Light, compact and easy to use, Sony’s new α35 (SLT-A35) interchangeable lens camera brings pro-style shooting speeds and diverse creative options to photographers of all abilities.

Building on the acclaimed α33 and α55 models, the α35 camera with Sony’s Translucent Mirror Technology allows responsive, accurate continuous autofocus - whether shooting high-speed still photos or recording full HD movies.

“Our Translucent Mirror Technology continues to push the limits of modern DSLR technology,” said Kristen Elder, director of the alpha digital imaging business at Sony Electronics…

A wider palette of creative options is now accessible to more shooters with the α57 camera, the newest addition to Sony’s popular line of A-mount cameras employing Translucent Mirror Technology.

The innovative Translucent Mirror design directs incoming light to the CMOS image sensor and the AF sensor at the same time, allowing full-time continuous AF during both still and video shooting. Users can also frame, focus and preview shots in real-time on the high-resolution Tru-Finder™ electronic viewfinder, which offers a wide viewing angle and 100% field of view. This allows photographers to capture exactly what they see on the screen…

Sony today introduced two new α cameras (models SLT-A55V and SLT-A33) that adopt Sony’s newly-developed Translucent Mirror Technology™, which achieves the highest-level of auto focus speed for both still image and movie shooting.

Translucent Mirror Technology™ provides performance previously unattainable with traditional DSLR technology. Using the new technology, theα55 andα33 models can continuously and quickly focus (with TTL phase-detection) while shooting stills and recording video—even in full HD, allowing desired moments to be captured in tack sharp focus, high-definition video…

Lightweight, easy to use and packed with a variety of useful features, the new Sony SLT-A37 camera is an ideal choice for consumers eager to explore the world of interchangeable lens DSLR photography.

The new α37 camera is the latest to feature Sony’s acclaimed Translucent Mirror Technology, which delivers a potent combination of fast shooting, non-stop phase detection autofocus and continuous live image preview during still and full HD video (60i/24p) shooting. This innovative technology also allows the new α37 camera to grab split-second action with a burst of sharply focused images…

Sony’s long awaited α99 digital camera sets a new performance standard for professional-class DSLRs, combining all of the benefits of full-frame imaging with the responsiveness and speed of Translucent Mirror Technology.

The successor to Sony’s flagship α900 DSLR, the α99 camera features a brand new 24.3 MP full-frame image sensor, a unique dual phase-detect AF system and a host of other innovative technologies that work together to deliver the best image and full HD video quality in the history of Sony’s acclaimed line of α cameras…

Panasonic today announced the world’s first Micro Four Thirds system camera, the LUMIX DMC-G1, the world’s smallest and lightest digital interchangeable lens camera system*, with the body and kit lens weighing in at approximately 580 grams (1.28 lbs). Based on the new Micro Four Thirds System standard, the LUMIX G1 eliminates the internal mirror structure that defines digital single-lens reflex (DSLR) cameras, thus reducing the size and weight by nearly half.** With the mirror-less system, the G1’s flange back, which is the distance between the mount and the image sensor, has been reduced from 40 mm – as specified in the Four Thirds System – to approximately 20 mm…

Lightweight, easy to use and packed with a variety of powerful imaging capabilities, the new Sony SLT-A58 camera is an ideal choice for consumers eager to explore the world of DSLR-style interchangeable lens photography.

The new α58 camera is the latest to feature Sony’s acclaimed Translucent Mirror Technology, which delivers a potent combination of fast shooting, non-stop phase detection autofocus and continuous live image preview during still and full HD video (60i/24p) shooting…

Blazing speed, enhanced image quality, high resolution and incredible performance are just some of the features advanced amateurs and photo enthusiasts will find in Sony’s newest alpha cameras, models SLT-A77 (α77) and SLT-A65 (α65).

Sony’s latest refinements to its Translucent Mirror Technology make these new cameras the fastest, most responsive interchangeable lens cameras in their class, as well as set new performance benchmarks that even professional DSLRs have yet to achieve. The α77 and α65 both feature a newly developed Exmor™ APS HD CMOS sensor with 24.3 effective megapixel resolution, as well as the world’s first XGA OLED Tru-Finder™ viewfinder…

Sony Electronics’ new α77 II camera delivers an impressive combination of speed, versatility and efficiency in a tough, weather-resistant design, making it a perfect choice for fast-action photography and videography.

Building on the heritage of Sony’s much-loved original α77 and α700 cameras, the α77 II gives advanced amateurs a string of exciting enhancements including the world’s highest number of AF points in a new phase detect autofocus system with 79 focal points and 15 cross points. Utilizing Sony’s unique Translucent Mirror Technology, the α77 II also has the ability to shoot at up to 12 fps for 60 total frames with continuous AF…

Panasonic today announces its latest compact system camera (CSC), the mirror-free Panasonic LUMIX DMC-GF3 is the company’s smallest and lightest digital interchangeable lens camera with a built-in flash, with its body size comparable to that of a smartphone and weighing just 7.83oz (body only), less than a standard 8oz cup of coffee. The Panasonic’s LUMIX GF3 realizes all the features desired from a traditional DSLR interchangeable lens camera, only it accomplishes them in an ultra-compact body that is lightweight and simple to master…