Sony outlines digital imaging strategy at PMA

Posted on 22 Feb 2010 at 17:01

Sony has revealed plans to expand the appeal of its range of digital cameras at the Photo Marketing Association Show in Anaheim, South California.

The most interesting part of its 2010 strategy is that it is developing an ultra-compact mirrorless interchangeable lens camera. In other words, Sony will soon be competing with Panasonic's G-series, the Olympus PEN range and Samsung's recently announced NX10.

It was shown in a concept mock-up form at PMA and uses a newly developed Exmor APS-C HD CMOS sensor. Sony claims that the camera, which hasn't been named at this time, will not only be able to take great still photos but also support HD video recording using the AVCHD H.264 format.

More details haven't been forthcoming, but Sony says that the camera will launch in 2010.

In addition to that, Sony confirmed its plans to enhance the current range of Alpha series DSLR cameras with "further new mainstream DSLR models" using the same Exmor APS-C HD CMOS sensor as the new compact, meaning HD video recording in AVCHD is on the cards.

Sony showed a concept model which it says will replace the Alpha A700 and said that further models would follow later in 2010. No pricing details were released for any of the new models Sony is demoing.

Author: Tim Smalley

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