New Sony a37 delivers Full-time Continuous AF 7fps and Full HD video

New Sony ?37 delivers Full-time Continuous AF 7fps and Full HD video

Sony has launched the SLT-A37 camera with Translucent Mirror Technology and interchangeable lenses. Light and easy to use, the α37 is pitched as a next step up for people wanting to advance from their point-and-shoot compact camera.

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

Translucent Mirror Technology

Unique to Sony, Translucent Mirror Technology delivers a 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.

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 detailed burst of still images at up to seven frames per second.

Viewfinder

With a high 1440k dot resolution, Tru-Finder™ gives 100% field of view and 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. 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.

Portraits and action

The α37 helps inexperienced photographers craft 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.

The 2x Clear Image Zoom promises high-quality close-ups, doubling effective magnification of your lens.

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.

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

A versatile match for the α37, the new SAL18135 telephoto zoom offers an 8x (approx.) zoom range in a compact, go-anywhere lens. 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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