2008 Photo Marketing Association Tradeshow
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The following is an unedited press release, shown as received from the company represented. We've elected to present selected releases without editorial comment, as a way to provide our readers more information without further overtaxing our limited editorial resources. To avoid any possible confusion or conflict of interest, the Imaging Resource will always clearly distinguish between company-provided press releases and our own editorial views and content.

PRESS RELEASE: SONY EXPANDS α (ALPHA) LENS SYSTEM WITH THE ADDITION OF TWO HIGH-PERFORMANCE ZOOMS


SAN DIEGO, Jan. 30, 2008 – Sony today announced two new high performance zoom lenses that offer α (alpha) digital SLR camera users more options for high picture quality.

Sony's Vario Sonnar T* 24-70mm f/2.8 ZA lens. Courtesy of Sony, with modifications by Michael R. Tomkins. Click for a bigger picture!

Vario Sonnar T* 24-70mm f/2.8 ZA
Co-developed with Carl Zeiss®, the SAL2470Z model is a wide angle 24-70mm zoom lens with a large f/2.8 aperture, ideally suited for discerning landscape and portrait photography. Constructed of 17 elements in 13 groups with two aspheric elements and two extra-low dispersion elements, this lens exhibits excellent contrast and center-to-edge resolution. Its exclusive Carl Zeiss T* (T star) coating technology provides higher light transmission, and minimizes flare to produce images of luminous clarity, color and sharpness.

The SAL2470Z lens excels in difficult lighting circumstances thanks to its f/2.8 aperture, which remains constant throughout the focal length range. The nine-blade, circular iris is especially useful in controlling background defocusing in portrait and landscape images. Combined with Sony’s in-camera Super SteadyShot® system, this lens is the only compatible large aperture standard zoom with the benefit of image stabilization available in the industry.

Quick and precise focusing is delivered by Sony’s Super Sonic wave Motor (SSM) technology. This SSM system utilizes a solid-state focus drive motor that features silent, high-speed response with high-torque and fine rotational control – especially important for large, wide aperture lenses. A mode selector for manual and automatic focus as well as a focus hold control is provided on the lens barrel.

Sony's 70-300mm f/4.5-5.6 G lens. Courtesy of Sony, with modifications by Michael R. Tomkins. Click for a bigger picture!

70-300mm f/4.5-5.6 G
The SAL70300G lens incorporates the optical performance of Sony’s G series in a compact and flexible telephoto zoom lens ideal for sports and portrait photography. Constructed of 16 elements in 11 groups, with one extra-low dispersion element, this lens offers superb contrast and sharpness across its wide focal length range.

The use of extra-low dispersion glass compensates for chromatic aberrations which challenge long telephoto zoom lens design, maintaining excellent optical characteristics from center to periphery. Internal focus construction not only realizes compact size, but also a close focusing capability of just 47 inches (1.2m), unusual for a lens of this focal length range.

Like the SAL2470Z, focus drive is provided by Sony’s Super Sonic wave Motor (SSM) technology. Silent and highly accurate, the SSM system is ideal for providing larger lenses with the speed and rotational precision often required by telephoto shooting. To match auto focus operation to the situation, a focus range limiter can be set to a minimum distance of three meters. A lens barrel mounted focus hold button locks focus if desired.

Price and Availability
Both lenses will be available this spring. The Vario-Sonnar T* 24-70mm f/2.8 ZA lens will be available for about $1,750 and the 70-300mm f/4.5-5.6 G lens will be available for about $800. Both lenses will be available at sonystyle.com, Sony Style® retail stores (www.sonystyle.com/retail), military base exchanges, and authorized dealers nationwide. Online pre-orders begin today at www.sonystyle.com/dslr.

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Editors Notes: Camera performance is measured using Camera Imaging Product Association (CIPA) standards. The viewable area of LCD displays is measured diagonally. For additional information about Sony products, your readers can call toll-free (888) 222-SONY, or visit Sony's web site at www.sonystyle.com. Press releases and digital images are available for the news media at Sony Electronics’ news and information web site at www.sony.com/news.


(First posted on Wednesday, January 30, 2008 at 15:01 EST)

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