Olympus and Panasonic profiles shown on screen but not named).

“The depth of the flange back on the camera is 18mm, the world’s thinnest. This is why we can make it so slim. There are three new lenses. Also conventional Alpha A-mount lenses, currently in customers’ hands, can be used via our mount adaptor.”

Katsumoto-san described the user interface with its virtual scroll wheel, adjusting depth of field; and the sweep panorama including the 3D function. “During the sweep motion, the camera generates two pictures, one for the right eye and the other for the left. You do not need two lenses for 3D.”

He said that Handycam experience had been used to set up high definition recording. Toru emphasised the value of Alpha NEX division working together with other Sony technologists.

“NEX-5 and NEX-3 are only the first two products to be offered by Sony in this emerging area. We believe that products based on the combination of a large imaging sensor and interchangeable lenses are not limited to NEX-5 and NEX-3; today, let me take the opportunity to reveal our second proposal to you briefly. As I am speaking now, a dedicated group of engineers is in the process of developing a new camcorder with the interchangeable lens system (he shows a mockup image).

“This camcorder will come with an EXMOR HD APS-C sensor for DSLR quality video in AVCHD form. Like the NEX-5 and NEX-3, with an adaptor, this new camcorder is also compatible with current Alpha lenses allowing videographers to access a wide range of high performance lenses to be used to express one’s creativity like never before.

“Needless to say, its body design is specially optimised for video shooting. Details of this product will be communicated soon, I’d say around the Autumn area, so please stay tuned. The combination of a large image sensor and interchangeable lenses can create whole new dimensions and expression and possibilities.

“To express our strength in such products, we would like to introduce the phrase “Beyond Our Eyes” which contains the following meanings – bringing new experiences, and style of unforeseen dimensions, that evoke deep emotions, and creating a visual world beyond how our eyes can see in both still photography and video.”

After this, the conference was officially over, and journalists were asked to re-convene for region specific in depth meetings. The meeting for the UK and Scandinavia was headed by Paul Genge of Sony UK. See next page.

The Alpha System celebrates its Silver Jubilee or 25th Anniversary this month – though left uncelebrated by the inheritors of the Minolta AF legacy, Sony. They have no reason to draw fresh attention to the age of the system, as in four years they have taken it the same sort of distance that Minolta took the world’s first AF system in the late 1980s.

It’s not only Alpha’s 25th birthday. This is also the 25th birthday of modern AF SLR systems – all of them!

This is a multi-page article. See the links at the bottom of the page to Continue Reading after each page.

For Photoclubalpha and the historic Minolta Club of Great Britain, the anniversary does matter. A good many of you out there have been members since the launch of the system, often using the earlier SR and X manual focus systems before that. We still have a 1985 Minolta 7000AF and it’s still working just as it did when new.

25 years before the first Minolta SLRs appeared – a folding Minolta Six of 1935

I don’t mind showing my age to make a comparison. I was 11 in 1963 when I took my first pictures with an SLR camera. My father had bought himself a Pentax S3 – and the camera it replaced was 25 years old, a pre-war Zeiss Ikon Kolibri collapsible 16-on-127 model.

When the Kolibri was made, 127 was the ‘vest pocket’ format of choice. 35mm was on the rise, but 35mm SLRs had not yet arrived. They were as much a thing of the future as digital SLRs were when the Minolta 7000AF was launched.

But within that 25 years, there was hardly a single camera system made with interchangeable lenses that did not become obsolete. Only the ‘frozen assets’ of the cold war kept some systems, like the Exakta bayonet and the Praktina, alive. New brands were launched, from the British Wrayflex and Periflex to the Italian Rectaflex and many German oddities. It was not unusual for an entire system to be come and gone within a few years.

Even in the following quarter-century, the high years of the Japanese 35mm SLR, the succession of lens mount changes was bewildering. Independent lens makers like Tamron and Sigma were forced to make systems using interchangeable mounts not just because the public wanted it. A dozen or more mounts were made for every lens and in the 42mm screw thread fit alone there were endless variants – Praktica LLC (Pentacon Electric), Olympus FTL, Pentax ES and more.

It was more or less a 25-year cycle – the SR system was announced in 1958, and really got underway by 1960. It was to be another quarter century before the AF system arrived. We are now a further 25 years on – can we expect a totally new camera system, once again, in 2010?

Minolta’s SR bayonet mount, introduced in 1958/9, actually remained basically unchanged all the way through to 2005 when the last manual focus model, the X-370S, was available. It survives even now as a mount popular in China where the Seagull range from Shanghai Optical includes Minolta fit models. That mount only ever had one major revision, to add a linkage for open aperture TTL metering. The introduction of programmed exposure and shutter priority was cleverly enabled by using the existing design of lens mechanism and improving its accuracy, while adding a simple reference lug to the ƒ-stop setting ring.

Nikon’s 1959 F-mount proved similarly easy to improve without any basic modification. Both these bayonet mounts celebrated half a century of production in 2008/9 – another landmark, which Nikon was able to celebrate but Minolta of course could not.

Full-frame DSLR shooting for a wider audience
New Sony Alpha α850 with 24.6 megapixels and pro-style features

* Full-frame 24.6 effective megapixel Exmor™ CMOS sensor and dual BIONZ processors for detail-packed, low-noise images with high sensitivity up to ISO 6400 (with expanded ISO range)
* Bright optical glass pentaprism viewfinder with 98% coverage
* SteadyShot INSIDE™ offers up to 4.0 steps anti-shake performance with all lenses
* Photo quality (921k dot) 3.0-inch Xtra Fine LCD
* Fast, high-accuracy 9-point AF with 10 focus assist points

The new DSLR-α850 from Sony offers serious photo enthusiasts a  compelling step up to the creative possibilities of full-frame imaging.

Ruggedly built for unflinching pro-style handling and performance, the α850 shares the same 24.6 megapixel sensor and virtually all features of the flagship DSLR-α900, introduced last year. Like its full-frame sibling, the α850 fully exploits the creative possibilities of the α family of lenses that includes premium full-frame optics from Carl Zeiss, plus five high-performance G Lens models.

At the heart of the α850 is a full frame 24.6 effective megapixel Exmor™ CMOS sensor that captures flawless, detail-packed images with vibrant, lifelike colours and fine textures.

The purity of high-resolution image data captured by the full-frame sensor is optimised by two-stage noise reduction in both analogue and digital domains. Noise reduction is first applied as the full-frame sensor converts light to electronic signals. Dual BIONZ™ image engines process large amounts of digital data, applying finely-tuned noise reduction during image processing to deliver pictures with extremely high level of sharpness and minimal noise level. This combination of high native sensor resolution and powerful noise control techniques ensures superlative image quality, even at high sensitivity settings up to a maximum ISO 6400 (with expanded ISO range).

The camera’s optical glass pentaprism viewfinder aids accurate shot composition, offering an extremely bright view with minimal distortion and an approximate 98% field coverage.

Serious enthusiasts will also prize the camera’s fast, high-accuracy autofocus system that provides excellent framing freedom while making it easier to achieve optimum focus with moving subjects. The 9-point AF system is supplemented by 10 focus assist points to assist subject detection, improved out-of-focus detection to reduce focus hunting and a dedicated f/2.8 sensor for enhanced AF accuracy with wide aperture lenses.

Shots can be viewed on the large, high contrast 3.0-inch Xtra Fine LCD that offers an exceptionally high  resolution (921k dot) for critical evaluation – even outdoors or in bright ambient light.

For greater creative control, an Intelligent Preview function indicates the effects of exposure, white balance, and D-Range Optimiser adjustments prior to shooting. This Preview is invaluable when composing complex scenes that may typically combine multiple light sources with different colour temperatures.

Touching the Fn button switches the display to Quick Navi mode, allowing convenient one-handed adjustment of key shooting parameters. A secondary backlit LCD panel on the top of the camera body gives useful confirmation of major settings, even when the main LCD is turned off.

In common with all other DSLR cameras from Sony, the α850 features SteadyShot INSIDE™. This in-body optical stabilisation system delivers up to 4 steps of anti-shake correction with all compatible lenses, opening up even greater creative possibilities when shooting handheld.

Like its full-frame sibling, the α850 is ruggedly built for dependable performance in gruelling conditions with a high-tensile aluminium chassis and all-magnesium alloy body shell. Viewfinder, card slots, controls and other sensitive areas are protected from dust and moisture by rubber seals. In addition, an anti-dust system guards the full-frame sensor from the effects of dust entering the body during lens exchange.

The supplied high-capacity InfoLITHIUM™ rechargeable Battery Pack (NP-FM500H) delivers power for up to 880 shots (approx.) per charge. Battery levels can be monitored in precise 1% increments, eliminating uncertainty about remaining shooting time.

The camera can be connected to your BRAVIA™ or any HD TV (requires optional HDMI cable) for a big-screen view of your shots. On-screen image quality is optimised for superbly lifelike reproduction on BRAVIA™ models supporting PhotoTV HD. On-screen playback can be controlled via an optional wireless remote commander (RMT-DSLR1).

The α850 is fully compatible with the range of official accessories by Sony for the flagship A900.

The choice of full-frame lenses to complement the α850 is enhanced with the new 28-75mm f/2.8 SAM. This compact, easy-to-carry lens is ideal for photo enthusiasts looking to add a bright, general purpose zoom to their collection of full-frame optics. Delivering excellent imaging quality, this zoom offers a wide f/2.8 aperture. Ideal for day-to-day shooting tasks, its bright maximum aperture makes the 28-75mm F2.8 SAM particularly valuable for interior scenes and available-light portraits.

Also, with Memory Stick™ at the heart of the Sony alpha, you have every advantage. The advanced Memory Stick PRO-HG Duo HX (4GB, 8GB, 16GB or 32GB) is the perfect tool for continuous shooting mode, with the ideal combination of massive storage capacity and blisteringly fast operation. Memory Stick PRO-HG Duo HX 32GB will never miss the key shot because the number of pictures taken in 1 min is approx 160* photos (in RAW+JPEG/L (24M)).

Delivered with USB Adaptor, Memory Stick PRO-HG Duo HX 32GB is ideal for users who want to transfer data in high speed: approx. 660[1] pictures in L (24M) size at RAW+JPEG mode in 26 minutes.

The DSLR-α850 full-frame digital SLR camera is available from September 2009 and the 28-75mm lens will be available from November 2009.

Specification table follows on the next page.

It’s the very last word in HD picture quality, smart shooting features and stunning looks. The new flagship of Sony’s HD camcorder line-up, the Handycam® HDR-CX520VE/505VE is packed with latest innovations to help you capture better-looking video and still images, whatever you’re doing. Press release from Sony, July 7th 2009.

Inside the chic, compact body of the CX520VE is a massive 64GB internal memory with space for a generous 25 hours of detail-packed Full HD and 5.1 channel surround sound (at LP mode, 32GB for CX505VE stores 12 hours). Want to keep shooting for even longer on that holiday or weekend away? Just slip in an optional Memory Stick™ and capture even more memories, with no need to worry about packing extra discs or tapes.

The Handycam® CX520VE/505VE is a showcase for the latest in Sony sensor, lens and processing technology. The roles of these three critical components are perfectly balanced for best-ever imaging performance under any shooting conditions.

Key to incredible picture quality is an ultra-high resolution Exmor R™ CMOS Sensor. This Sony-developed sensor features a highly efficient ClearVid array with back-illuminated technology that captures more light than conventional sensor designs. The result: crystal clear, detail-packed Full HD video and still images up to 12 effective megapixel resolution, with superb contrast and vibrant colours.

Thanks to a dramatic 2x increase in sensitivity, you’ll enjoy phenomenal picture quality in low light with dramatically reduced picture noise compared with ordinary CMOS models. You’ll really see the difference in dimly-lit interiors and atmospheric twilight moments.

Realising the full potential of the Exmor R™ sensor is the latest version of Sony’s BIONZ imaging processor. This further reduces picture noise, while ensuring superb image detailing and lifelike colours.

A premium-quality G Lens complements the incredible imaging capabilities of the Exmor R™ CMOS sensor and BIONZ processor. Showcasing Sony’s unique optical design concept, G Lens is precision-engineered to the highest standards.

The advanced optical design features refinements like aspheric glass elements and Extra-low Dispersion (ED) glass for crisp, clear images with high contrast and reduced colour fringing. Shared with premium lenses from the Alpha DSLR still camera range is a high-quality 6-blade iris diaphragm, allowing the creation of beautiful circular defocus effects.

Cutting the effects of camera shake by up to 10x compared with standard Optical SteadyShot, Active Mode now gives even clearer, wobble-free images even when you’re walking along. In addition, it’s the world’s first camcorder to reduce camera shake in 3 directions during video shooting (as of July 2009). Camera roll is now corrected as well as up/down and left/right tremor, contributing to an overall improvement in picture stability.

Face Detection is enhanced with ‘Face Touch’, giving priority to your chosen subject. Just touch your favourite face on screen: focus, colour balance, exposure and Smile Shutter are automatically optimised for beautiful results. Autofocus precision and speed is also improved by a new Face Detection algorithm.

While you’re travelling, the GPS receiver inside the CX520VE/505VE logs your location with satellite-linked precision. Map View shows your position on the clear, bright 3” wide Clear Photo LCD plus screen. Back home, supplied Picture Motion Browser software makes it easy to view all your ‘geotagged’ video clips and still images, helping you retrace your travels.

A friendly new on-screen interface features ‘My Menu’ for even simpler operation. Up to six commonly-used functions can be assigned to the main display screen for quick, easy access. Secondary Record and zoom buttons are now represented as on-screen icons, only appearing when the screen is touched for a cleaner, neater appearance.

After shooting, Highlight Playback automatically creates polished ‘mini movies’, blending selected clips and still photos with professional-looking effects and a choice of background music. It’s a fun, easy way to show off your memories in style, with no need for a PC or video editing skills. Up to 8 Highlight Scenarios can be stored in the camcorder, so you can always enjoy your favourite movies anytime you want.

In a Handycam® first, the CX520VE/505VE automatically upconverts interlaced video signals for 50p (progressive) playback on a 1920×10980/50p compatible TV via HDMI connection. You’ll see the difference with incredibly smooth, satisfying, cinematic images.

Supplied Picture Motion Browser software makes it beautifully simple to browse and manage clips on a PC, or upload them with a few clicks to YouTube ™ and other sharing sites. CX520VE/505VE are also certified by Apple for the compatibility with iMovie for Mac users.

‘PC-free’ disc burning

The HDR-CX520VE/505VE is the first HD flash memory camcorder from Sony that’s compatible with the optional VRD-P1 DVDirect Express. This ultra-compact disc burner connects to Handycam® via a single USB cable. Just touch a button and footage is burned at super-speed to DVD for safekeeping and sharing with friends – either as High Definition AVCHD discs or Standard Definition DVD discs.

Joining the VRD-P1 is the brand new VRD-MC6 DVDirect. This sleek, compact DVD burner is a great ‘universal archive’ solution that’s perfect for transferring video clips, digital photos and old videotapes to DVD. Just hook up virtually any camcorder (analogue or digital), camera or VCR. Preview images on the LCD screen, then press a button and everything’s burned to disc – with no PC needed.

Stylish new carry cases

There’s a choice of eye-catching new carry cases to protect your Handycam® against dust and everyday scratches.

Available in four fashion colours (off-white, black, dark red, lime green), the LCS‑AX1 features a semi-hard ‘jewel box’ design with funky, pared-down styling. The LCS-AX2 is a soft carry case that slings comfortably over a shoulder, keeping your Handycam® safe while it’s not being used.

32GB Memory Stick

With Memory Stick™ at the heart of the Handycam you have every advantage. The advanced Memory Stick PRO-HG Duo HX is the perfect tool for handling HD digital video, with the ideal combination of massive storage capacity and blisteringly fast operation. Memory Stick PRO-HG Duo HX 16GB is already available and we are pleased to announce that 32GB is coming up. Using the supplied adaptor, the Memory Stick PRO-HG Duo HX 32GB will transfer 225 minutes of Full HD video to a PC in under 26 minutes, which is 3 times faster than Memory Stick PRO Duo.

The Handycam® HDR-CX520VE/505VE Full HD Memory Stick™ Handycam® is available from August 2009.

For more information on the product, please click on this link : http://content.hmxmedia.com/sony/hdr-cx520v/SonyCX520_2009_07_06_360p_X264.mov

All the features of the Exmor R CMOS sensor will be utilised to the full when the Handycam CX520VE/505VE is used at Sony’s Twilight Football events in September. For more information on Twilight Football, please visit: http://www.sony.co.uk/twilightfootball.

Editor’s note: all the superlatives, ‘incredibles’ and stuff like that are Sony press release original language. Good PR writing dictates that a company should not use this type of language as it sounds like advertising copy and not a product announcement. Hopefully it’s all true and not so much over-adjectived cookery.

The new Alpha 230, 330 and 380 models are radical ergonomic redesigns of the existing 200, 300 and 350 series. There is a 15% reduction in size (volumetric) and weight, an update to the styling, and a completely revised user interface with graphic representation of setting adjustments – with a built-in ‘handbook’ to accompany the modes and options. They also have mini-HDMI image output, compatible with Bravia TVs and with interactive software inside the camera to allow the Bravia’s own remote control to change, orient and zoom into images (Bravia Sync). Twin card storage is MS ProHG Duo/SD and only one card is usable at a time, with a hardware switch to change slots. A smaller battery type (shared with the HX1 Cyber Shot) is used. A new self-timer drive mode grabs a quick burst of 3 or 5 frames, cutting the chances of spoiled portraits and groups shots when someone blinks at the wrong moment.

The new flashgun HVL-F20AM operates as a wireless flash controller for the full-frame α900. “While Sony’s flagship DSLR does not have its own integrated flash, the HVL-F20AM can be used as an inexpensive trigger for wireless remote flash heads” according to Sony UK.

While the rear screen is the same 230,000 pixels the use of a battery with only 55% of the capacity previous offered may indicate that screen technology is changed to a lower power consumption design. Without using Live View, all three cameras offer 500 or more shots per charge to standard test conditions. The screen is higher in brightness than the earlier models. Other improvements in circuitry may save power to keep shots-per charge figures respectable.

The new bodies continue to support older lenses requiring an in-body focus motor, but the new kit lenses 18-55mm f/3.5-5.6 SAM and 55-200mm f/4-5.6 SAM use in-lens motors. We hope these are not micromotors, but if they are built by Tamron for Sony it’s worth noting that Tamron has never yet used a sonic motor. Even the recent 70-200mm f/2.8 Tamron in Canon mount, where competing with USM is important, uses a conventional focus motor. Sony call this a Smooth Autofocus Motor so maybe it’s not a micromotor after all – that would be JAM, or Jerky Autocus Motor…

Sequence shooting is limited to 2.5fps with all three cameras (previous 200 and 300 could achieve 3fps) or 2fps with Live View. DRO (Dynamic Range Optimisation) is enhanced – presumably making it more effective, as on the A700 and A900, at balancing shadow to highlight detail in difficult lighting situations.

Other lenses to be released are the 50mm f/1.8 DT portrait lens, 30mm f/2.8 DT macro lens (due Autumn 2009) (both SAM). See:

http://news.sel.sony.com/en/press_room/consumer/digital_imaging/digital_cameras/dslr/release/40522.html

http://www.sony.co.uk/hub/dslr/block/2/subblock/1

Here is a system chart of specifications from Sony UK (due to the email delivery formatting they use, we have converted this into a JPEG as it does not copy correctly for web use):

Click the graphic to open a full size version.

The full US press release text follows.

SAN DIEGO, May 17, 2009 – Sony is making it easy for first-time digital SLR buyers to step up from point-and-shoot digital still cameras with the introduction today of three new easy-to-use α (alpha) cameras (models DSLR-A380, DSLR-A330 and DSLR-A230), four new lenses, a flash and accessories.

To continue reading please click Page 2 link below!

The Cyber-shot HX1 by Sony, teams stunning picture quality, lightning-fast shooting and powerful creative features in a stylish, supremely easy to use camera. The new flagship of the Cyber-shot range showcases a range of sophisticated image sensing, optical and processing technologies that offer unrivalled creative possibilities.

Offering cutting edge performance and a powerful 20x optical zoom range, the compact HX1 fits effortlessly into a weekend bag or small travel case. It’s an ideal companion for anyone who needs top-flight imaging performance and advanced shooting functions without the bulk of packing a digital SLR and all its accompanying lenses.

At the heart of the HX1 is a new Sony-developed ‘Exmor’ CMOS sensor with an effective resolution of 9.1 megapixels. Originally developed for the Sony Alpha digital SLR programme, ‘Exmor’ technology delivers outstanding images with reduced noise, especially when shooting in high ISO settings.

(Editor’s note – sounds of hysterical mirth and weeping from A700 and A900 owners)

In tandem with the powerful BIONZ image processor, the ‘Exmor’ CMOS sensor supports full-resolution shooting at an incredible 10 frames per second (max) using a mechanical shutter. Outpacing many pro-spec digital SLR cameras, this super-fast shooting rate is ideal for capturing high-speed action or spontaneous events like parties, where anything can happen in a moment.

The ‘Exmor’ CMOS sensor supports two new shooting modes that reduce image noise when you’re shooting in low light. If you’re capturing static subjects, new Handheld Twilight mode grabs a high-speed burst of six frames, combining them to create a single optimised image with dramatically reduced noise levels. If your subject is moving, Anti Motion Blur mode also superimposes six frames to produce one crisp, composite image with less subject blur.

Also powered by the ‘Exmor’ CMOS sensor and BIONZ processor, ‘Sweep Panorama’ is a brand-new shooting mode that captures breathtaking landscapes, city scenes and more. Just hold down the shutter button and swing the camera horizontally (or vertically). The Cyber-shot HX1 seamlessly stitches together a high-speed burst of frames to create an extra-wide, high resolution image. Panoramas can be viewed as a scrolling preview on the three-inch LCD screen or new S-Frame digital photo frames or previewed on a PLAYSTATION®3.

(No indication is given whether this means the normal scrolling playback functions of the frames and Playstation, or whether software updates will enable additional dedicated modes)

Making its Cyber-shot debut is a new G Lens that has been designed to complement the extraordinary imaging possibilities of the ‘Exmor’ CMOS sensor and BIONZ processor.

Developed originally for the Sony Alpha Digital SLR family*, the G Lens in the HX1 teams aspherical lens elements and ED (extra-low dispersion) lens for uncompromising optical precision. You’ll experience superb resolution and minimal chromatic aberration at all settings, from 28mm wide-angle right up to 560mm super telephoto. This generous 20x optical zoom range accommodates a huge range of shooting possibilities, from landscapes and fun-filled family moments to action-packed sports events.

(*Editor’s further note: this is pure hype, no such G lens has ever been developed for the Alpha range, so we look forward to the release of the 28-560mm for full format in due course… though the press release missed the important bits, it’s a 5-100mm f/2.8-5.2 design – which makes the sensor, in linear size terms, about 70% of the Konica Minolta A2 megapixel CCD)

The Cyber-shot HX1 is the first compact camera from Sony that’s capable of shooting 1080/30p HD movies. It captures crisp, detail-packed HD video clips plus stereo sound at a smooth 30 frames per second.

HD movies and still photos can be enjoyed with superb quality on your BRAVIA or any HD Ready television*. BRAVIA Sync displays the camera’s playback screen on the TV screen, allowing handy control of slideshow, zoom, image index and other functions with your BRAVIA TV’s remote.

The Cyber-shot HX1 makes it brilliantly easy to get great results without the worry of adjusting camera settings correctly. Intelligent Scene Recognition has been enhanced with the addition of Smile Shutter. This lets you capture beautiful smiles automatically, even in tricky situations like twilight or backlighting.

The camera’s tilt-angle 3.0” LCD gives extra flexibility for framing your shots comfortably in any position. Clear Photo LCD Plus technology delivers superb picture quality and contrast, with a resolution of 230,000 dots that’s capable of resolving fine details.

(Further note – that’s a fairly low-res screen, not the same as the 3″ screen of the A700/900. And it’s good to see my old mate Juan Kerr showing the world how to hold a camera – ‘no, don’t put your big mitts all over it, we want to see the G logo – just prop it up from underneath – use your finger and thumb – that’s great..’)

A new jog dial simplifies ‘click and rotate’ selection and adjustment of camera settings. For extra convenience, there’s also a Digital SLR-style Custom button that can be assigned to Smile Shutter, White Balance adjust or metering mode select functions.

The Cyber-shot DSC-HX1 digital compact camera is available from the beginning of May 2009.

(End of press release – no price given, and no indication of formats or detailed specifications. The critical issue for most serious buyers will be whether a raw format is offered for recording; 9.1 megapixels is sufficient for good quality work especially with an ISO 50 option. Also, since no mention is made of it, we assume this EXMOR sensor does not use back-illuminated technology, but is a scaledown of the same CMOS used in the Alpha 700)

Serious issues

For Alpha owners, the HX1 becomes the first consumer bridge cam – presumably selling for slightly more than an entry level A200 kit if it is intended to compete with Pentax’s latest X70 model – to offer the G lens logo. Remember that former Sony digicams have been equipped with Carl Zeiss T* lenses, and no-one suggests that this degrades the Zeiss glass available for the SLR system. G lenses are also appearing on HDTV video cams, though not at such a low price point yet.

This points to Sony reducing their royalties to Zeiss. It has been rumoured that for a period, Sony were (or are) paying rights or royalties to Konica Minolta for their catalogue of lens designs. It was also assumed that the G designation was part of this. The apperance of the G branding on unconnected glass indicates that the G label was overlooked as intellectual property when KM handed over ‘Alpha’ to Sony. KM still makes glass for other brands – some JVC video cameras are fitted with Konica Minolta lenses, but not G.

So we must wait and see. The promotion of the Sony G lens branding could mean that future designs for the Alpha system tend to be G, not Carl Zeiss.

The HX1 looks, superficially, much like an Alpha DSLR with its Sony label on the prism-shaped eye level finder and flash housing. While it is clearly different from an Alpha 900, the distinction between this and the A300 is less visible. It’s no doubt smaller and lighter, but not that much smaller to the eye. The 5-100mm lens has a respectable aperture and at f/5.2 for the long end, is a stop faster than the 18-250mm SAL DT manages at slightly less tele-power. At the wide end, 5mm and f/2.8 combine for exceptional depth of field wide open.

This is an interesting camera – no successor to the DSC-R1, and no substitute for a DSLR, but incorporating many of the functions on wish-lists for future Alpha models.

- DK

Thank you Katsumo-san. Good afternoon everyone! My name is Yoichi Tsusue, in charge Sony’s engineering division, camera group. So thank you very much for attending today for our Alpha new product announcement. I’m head of the Alpha 900 developing team, and today I have come to Edinburgh on behalf of a couple of hundred engineers.

The Alpha 900 is the top of the rank order for the Alpha series. All engineers in my team enthuse their spirit into the development of every specification and function. Today I would like to talk about two key aims. Firstly, the high-image quality which we aim with the world’s highest 24.6 million pixel; and secondly our determination towards realising the highest precision viewfinder and how it was achieved.

Starting with the first point, why are we focusing on the highest number of pixels? The product concept is to convert passion into expression with true high image quality. The concept of ‘true high image quality’ we true to achieve by condensing more information in one image, and we produce a natural and realistic sensation.

Alpha 900 is the top of the Alpha series, so we aim to wholly utilise the high performance of G and Carl Zeiss lenses, both high performance lenses of the Alpha series; and for this our choice was for 24.6 million pixels.

The pixel quality consists of lens which passes light to a sensor which receives light, and the engine which processes the information. Our engineers utilise the image engineering technology in each of these; by putting all these together, high image quality is obtained. As you know, Sony has its own technology to manufacture high image quality of CMOS sensors. Taking full advantage of this we have developed the highest 24.6 million pixel full-frame sensor. And, of course, the EXMOR technology, which is a Sony original high quality picture technology, has been integrated.

Why 24.6 million pixels? Let me show you how detailed the image is with this chart. As you can see the high performance lenses like Carl Zeiss and G lenses have the potential to reproduce high frequency, meaning extremely detailed information.

When the sensor which receives the light coming through the better lens has 12 million pixels*, it isn’t able to receive such high frequency; on the other hand, by making it 24.6 million pixels, as you can see it can receive a higher frequency of information making a more effective use of the lens potential.

*Here Tsusue-san is clearly referring to 12 megapixel full frame sensor not to the Alpha 700, etc.

On the right hand side you can see the result of that resolution test. 12 million pixel and 24 million pixel makes this kind of difference. You can obviously see that the high pixel enables good use of the lens performance. Some of you might be worried about increasing noise as a result of increased number of pixels.

The 24.6 million pixel on the Alpha 900 is realised on the full frame sensor, as you may know so pixel pitch is not narrower compared to the APS-size 12 million pixel sensor on the Alpha 700. The sensor area is twice as large avoiding the pitch too narrow, but enabling twice as many pixels. One point four times in resolution without sacrificing performance by pixel! Dual BIONZ processes this huge size image data of 24.6 million pixels at high speed, combined with Sony’s high image-quality engineering technology – thus we achieve true high image quality which makes good use of the lens performance, and could only be enabled by 24.6 million pixels.

About our determination towards realising the highest performance viewfinder and how it was achieved: In the development of the Alpha 900 viewfinder our target was to achieve the best performance optical viewfinder. Our goal was to have the best performance viewfinder – to exceed the Dynax 9 which is considered to be the best viewfinder within over 20 years history of the Alpha mount SLR camera system – which started from Minolta 7000, the world’s first autofocus SLR.

We aimed for a viewfinder which exceeds all of the – professional – others currently in the market. To create the best performance viewfinder we realise these three points.

First – how to make framing accuracy. Framing performance is the most important function of a viewfinder. By adding an adjustment mechanism in the finder frame and adjusting the comparative position with image sensor in every single unit at the manufacturing line in the factory, precise 100 percent coverage was enabled.

Secondly – top class wide view. By designing an optimal shaped pentaprism from huge optical engineering data accumulation, and by using a high-power condenser lens (which uses high index glass), we succeeded to enlarge the magnification ratio and the view angle. By this we achieved top class wide viewing angle, and that’s including full-frame professional models.

The third point to achieve the best performance viewfinder is highest optical performance. By utilising a high power condenser lens, it firstly eliminates distortion and minimises aberration which affects sharpness in eyepiece lens optics. The distortion caused here is corrected perfectly with the high-powered condenser lens, thus achieving best optical performance.

Note: the condensor lens is sited immediately above the focus screen, between the screen and the prism. This was shown on another presentation slide.

The distortion is reduced to less than 20% of Dynax 9, which is virtually zero level. Also for comatic* aberration it is reduced to half from Dynax 9 which already had very low level. This means we have achieved a viewfinder with no distortion in the entire field. Even for optical brightness this tests better in comparison with Alpha 700, it shows with AR**-coating on every optical surface beyond viewfinder screen. It achieves extraordinary brightness compared with other top end models in the market.

*this is correctly transcribed and was shown on the screen – the aberration of coma
**anti-reflection

Alpha 900’s viewfinder with perfect framing capability, wide view, no distortion in the entire field and with extraordinarily bright optical performance – we are confident that amongst our own and other brand model ranges this is the ultimate viewfinder.

Apart from what I mentioned there are other integrated functions of the light-weight 850g Alpha 900, in spite of its high performance and the newly developed intelligent preview. Alpha 900 is deserved of the top passion of our engineers, including me, to develop Sony’s flagship model. I strongly appreciate your keen attention in the following workshops during the course of the day! Thank you very much for your attention.

(Applause)

Nick Sharples: Thank you, Tsusue-san. A very impressive technological achievement, I’m sure you’ll all agree, but the proof of any camera is in the quality of images it produces. You’ll all have the opportunity to try out those images tomorrow morning. Before then, however, and to end our press conference this afternoon we have a real treat. Duncan McEwan has been photographing the Scottish landscape for over 40 years and is recognised as one of Scotland’s outstanding and pre-eminent landscape photographers. We gave Duncan an Alpha 900 about two weeks ago to try out for himself and he’s kindly agreed to come back this afternoon and give us his impressions of the Alpha 900.

Next part: Duncan McEwan’s talk with a selection of his images

Nick Sharples: Thank you Fujio-san. I hope that leaves you in no doubt about our commitment at Sony to excellence in digital imaging, and how importantly we consider the launch of our flagship Alpha digital SLR; so it gives me great pleasure to invite Toru Katsumoto, senior general manager of our digital imaging business group, to introduce our new flagship Alpha digital SLR.

Thank you, Nick. kon-nichiwa – good afternoon, ladies and gentlemen. Thank you for coming today and I am very glad to be here together with you again. My name is Toru Katsumoto, senior general manager of Alpha mount camera division. Today the outside is very wet unfortunately, so before my presentation, because I am Japanese, I would like to teach you one Japanese word which is hare. hare is the word for weather which means sunny but if you say hare-nohi it means a sunny day – actually, it then means a day someone does a very special, honourable event in front of many people. And also, we can say hare-butai which means “sunny stage” or “bright stage” as this is, for that very important event. So today is hare-nohi or sunny day and this is hare-butai or bright stage for myself and Alpha. So even if outside is wet and dark, where we cannot say sunny in English, but we Japanese can say hare or sunny and bright, even this kind of day… so it is very bright!

So I will start the presentation. Having entered the digital SLR business in 2006 with Alpha 100, Sony has been making continuous effort to fulfill a self-imposed mission of respecting the tradition of this style of SLR camera, while making an aggressive challenge for new avenues of enjoying photography. Following the launch of the Alpha 100, which took over the Alpha mount system, we introduced the middle range Alpha 700 camera in Spring 2007.

In Spring 2008 we have launched the entry class Alpha 200. Coming on the heels of the Alpha 200 to expand our offerings were the Alpha 350 and Alpha 300. Both products are for freestyle shooting, thanks to the Quick AF Live View feature, which resolved two mutually conflicting requirements – easy shooting by live-view of the subject and quick shutter response, while retaining the digital SLR picture fully. I am very happy to remind you that the Alpha 200 has been awarded the Best Entry Level DSLR of TIPA, and the Alpha 350 has been recognised as the Camera of the Year 2008/2009 of EISA together with the 70-300 G interchangeable lens. I believe these are the proof that Sony’s DSLR system has been gaining widespread acceptance.

As you know we informed you in PMA 2007 that Sony was developing the Alpha flagship camera, and we gave you the information in PMA 2008 that the flagship camera will come to the market by the end of this year. Ever since we entered this market it has been our pledge to offer a broad product portfolio that accommodates varying requirements from entry level customers to high end camera enthusiasts. The flagship model is an inevitable addition to current DSLR offerings, to fulfill that pledge.

Today I am happy to introduce the new Alpha flagship camera! (Video with Music). (Wow! from audience).

And – this is the Alpha 900, it’s very light! (he lifts the camera to show it off). This is the Alpha 900, the high end product of Sony DSLR cameras. We hope this product will be used by enthusiasts who enjoy the art of photography where memorable scenes and moments are expressed.

The moment the photographer looks into the viewfinder of the camera, he or she will view the potential of super high resolution picture quality deriving from the sheer performance of the camera, and is bound to be inspired to capture the greatest pictures than ever before.

Another focus was to make the camera’s body light, whilst achieving all these features to facilitate frequent and spontaneous use in various photo opportunities. Thanks to its world’s highest 24.6 megapixel resolution of the 35mm full-frame size CMOS sensor, named EXMOR, and the fastest imaging processing powered by dual BIONZ image processors, the Alpha 900 is capable of creating superb images with stunning reality and naturalness.

The Alpha 900 is also equipped with the built in image stabilisation unit to handle the world’s first full-frame size image sensor offering a wide degree of photo expression. The camera is also armed with the 100 coverage large bright viewfinder with enhanced optical characteristics. Once you look into it you find yourself being pulled into the world on the opposite side of the lens. Our engineers have done a fantastic job of packing these high performance features into the easy-to-handle 850 gramme lightweight body, making it possible for customers to always carry it around and capture every great scene they may encounter.

In addition, today I would like to introduce two brand new lenses, one is the 70-400mm ƒ4-5.6 G SSM, an addition to the G lens line. Another is the Carl Zeiss Vario-Sonnar T-Star 16-35mm ƒ2.8 SSM, an addition to the Carl Zeiss lens line. Both lenses boost high standard depiction performance which lives up to the reputation of G and Carl Zeiss lenses, while ensuring a smooth operation thanks to supersonic motor. Combined with the existing lens portfolio which includes Carl Zeiss Vario-Sonnar T-Star 24-70mm ƒ2.8 SSM launched this Spring, and also the award winning 70-300mm ƒ4.5-5.6 G SSM, we can offer diversified lens products which extract the full potential of the Alpha 900.

We are very excited to inform you that our digital SLR cameras body portfolio has come of age with the addition of the Alpha 900. With these five camera bodies we are going to address ever-growing demands from every spectrum of our customer base, ranging from entry customer to professional enthusiasts. Needless to say we will keep reinforcing our interchangeable lens system and accessories including flashes and others.

Sony is committed to satisfying increasing demands from our customers with the steady-growing Alpha system. Well I wish you can enjoy the rest of the event today and Edinburgh experience tomorrow, so I hope tomorrow will be the Scottish version of sunny day.

And finally I found out the very good souvenir this morning from breakfast at the restaurant… which is this one, Alpha colour camera table napkin! So don’t forget to pick up tomorrow morning. So let me invite the other engineer Tsusue-san, he’s the head of design group of Alpha 900 and he will speak  about the other engineers question to complete this Alpha 900 presentation. So please give him a warm welcome – Tsusue-san, please!

To view the next section, go to Part 3

My name is Nick Sharples. I am the director of corporate communications of Sony Europe, and it is my pleasure to be your host for this afternoon’s activities. I suspect many of you will not have attended a launch in Scotland before, so I thought it might just be worthwhile spending a couple of minutes on explaining first of all where we are.

Scotland occupies the Northern half of Great Britain, and historically Scotland and England have not got on, being in a constant state of strife all the way up until the year 1707 when the kingdom of Scotland joined with the kingdom of England to become the kingdom of Great Britain – and we have been joined together ever since.

Now Scotland itself is bounded on the East by the North Sea and to the North and the West by the Atlantic. It comprises over 917 different islands. Edinburgh is the capital city, it’s the second largest after Glasgow, and Edinburgh has a striking setting sitting as it does perched on a series of extinct volcanoes and rocky outcrops. The city is dominated by Edinburgh Castle seated atop one of the tallest of the crags. From the ramparts you can look down on a series of mediaeval lanes, sweeping terraces and grand houses that hide thousands of years of history… but there’s also a modern side to Edinburgh. Edinburgh is one of Europe’s largest financial centres, it’s home to cutting edge art galleries, bars, clubs and restaurants and Edinburgh also hosts one of the largest cultural festivals in the world – the Edinburgh Festival – not to mention the Edinburgh Tattoo, based here in the grounds of Edinburgh Castle.

Edinburgh is part of the reason why we brought you all the way here to Scotland but the other is the stunning scenery for which Scotland is rightly famous. Just a few miles outside Edinburgh is a land of lakes, of castles, of rolling moorland and highland, and indeed dramatic mountainscapes. All of this is a haven for great photography and provides ample photo opportunities. Many of which you will have the opportunity to sample tomorrow morning, hopefully once the rain has stopped and we’ve put in an order for that already.

So enough of Edinburgh and let’s move on with the business of the press conference. We have a number of speakers for you this afternoon and I’ll pop up from time to time to introduce them but to start the proceedings and to place the launch of our flagship alpha digital SLR in a wider Sony context it gives me great pleasure to introduce Fujio Nishida, president of Sony Europe.

Good afternoon everyone and welcome to Edinburgh. My name is Fujio Nishida, president of Sony Europe. Thank you for joining us today here in Scotland for what I hope will be an enjoyable and informative event. Edinburgh and the highlands are a photographer’s dream come true they mix ancient historical monuments like the castle with the beautiful rolling highland, heathland and mountain and best of all everything is bathed in the special light that is unique to Scotland.

Now, to the business. In a moment you will be hearing from my colleagues about Sony’s decisive first move into this higher end DSLR but first I would like to remind you just why digital imaging is so important to Sony. The great looking pictures are at the very heart of what Sony does and from breathtaking photos – of which more in a momenr – to the stunning clarity of high definition TV Sony has dedicated itself to imaging excellence “like no other”.

Television viewers can enjoy the gorgeous high definition pictures on their Bravia television that have been captured by broadcasters using Sony professional cameras. And don’t forget, of course, that Sony was one of the primary movers in the development of the Blu-Ray Disc, a technology that’s central to the whole family of Sony products, from Playstation 3 to Vaio PC. In the latest high tech cinemas around Europe movie enthusiasts can enjoy big screen HDTV pictures captured with Sony HDTV movie cameras and presented by our incredible four-state dissolve projector. The finest in the world.

Companies can bring efficiencies and savings to their business with Sony HD video conference system that link customers, staff and partners around the world. Surgeons can beam HD video images from delicate neurosurgical operations to students on another continent and of course, visual imaging know-how is core to our other media interests from movies, video games.

So, at Sony, we really understand the power of digital image. It’s what we do from our consumer electronics business to the solution that we provide for broadcasters and media professionals. This passion for great pictures in nowhere more apparent than in our digital imaging group. This covers amateur digital compact cameras, digital SLR, Handycam and camcorders. Indeed, it is one of the most important contributors to our global electronics business.

We have already enjoyed significant success in Digital SLR, a category that we have no presence in before 2006. We are delighted that in such a short time we have achieved more than 17% European market share according to the latest market research, and in countries such as Poland and the Netherlands we have much stronger presence performance where we enjoy a number two market leader position ahead of our key competitors.

Since launching our first Alpha 100 we have steadily extended the family, adding bodies and lenses and accessories to create and amazingly versatile DSLR system that lets mainstream photo enthusiasts take their passion to the next level. We have broadened the Alpha offering to four models including the Alpha 700, that hinted at our up-market ambitions. Until today our cameras have been based around the popular and affordable APS-C format sensor but that’s about to change as you will see in a moment.

The worldwide digital SLR market is on fire right now and in Europe in particular there is significant growth potential for a manufacturer like Sony. We have already entered the entry level class with three new models in Spring, and we are really excited to be introducing our new flagship model to the high flying semi-pro segment which are presently dominated by just two players. This is just the kind of challenge that we relish.

Equally we are well aware of the formidable difficulties in breaking into a ruthlessly tough market where we have no track record. Since the beginning of this year it has been common knowledge that Sony was working on the flagship DSLR based around the Full Frame Sensor. It was an obvious next step, building on the successful launch back in 2006 of our very first Digital SLR. With the flagship model we want to show how serious we are about digital imaging and demonstrate our commitment to this market, and thereby fulfilling our ambition to complete our full range line-up from entry level to the high end. This is something else that sets Sony apart from many other electronic or photo companies.

Our expertise lies in semi-conductor design and the fabrication manufacture. This means that we enjoy absolute control over all aspects of architecture, production, quality control… and it means we can turn new ideas into the commercial silicon quicker and more efficiently than other companies.

With our new camera, this unique skill-set and imaging heritage has led us to create a competitively priced camera with the highest ever resolution sensors ever seen on a DSLR camera, and with this new DSLR flagship we have proven that the plurals of performance and image quality are finally accessible to serious amateurs and enthusiasts, who are ready to raise their game to the next level. At the same time we have confidence this flagship model can also strive to match the needs of our professional users.

OK, I’m not going to be giving you a complete run down on the capability of this amazing camera now. I’m going to leave that job to my good colleague, Toru Katsumoto, later – but do I want to stress again just how important the digital imaging business is to Sony.

We’ll be hearing more details in a few weeks time after Photokina but I am delighted to confirm that Sony is continuing its commitment to all photographers and to the photo industry with our ongoing support of the Sony World Photography Awards. For the second year running we will be giving our full support to this fantastic contest that has already generated some incredible images from amateurs and professionals from around the world – and once photographers get their hands on our new flagship DSLR, I’m really looking forward to seeing the results on display in next year’s competition. Thanks everyone. I hope that you all enjoy and profit from your time in Edinburgh.

Thank you very much!

(to be continued next with Katsumoto-san’s section – thank you, Shirley, for deciphering this from my Zoom H2 recording! All photographs taken with Alpha 700 firmware v4, ISO 1600, 24-105mm KM D lens – David)

Read Part 2: Toru Katsumoto unveils the Alpha 900.

It will go on sale on September 30th but we expect to see it offered by Foto Gregor, Köln, from September 23rd onwards – with one camera and grip on display in the window, and orders taken. I base this prediction on Foto Gregor’s record of the past 36 years of my attending photokina! They have never failed to show the most exciting new SLRs in their window when no other shop in the world had them available.

http://www.foto-gregor.de/

The actual camera will be not be for sale but will be loaned from Sony, who will be showing it at photokina starting with the pre-opening press day on September 22nd (Monday), where it is likely that Sony’s stand will be closed to the press. Some other stands will be open, and those with press passes will be able to enter the halls despite the exhibition not being open to the public.

Press preview information may be embargoed until September 23rd, or may be released immediately on September 10th, assuming that copy deadlines will in any case prevent most magazines from printing anything before photokina. Websites, however, can response within minutes and an embargo may therefore be placed on the images of the camera and new lenses. It is also possible that pre-production samples, known to be in use already, have a condition of use that no images are released from these cameras.

We hope that the new 70-400mm f/4-5.6 G SSM is shown with the Alpha 900 on Sept 9/10th too!

Shirley and I have our trip to photokina booked, and will be in Köln from Sept 20th, attending the pre-opening day in full, and returning to Scotland on the 24th in order to go to press for our October professional magazine (Master Photo Digital) edition. Pictures from the Sony stand will be posted on this site as soon after the start of photokina as possible, whether or not we are able to attend the earlier launch. If all goes to plan we will have an Alpha 900 review in the 2008 #4 edition (Autumn/Fall) of Photoworld, which will be mailed at the end of October.

To attend photokina (23rd-28th September, Tuesday to Sunday, Cologne/Köln, Germany) and be one of the first to handle the Alpha 900, check in at:

http://photokina.en.koelnmesse.info/

- DK