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Sony Alpha 700
The New Flagship SLR From Sony
 Sony’s newly-introduced DSLR-A700 camera is squarely aimed at photo enthusiasts or serious photo hobbyists. The new model features advanced imaging technologies and ultra-responsive operation, as well as a lightweight, dust- and moisture-resistant, magnesium alloy construction. Like the A100, the Alpha 700 incorporates Super SteadyShot® Inside image stabilization in the camera body and is compatible with most Minolta Maxxum® mount lenses in addition to Sony lenses.
Digital noise, the bugbear of digital capture at high ISO ratings is effectively suppressed by the camera’s new 12.2-megapixel Exmor™ CMOS sensor which conducts analog-to-digital (A/D) signal conversion and dual noise reduction right on the sensor itself. Noise reduction is applied to analog signals before A/D conversion and the resulting digital signals are then subject to a second round of noise reduction.
Clean, noise-free digital signals are then sent to the newly developed BIONZ™ processing engine that has been optimized to process data-rich picture information at high speeds, and to reduce picture noise in the RAW data stage before final image compression and encoding. The results are high-resolution, detailed images with rich tonal reproduction.
The Sony Alpha 700 camera has also been engineered to be fast and ultra-responsive. A newly developed, auto-focus system features 11 wide-area sensors, including a center dual cross sensor comprised of two horizontal and two vertical line sensors for exceptional AF precision. Improved algorithms and a high-torque focusing drive motor give the A700 extraordinary focusing speed.
The large, bright viewfinder uses a precision-ground optical glass pentaprism and a high refractive index eyepiece lens to provide 0.9x viewfinder magnification and 95 percent frame coverage. Manual focusing is aided by an interchangeable spherical acute matte focusing screen.
The camera has a maximum shutter speed of 1/8,000th of a second to freeze fast-moving action and continuous shooting at up to five frames per second in JPEG fine or standard mode is limited only by the capacity of the media card. An extensive array of customization options cater to different shooting styles and the unit’s quick navigation interface can be accessed instantly with the four-way multi-selector, and selected parameters can be adjusted directly by control dials.
With the supplied remote capture application, the camera can be controlled from a compatible PC via USB without even touching the camera, and files can be stored on the computer instead of the media card.
The A700’s new PhotoTV HD mode optimizes photos for viewing on HDTVs. This mode brings the look of actual printed photographs to the television, reproducing high-quality digital photos by fine-tuning such image parameters as sharpness, gradation and color specifically for photographs.
The exceptional viewing experience of this camera also extends to viewing images on its 3-inch LCD screen. The screen’s size and ultra-sharp resolution (921K) makes it possible to check focus and image quality with much greater accuracy.
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