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New α37 camera from Sony delivers speedy Full-time Continuous AF 7fps shooting and Full HD video

Press release   •   May 17, 2012 05:00 BST

  • 16.1 effective megapixel Exmor™ APS HD CMOS sensor
  • High-speed shooting up to 7fps with Full-time Continuous AF in Tele-zoom Continuous Advance Priority AE mode, thanks to the Translucent Mirror Technology
  • Responsive, accurate 3-cross 15-point phase detection autofocus
  • High-resolution Tru-Finder™ with 100% coverage
  • AVCHD (50i/25p) ensures smooth, high quality video
  • Auto Portrait Framing for getting a top-quality portrait
  • Tiltable LCD making low/high-angle shooting easier
  • High sensitivity with wide ISO 100-16000 range
  • Clear Image Zoom doubles effective focal length while maintaining full pixel count
  • Great results made easy with Superior Auto mode

Explore the creative world of high-quality imaging and interchangeable lenses with the new SLT-A37 camera with Translucent Mirror Technology from Sony. Light and easy to use, the temptingly-priced α37 broadens artistic options for anyone who’s stepping up from their point-and-shoot compact camera.

Unique to Sony, Translucent Mirror Technology delivers a potent combination of speedy shooting, non-stop phase detection autofocus and continuous live image preview, even when you’re shooting Full HD video (50i/25p). The precision 3-cross 15-point AF system, with tracking autofocus, keeps faces and fast-moving subjects in sharp focus. From action-packed sports to spontaneous family portraits, you’ll capture all the drama and beauty of that special moment.

Translucent Mirror Technology also lets the α37 grab split-second action with a burst of sharply-focused images. Tele-zoom Continuous Advance Priority AE mode magnifies the central portion of the sensor’s image, delivering a crisply-detailed burst of still images at up to seven frames per second - even when your subject’s moving.

Framing and focusing is a pleasure through the high-resolution Tru-Finder™, which matches or exceeds the abilities of many optical viewfinders. With a high 1440k dot resolution, excellent contrast and 100% field of view, this high-performance electronic viewfinder offers the same detail and clarity as the recently-launched SLT-A57. There’s also a special mode to assist comfortable Tru-Finder™ operation for spectacle wearers.

It’s easy to give your shots that professional polish. Adjustments to exposure and other creative picture settings can be previewed in real time, either via the Tru-Finder™ or the tilt-angle 6.7 cm (2.7") Clear Photo LCD screen.

The α37 helps inexperienced photographers craft top-quality portraits without effort. Auto Portrait Framing mode identifies your subject’s position, trimming the scene to create beautifully composed, high-resolution portraits using the compositional ‘rule of thirds’. Unique to Sony, By Pixel Super Resolution Technology ensures that cropped, zoomed portraits retain a full pixel count to flatter your subject.

Getting close to the action used to mean packing a more powerful lens, but now you can enjoy high-quality close-ups with 2x Clear Image Zoom, doubling effective magnification of your lens. By Pixel Super Resolution Technology maintains superb image detail, tones and textures. Ideal for travel and everyday shooting, it’s a great way to boost your maximum focal length without carrying extra hardware.

The 16.1 effective megapixel Exmor™ APS HD CMOS sensor inside the α37 captures finely-detailed, low noise stills and Full HD video. It’s teamed with the latest BIONZ image processor that extends sensitivity to a generous ISO 100-16000 range, broadening options for atmospheric low-light shooting without flash. Shared with all α SLT cameras, SteadyShot INSIDE cuts the effects of camera shake by up to 4.0 stops for clearer handheld images with any A-mount lens.

The α37 takes the guesswork out of choosing the right camera settings for virtually any shooting situation. Superior Auto mode intelligently recognises a wide range of scenes and subjects, adjusting exposure and other picture settings for effortlessly accomplished results.

SAL18135 A-mount 18-135mm F3.5-5.6 telephoto zoom lens

A versatile match for the α37, the new SAL18135 telephoto zoom offers a generous 8x (approx.) zoom range in a compact, go-anywhere lens that’s great for travel, street photography and everyday shooting. The SAM design assures smooth, rapid, whisper-quiet autofocus operation, while Direct Manual Focus allows accurate fine-tuning of focus for refined results.

The PCK-LM11 semi-hard screen protector sheet is exclusively designed for a perfect fit with the camera’s LCD screen. Ideal for active shooters, the ACC-FW1A accessory kit bundles a spare NP-FW50 rechargeable battery with the compact and a versatile LCS-AMB travel case that protectively cradles the α37 while offering quick access.

The new SLT-A37 camera with Translucent Mirror Technology from Sony is available in the UK from the end of May 2012.

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