· BEST IMAGING INNOVATION: Sony SLT, Translucent Mirror Technology

· BEST EXPERT CAMCORDER: Handycam® NEX-VG10E

21 April 2011 -- This year the prestigious Technical Image Press Association has recognised Sony’s ability to continuously innovate its digital imaging product range. Sony's Translucent Mirror Technology won the Best Imaging Innovation award while the Handycam® NEX-VG10E was awarded the Best Expert Camcorder.

Speaking of why Sony SLT, Translucent Mirror Technology, was named the Best Imaging Innovation, the editorial panel of Europe’s most prestigious photo industry awards states: “Sony has developed Translucent Mirror Technology for a new level of functionality. The advantages of a translucent, fixed mirror technology are evident in the form of real time, phase detect autofocus (also available in Movie Mode) and much increased burst mode speed. By means of SLT design, bodies can also be made smaller, thus reducing weight and size without sacrificing functionality and advanced technology benefits”.

Meanwhile, Sony’s Handycam® NEX-VG10E was awarded ‘Best Expert Camcorder in 2011’. “The judging citation states: "This camcorder could be considered the perfect “convergence” imaging system, equally serving the still photo and video worlds. The novel NEX-VG10 uses most of the electronics of Sony NEX-5 CSC, the same Exmor HD CMOS APS-C size sensor and the same E-mount for interchangeable lenses. However, its architecture and layout clearly favours video with a very remarkable performance thanks to 24Mbps codec AVCHD”.

Translucent Mirror Technology: Camera speed redefined
The α55 and α33, Sony’s first-ever digital cameras to employ Translucent Mirror Technology, showcase an innovative optical system that opens up dramatic new shooting possibilities. In contrast with conventional DSLR cameras, Translucent Mirror Technology uses a fixed, translucent mirror that ‘splits’ the optical pathway between the main image sensor and a separate phase-detection autofocus sensor, enabling AF to work without interruption even during the exposure periods (called “Full-time Continuous AF”).

The ground-breaking Translucent Mirror Technology allows high-speed shooting with the α55 at up to 10fps (α33: 7fps) in Continuous Priority AE mode. The technology assures rapid, accurate AF tracking, keeping even moving subjects in sharp focus at all times, whether you’re shooting Full HD video or stills.

Handycam® NEX-VG10E: World’s first consumer interchangeable lens HD camcorder
Building on 25 years of continuous Handycam® innovation, the NEX-VG10E is the world’s first consumer HD camcorder compatible with a choice of interchangeable lenses. Alongside the existing E-mount lenses, users of the NEX-VG10E can experience a wide variety of A-mount camera optics by using the optional LA-EA1 mount adaptor.

The Handycam® NEX-VG10E captures cinematic full HD movie and stereo sound with great depth. The 14.2 effective megapixel ExmorTM APS HD CMOS sensor, which is approximately 19.5 times larger than the standard sensor found in conventional camcorder, allows the creation of stunning images with beautiful background defocus and enables an extremely shallow depth of field for selective focus. The NEX-VG10E is compact, beautifully balanced and easy to handle.

About the TIPA Awards
The Technical Image Press Association (TIPA) is made up 30 member photo and imaging magazines from 5 continents and 15 worldwide countries. The association is widely known by the general public for its annual Awards and famous blue logo, which have achieved great international recognition and prestige. Taking into account innovation, ergonomics, design, ease-of-use, efficiency, price/performance ratio, as well as other guidelines, TIPA editors have been bestowing the TIPA Awards to imaging products in various categories since 1991 in order to help photo enthusiasts and professionals make the best

purchasing choices. Additionally, TIPA activities include conducting surveys among the member magazine’s readers, visiting companies and factories all over the world and staying in contact with research and developmental engineers in order to follow the evolution of imaging technology.

For further information, visit www.tipa.com

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, Cyber-shot™ digital camera, Handycam® camcorder, “α” (pronounced Alpha) digital SLR camera, 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 www.sony-europe.com

“Sony”, “WALKMAN”, “VAIO”, “Cyber-shot”, “Handycam”, “α”, “BRAVIA” and “XDCAM” are registered trademarks or trademarks of Sony Corporation. All other trademarks or registered trademarks are the property of their respective owners