Sony's new Alpha for amateur shooters

Lori Grunin, Edvarcl Heng | Sep 06, 2007

Although it made its unofficial debut under glass at last winter's PMA show with naught but "Sony's amateur dSLR" to identify it--and an equally and still mysterious big brother by its side--Sony's Alpha A700 finally gets a name, US pricing, and some specs today.

The long-awaited (at the very least by Konica-Minolta diehards) midrange dSLR incorporates Sony's latest 12-megapixel CMOS chip. Unlike most other sensors, this new model performs its analog-to-digital conversion on its chip, rather than in the imaging pipeline, which Sony claims delivers better control over image noise.

As you'd expect from the current flagship model, the --A700 includes several new and enhanced technologies. For one, the SteadyShot stabilization system--not the optical version, but the sensor-shift mechanism inherited from Konica Minolta--has a new gyro, with claimed improved compensation for high-frequency motion, such as overcaffeinated hands.

Like the Nikon D300, the A700 also sports a somewhat confusingly specced 921,600-dot/307,200-pixel LCD with an approximate 170-degree rated viewing angle.

Sony has also overhauled the focusing system with a new 11-area AF system with two each horizontal and vertical line sensors in the center plus an F2.8 sensor to improve focus speed when shooting with a wide aperture lens.

In-camera processing algorithms also get a boost. Sony's Dynamic Range Optimizer, which applies image adjustment curves to expand the tonal range, now offers an advanced mode that analyzes 1,200 segments in the frame for theoretically better results. In addition, there's a DRO bracketing drive mode.

As is becoming the trend, the A700 includes an HDMI connector for output to an HDTV. Sony takes it one step further--at least for those few who plan to complement their A700 with a Bravia TV--by introducing PhotoTV HD viewing, a still-image optimized mode that automatically downconverts and applies relevant color and tonal range adjustments to show your photos at their best.

Wherever dSLRs tread, lenses follow. Accompanying the A700, Sony announced three new lenses. Though it makes a pricey kit,the new US$580 F3.5-to F5.6, 16mm-to-105mm lens covers a good general-purpose range, providing the same angle of view as a 24mm-to-157.5mm lens on a 35mm camera. Also debuting is the US$550 F3.5-to-F6.3, 18mm-to-250mm (27mm-to-375mm equivalent). And though it won't be available until next spring, Sony announced a F4.5-to-F5.6 70mm-to-300 mm (105mm-450mm equivalent) lens that incorporates a supersonic motor in its autofocus system (for quieter, smoother operation).

The A700 is slated to ship around early November in the US in three configurations: The body only for US$1,399; a kit with the existing F3.5-to-F5.6, 18mm-to-70mm lens for US$1,499; and a kit including the new F3.5-to-F5.6, 16mm-to-105mm lens for US$1,899.

Along with the announcement, Sony Asia also introduced a new 300x CompactFlash card in 2GB, 4GB and 8GB of memory capacities.

Sony Asia reports that the A700 will be retailing in Asia by October. No pricing details were available at press time.