Sony has recently been going around and showing off its prototype Alpha, dubbed “Advances Model”, though it wouldn’t be a hard stretch to assume from its features and designs that this will indeed by the Sony Alpha A77. Rumors put it that the camera will be officially unveiled at CES 2011 and on sale sometime after that. Building off the translucent mirror technology that Sony has used in its A55 and A33, the A77 is said to have full HD video mode, recording in AVCHD. Furthermore, expect an Exmor APS HD CMOS sensor, as Sony is noting that it will be “far more powerful than the a55,” with goals to target “serious enthusiast photographers.”

Now for all you NEX owners (and I hope to be one of them by CES), Sony is looking to release a new firmware update mid October to bring “autofocus support to A-mount lenses used on E-mount cameras, aperture control in video mode and customizable keys.” In order to give users even more flexibility, Sony is looking to introduce a total of 10 new A-mount lenses by 2012 and is said to be looking for some partners to offer even a more extensive lineup. More options can never hurt, right?