Incredible Picture Quality and Great Fun to Use: This Season's Slim, Colourful New Cybershot Cameras

LAS VEGAS, NV--(Marketwire - January 6, 2010) - CES - Cybershot HX5: Imaging innovation with Exmor R CMOS Sensor; G lens with 25mm wide angle and 10x optical zoom; Intelligent Sweep Panorama; AVCHD 1080i Full HD movie; GPS and Compass; Optical SteadyShot Active Mode; Auto HDR

-- Cybershot W380: Compact, colourful and affordable with 14.1 effective megapixels; f/2.4 G Lens with 24mm wide angle and 5x optical zoom; Sweep Panorama; HD movie

-- Cybershot TX7: Super-slim and stylish with Exmor R CMOS Sensor, 25mm wide angle lens, 8.9cm (3.5") TruBlack wide touchscreen; Intelligent Sweep Panorama; AVCHD 1080i Full HD movie; Optical SteadyShot Active Mode; Auto HDR

Spring's Cybershot line-up is bursting with advanced optical technologies and fun-to-use features that help you capture, share and enjoy a lifetime of precious moments.

A total of twelve new digital cameras from Sony make it easier than ever to grab great-looking photos that really stand out from the crowd.

Cybershot HX5: Compact high-zoom with AVCHD and GPS

Inside its compact, purposefully styled new body, the Cybershot HX5 houses an incredible wealth of cutting-edge imaging innovation by Sony.

With twice the sensitivity of conventional sensors, the advanced Exmor R CMOS Sensor assures beautifully detailed, low-noise images, even when you're shooting in low light. It's a perfect complement for the premium G Lens digital camera by Sony with powerful 10x optical zoom. Covering a generous 25-250mm range (35mm equivalent) within a compact body, the high-zoom lens is ideal for any shooting situation from wide-angle landscapes and group shots to dramatic close-ups.

Left your camcorder behind? No problem: as well as brilliant 10.1 megapixel stills, the HX5 captures smooth, brilliantly detailed Full HD video clips for easy sharing. Just touch a button and start recording crisp 1920 x 1080i video footage using the highly efficient AVCHD format. After shooting, connect Cybershot to your BRAVIA™ TV and enjoy the show. Alternatively, slip the camera's Memory Stick™ into the optional DVDirect MC6: you don't need a PC to burn HD footage onto a DVD to enjoy on your PS3 or Blu-ray Disc™ player.

Optical SteadyShot with new Active Mode cuts camera-shake while you're shooting handheld HD video. Providing up to 10x more shake correction than conventional cameras, Active Mode gives the clearest, steadiest handheld clips yet -- even while you're walking along.

In a world first, Intelligent Sweep Panorama enhances the unique feature first introduced on last year's Cybershot HX1, TX1 and WX1 models. It's now easier than ever to create seamless extra-wide angle views, even with moving objects. The digital camera detects if people or other objects are moving in your field of view as you sweep the camera, using powerful new algorithms to compensate for any mis-matching as images are automatically stitched together.

The HX5 is also the world's first camera that integrates GPS and Compass functions to enhance your enjoyment of travel photography. Your location is displayed in real time on the large 7.6cm (3") Clear Photo LCD screen as you're shooting. When you're back home, see where geotagged images and video clips were shot as on-line maps with supplied Picture Motion Browser PC software. As an extra refinement, a new Compass function shows which direction you were pointing when the picture was taken.

Making its Cybershot debut, HDR (High Dynamic Range) Backlight Correction produces natural, balanced results with high contrast and strongly backlit scenes -- a tough test for any camera. The HX5 automatically shoots two frames of the same scene in quick succession, with exposure values optimised for highlights and lowlights respectively. Powerful algorithms then combine the two frames, producing a single, detail-packed HDR image with bright, evenly-exposed highlights and deep shadow detail.

A brand new Portrait shooting mode takes the guesswork out of grabbing beautifully-framed self portraits when you can't see the LCD screen. Just hold the camera at arm's length and press the shutter button. Using Face Detection, Cybershot detects when you're framed correctly and fires the shutter automatically. There's also a 2-person setting that ensures you and a friend are both in shot before firing the shutter.

Cybershot W380: leading design and performance

The popular Cybershot W Series expands with eight slim, colourful cameras packed with smart features to help everyone take better-looking pictures.

Available in luxurious choice of black, silver, gold and red colour options, the range-leading Cybershot W380 showcases an incredible array of imaging innovation at a compelling price.

Sweep Panorama makes it uniquely fun and easy to capture landscapes, city skylines, group portraits and more. Just press the shutter button and sweep the camera to take in the whole scene. Sweep Panorama automatically stitches together a burst of images in moments, creating a single ultra-wide image with a huge field of view up to 185 degrees.

Even slimmer and more compact than its predecessor, it boasts a bright f/2.4 Sony G lens with 5x optical zoom and 24mm wide angle to take full advantage of the CCD sensor's 14.1 effective megapixel resolution. With an extra wide aperture, this high-quality lens opens up fresh creative possibilities, from smoothly-defocused portraits to atmospheric low-light shooting without flash.

Cybershot TX7: ultra-slim looks... and now with Full HD movies

When cutting-edge looks matter as much as fabulous images, the chic lines of the Cybershot TX7 stand out from the crowd. Exquisitely finished in a choice of three fashion colours, the slender body conceals a Carl Zeiss 4x optical zoom lens. Unusually for such a thin camera, the 25mm wide angle capability gives you freedom to pack more into each scene -- from dramatic landscapes to group scenes and atmospheric portraits.

The generously-sized wide 8.9cm (3.5") touchscreen LCD and streamlined user interface makes operation beautifully simple. TruBlack screen technology minimises reflections and boosts contrast for a richly detailed view of your shots, even when you're outdoors in bright daylight.

The Cybershot TX7 also features Intelligent Sweep Panorama and 1080i HD video shooting -- all accessed in an instant from the intuitive touchscreen.

Share the memories in a moment with PMB Portable

All new Cybershot models feature in-built Picture Motion Browser (PMB) Portable software. Just connect the digital camera via USB to any Internet-ready PC: with just a few clicks it's easy to upload pictures and video clips directly from Cybershot to your favourite image and video sharing sites on the web.

A slot for Memory Stick PRO Duo and SD/SDHC memory cards (sold separately) is offered on all new models to suit users' personal shooting preferences. There's a full range of official accessories by Sony to help you get the best from your Cybershot. You'll never miss another shooting opportunity with the latest generation of InfoLITHIUM™ rechargeable batteries for Cybershot. An enhanced new design ensures super-long shooting plus rapid charging in a slim, light, space-saving profile.

The new Cybershot line-up of digital still cameras is available from end of January 2010:

Cybershot DSC-HX5

Cybershot DSC-W390, W380, W370, W360, W350, W330, W320, W310

Cybershot DSC-TX7

Cybershot DSC-S2100, S2000

*body only without battery / MS duo

About Sony:
Sony is a leading global innovator of audio, video, communications and information technology products for both the consumer and professional markets. Sony is renowned for its audio-visual products, such as the BRAVIA™ LCD high-definition television, Cybershot™ digital camera, Handycam® camcorder and Walkman® MP3 player as well as its VAIO™ personal computers and high-definition (HD) professional broadcast equipment, highlighted by the XDCAM® HD. Offering a complete end-to-end HD value chain and with its electronics, music, pictures, game and online businesses, Sony is one of the world's leading digital entertainment brands, employing approximately 170,000 people worldwide.

Through its long-term football partnerships as an official sponsor of the UEFA Champions League until 2012, Official FIFA Partner until 2014 and global sponsor of the FIFA World Cup™ in 2010 and 2014, Sony is inspiring a sense of excitement for the millions of football fans around the world.

For more information on Sony Europe, please visit http://www.sony-europe.com and http://www.sony-europe.com/presscenter

"Sony", "Cybershot", "Exmor R", "Blu-ray Disc™", "VAIO", "XDCAM", "Handycam®", "Walkman®", "BRAVIA™", "InfoLITHIUM" and "Optical SteadyShot" are registered trademarks or trademarks of Sony Corporation. All other trademarks are trademarks or registered trademarks of their respective owners.