(Singapore, 7 January 2010) – Sony Electronics Asia Pacific announces nine new additions to the H, T, W and S series range of compact and stylish Cyber-shot cameras. Featuring intuitive imaging and advanced video recording, the new Cyber-shot range delivers effortless photo capture and beautiful images for any user.

Integrated for the first time in compact digital cameras, on the Cyber-shot TX7 and HX5V is Full HD AVCHD movie recording, a feature previously available only on Handycam® camcorders. Just like the Handycam® range, the Cyber-shot TX7 and HX5V are able to capture high definition movies with smooth subject movement and sharp images even under low light conditions. In addition, the new range of Cyber-shot cameras enable users to take great photos even in the evening or night, as Sony’s proprietary “Exmor R” CMOS sensor is twice as sensitive to light and results in higher definition images with reduced noise even in low light conditions. Additionally, the advanced GPS and Compass features can be activated to display current geographical coordinates, offering novel ways for photographers to manage their photos. In addition, all new Cyber-shot cameras are not compatible with both SD/SDHC memory cards in addition to Memory StickTM.

“Sony continues to lead the digital camera market by combining advanced camera technologies with our unique Sony style. Taking beautiful photos and full AVCHD videos is easier than ever with our new range of Cyber-shot cameras,” says Mr. Yosuke Aoki, General Manager, Digital Imaging Division, Sony Electronics Asia Pacific.

Cyber-shot DSC-TX7: Stylish slim shooter with Full HD AVCHD movie recording 

Renowned for its slim and chic design – the new 10.2-megapixel DSC-TX7 is the world’s slimmest camera with Full HD (1920 x 1080, 50i) AVCHD video recording . Integrated with the “Exmor R” CMOS sensor, it is the first T-series camera to be equipped with a 25mm wide-angle lens which enables users to shoot dynamic, high quality full HD videos – a feature that was previously only available on Handycam® camcorders.

The Intelligent Sweep Panorama feature recognizes faces and subject movement, stitching photos seamlessly to create natural, panoramic shots. For those who like to take pictures of themselves and their friends, the self-portrait timer confirms the number of faces in the frame and automatically starts the camera timer – making self-portraits easier to capture.

The DSC-TX7 also features Backlight Correction HDR, which takes two exposures, one set to capture shadow detail and the other to capture highlight detail. Merging both exposures into a single JPEG image, maximum dynamic range and natural, true to life colours are achieved in the final image. The lustrous Cyber-shot TX7 is available in three chic colours -- dark blue, red and silver.

Cyber-shot DSC-HX5V: Narrate your journeys with Full HD AVCHD movie recording, integrated GPS and Compass 

Equipped with a 25-250 mm f/3.5-5.5 “G Lens” with 10x optical zoom, the new 10.2-megapixel DSC-HX5V not only produces splendid photos, thanks to the “Exmor R” sensor and BIONZ image processor, but also creates excellent movies with its Full HD (1920 x 1080, 50i) AVCHD video recording capability. For shutterbugs who enjoy taking high-definition videos, the AVCHD capabilities employ the MPEG-4 AVC/H.264 video format, which is twice as efficient as previous compression formats and delivers smoother videos. Users can connect their Cyber-shot DSC-HX5V to any compatible Full HD BRAVIA TV via a multi-HDMI adaptor for full-screen enjoyment. Additionally, the new Optical SteadyShot (Active Mode) increases normal image stabilisation by up to ten times, making steady image capture possible even when the photographer is walking and shooting photos simultaneously.

Users who like to chronicle their photographic journeys will appreciate the GPS function which appends geographical data onto photo and movies, as well as automatically adjusts the camera’s internal clock, regardless of location. Similar to the DSC-TX7, the camera also features an evolved Sweep Panorama function, the Intelligent Sweep Panorama, allowing users to snap even moving objects in panorama. Backlight Correction HDR is also integrated in the HX5V for more natural looking images that closely resemble what the human eye sees. The Cyber-shot HX5V comes in stylish gold and black.

Cyber-shot DSC-W380, DSC-W350, DSC-W320 and DSC-W310: The 14.1-megapixel and wide angle powerhouse

Newly added to the popular W series range are the DSC-W380, DSC-350, DSC-W320 and DSC-W310. Available in a myriad of colours and up to 14.1-megapixel resolution, the new W series cameras are equipped with a high performance 5x optical zoom “G lens”. In addition to the wide minimum focal length, the fast f/2.4 lens allows clearer photos to be captured even in low light environments, indoors or outdoors.

The DSC-W380, DSC-350 and DSC-W320 also snap panoramic photos with just one sweep, record 720p HD movies and connect seamlessly with the BRAVIA LCD TV and Playstation3® which allow users to view movies in widescreen. For entry-level users who prefer the slim and compact design of the W series, the DSC-W310 makes photo taking easy. It is compatible with Sony’s Memory StickTM and SD/SDHC Memory Card – giving users more storage options.

Cyber-shot DSC-S2100 and DSC-S2000: Intelligent shooting modes for budding shutterbugs

The new Cyber-shot S series cameras have up to 12.1-megapixel resolution and a roomy 3.0-inch Clear Photo LCD screen for easy photo previews. Using one is an, intuitive, easy operating experience with the Intelligent Auto Mode that automatically determines the optimum photo settings for seven different scenes. This lets users capture beautiful photos easily without having to resort to manual settings.

Sony and the Environment
Sony is consistently engaged in a review of our manufacturing operations and business practices to ensure products are developed in an environmentally responsible manner. The “Exmor R” sensors on the DSC-TX7 and DSC-HX5V feature high sensitivity that allows photos to be captured without flash, even in dimly-lit environments, which reduces energy consumption. Recycled plastic is partly used for the internal components of the W series cameras, while the weight of the DSC-W390 and DSC-W380 have been reduced by approximately 20% compared with their predecessors, resulting in less material being used in the manufacturing process.

The new Cyber-shot cameras will be available in Asia Pacific from the following dates:

View the specification chart for DSC TX7, DSC-HX5V, DSC-W380, DSC-W350, DSC-W320, DSC-W310, DSC-S2100 and DSC-S2000.

About Sony Electronics Asia Pacific Pte. Ltd.

Based in Singapore, Sony Electronics Asia Pacific Pte. Ltd. is a subsidiary of Sony Corporation. It serves as the regional management and marketing headquarters for Sony’s consumer as well as broadcasting and professional products, overseeing S. E. Asia, Oceania, Middle East and Africa regions. For more information on Sony’s products and services in Asia Pacific, please visit www.sony-asia.com

About Sony Corporation

Sony Corporation is a leading manufacturer of audio, video, game, communications, key device and information technology products for the consumer and professional markets. With its music, pictures, computer entertainment and on-line businesses, Sony is uniquely positioned to be the leading electronics and entertainment company in the world. Sony recorded consolidated annual sales of approximately $88.7 billion for the fiscal year ended March 31, 2008. Sony Global Web Site: http://www.sony.net/ 

About make.believe

“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.