Following the launch of Sony’s first D-SLR, the α100, Sony Malaysia is pleased to announce the new α700. Designed for the advanced users, the α700 sports a new 12.24-megapixel Sony Exmor™ CMOS sensor, an enhanced Bionz™ image processor, a new center dual cross 11-point AF sensor system, a speedy full-resolution, 5 frames per second continuous shooting performance, and a broad ISO range from 100-3200 equivalent (expandable up to 6400). Also featured on the α700 is a large 3.0-inch, 921,600-dot Xtra Fine LCD for enhanced outdoor visibility and easy image review in photo quality. The α700 also sports a HDMI terminal for a direct, high-quality playback on a large screen Full HD TV.

“With the success of Sony’s α100, Sony is stepping up to the next level of D-SLR cameras with the introduction of α700 by providing consumers the ultimate digital imaging expertise owned by Sony. The expansion of Sony’s portfolio in the D-SLR camera category depicts Sony’s determination and dedication to appeal to advanced camera users with constant excellent features and design. Sony’s D-SLR cameras are here to stay,” said Mr. Taku Taguchi, General Manager of Product Marketing Divison, Sony Malaysia.

Effective 12.24-megapixel Sony Exmor™ CMOS and a newly developed Bionz™ image processor deliver sublime picture quality with high resolution and reduced noise components
The α700’s 12.24-megapixel Sony Exmor™ CMOS sensor is equipped with on-chip A/D conversion and dual noise-cancel circuitry to ensure clean and low-noise images even at sensitivity settings as high as ISO 3200. The advanced Bionz™ image processor further screens out noise before RAW data conversion and image processing to achieve images that are rich in detail, contrast, and colour – while maintaining fast camera response time. The D-Range Optimiser adjusts exposure and tone for a more natural and consistent look in the pictures even with the presence of shadows. A new feature in the α700 is the Advanced mode that offers 5 optimization levels for finer control. The D-Range Optimiser bracketing that records the image at three different optimization levels allows for easy selection of the best shot.

Enjoy high-quality pictures on large screen Full HD TV with PhotoTV HD™
When connected to Sony’s latest BRAVIA X and W series with PhotoTV HD™ capability using a HDMI cable, images taken with the α700 are optimised for HD playback. The BRAVIA will automatically apply PhotoTV HD™ settings optimised for still image display to bring out every detail and colour gradation in high definition. The α700 is capable of recording images at either a 3:2 or a widescreen 16:9 aspect ratio.

Unique Centre Dual Cross 11–point AF sensor system for excellent AF performance
For more flexible and wider area coverage, Sony has developed and manufactured a centre dual cross 11-point AF sensor system with automatic AF start by the Eye Start system in the new α700. In addition to the center dual cross sensor, a dedicated new sensor has been incorporated to significantly boost focusing precision when shooting at apertures of F2.8 or larger.

Body-integrated Super SteadyShot™ image stabilization systemand anti-dust technology
The new α700 possesses the unique body-integrated Super SteadyShot™ image stabilization system that is effective with all α series lenses to prevent blurring caused by camera shake. The new system supports a more effective stabilisation for users to shoot at shutter speeds of 2.5 to 4 steps slower than would otherwise be possible.
Dust is the bane of all photographers. The α700 prevents dust particles from getting into the camera and contaminating the sensor through a couple of ways with an anti-dust coating on the low pass filter to prevent static electricity buildup and a sensor vibration function that shakes off dust at power off. For a rugged and reliable performance, the α700’s body is constructed in strong and lightweight magnesium alloy. Buttons, dials, and switches are further protected by gaskets and sealants. The optional VG-C70AM vertical grip accepts two InfoLithium (NP-FM500H) batteries, and boasts the same rugged yet lightweight dust and moisture-resistant magnesium alloy construction as the α700 body.

New Creative Style for the ideal settings and intuitive operability
To cater to photographers’ creativity and preference, the α700 features a new Creative Style that includes a total of 14 image styles. There are four basic image styles (Standard, Vivid, Neutral, and Adobe RGB), and three style boxes to which you can assign any of the image styles. The four basic image styles can be adjusted for contrast, saturation, and sharpness; while the other three user-customizable style boxes allows for contrast, saturation, sharpness, brightness, and zone matching adjustments. The Function (FN) button on α700 allows quick access to the Quick Navi information display where you can easily and quickly adjust shooting parameters via the front and rear control dials and the multi-selector. A new AF/MF button lets you switch effortlessly between Auto (AF) and Manual (MF) operation. Up to three combinations of as many as 26 different shooting parameters can be stored in memory and instantly applied by turning the mode dial to Memory Recall (MR). The Custom (C) button on the back of the camera can be assigned to open the settings for the function you use most frequently.

Dual memory card slots for CompactFlash® card and Memory Stick Duo™ recording media
The α700 has dual memory card slots and accepts both CompactFlash® card and Memory Stick Duo™ recording media, including Sony’s recently announced 8GB 300x CompactFlash® media. The camera also accepts high-speed Memory Stick PRO-HD Duo™, as well as Memory Stick Duo™ and Memory Stick Duo PRO Duo™ media.
The α700 is supplied with a powerful range of software tools. This includes Image Data Converter SR version 2.0 for RAW data image editing; Image Data Lightbox SR for “best shot” selection and photo library management; Remote Camera Control for tethered camera control where captured images are saved directly to your computer’s hard disk; as well as Picture Motion Browser.
The α700 is available in Malaysia from October onwards, priced at RM5, 499.00.