If you’re looking for something a little more professional than the newly-announced NEX-C3, then the just announced Sony Alpha A35 might be just the DSLR camera for you. Here to replace the A33, the Alpha A35 sports a 16.2 MP chip that can shoot at up to 5.5 fps and 7 fps mode at 8.4 megapixels. Adding what the higher end Alphas have had now for nearly a year, the A35 also gains Sony’s Translucent Mirror live-view mode, and an electronic viewfinder, enabling you to see more and adjust more right from the viewfinder. Of course, there will be the 3-inch LCD screen to help you get even more out of your shooting experience. Taking a cue from the NEX-C3, the A35 will also feature a new Help Guide to aid both professionals and newcomers.

 

“Amateur photographers will appreciate the on-screen Help Guide, which gives a clear explanation of selected functions and how they’re used. More advanced photographers will welcome features such as a top panel-mounted button that is fully customizable, allowing instant recall of any one of 14 frequently-used functions according to their preference.”

 

Hit the jump for full details, including additional pictures, specs, price and the official press release.

Making its debut and something that the now nearly-10-year-old Sony A717 used to come with is the Tele-Zoom High Speed Shooting mode which magnifies a central portion of the image area providing an effective 1.4x magnification (appx). This feature allows you to focus exactly on the area you want with the extra zoom, making sure that you are spot on when it comes to your photos. Not to fall behind to the app craze which lets iPhone users take pictures with added style like the very popular Histogram app, the A35 will come with a Picture Effects mode which has different stylized effects built in, like Retro Photo, High-key, Toy Camera, and Posterization. Other features to keep in mind include 1080p video, Sweep Panorama mode in 2D and 3D and a 30% increase in battery life.

The Alpha A35 is being targeted for an August release when $599 will get you just the body while $699 bumps you up to body and an 18-55mm kit lens.

 Sony Introduces α35 DSLR Camera with Leading Video and Still Performance Powered by Translucent Mirror Technology

Light, Compact Camera Delivers 16.2 Megapixels and New In-camera ‘Picture Effect’ Creative Capabilities

SAN DIEGO, June 8, 2011 — 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. “The new α35 camera combines this unique innovation with a newly developed APS HD CMOS sensor and a diverse, user-friendly interface, making it a compelling choice for experienced photographers and first-time SLR buyers alike.”

She added, “Amateur photographers will appreciate the on-screen Help Guide, which gives a clear explanation of selected functions and how they’re used. More advanced photographers will welcome features such as a top panel-mounted button that is fully customizable, allowing instant recall of any one of 14 frequently-used functions according to their preference.”

Premium, High-Speed Performance

Making its debut on the α35 camera, Tele-zoom High Speed Shooting magnifies a central portion of the image area providing an effective 1.4x magnification (appx) while shooting at up to 7 fps. Providing continuous tracking autofocus of still or moving objects, this feature is ideal for capturing fast-moving sports, children’s expressions at just the right moment or distant subjects with a high-speed burst of frames. There’s also a rapid up to5.5 fps drive mode that offers full-resolution continuous shooting with tracking AF.

With a resolution of 16.2 effective megapixels, the Exmor™ APS HD CMOS sensor delivers stunningly detailed, low-noise still and HD video images. Complementing the sensor’s extremely high resolution and sensitivity, the camera’s powerful BIONZ® processor optimizes image data to assure flawless images with rich, natural color reproduction. A maximum sensitivity of ISO 12800 and extension to ISO 25600 makes it possible to capture beautifully natural still images and HD video in low light.

Advanced Quick AF Live View continuously displays a real-time output from the main image sensor during still or Full HD video shooting. Light is partially directed from the translucent mirror to an AF sensor to permit non-stop precision TTL phase-detection autofocus – a benefit not possible with traditional DSLR cameras.

Shooting stills or AVCHD™ video, users can enjoy a superbly detailed view on the high-quality 3-inch Xtra Fine LCD™ display. Sony’s TruBlack™ technology assures high-contrast images with rich, deep blacks – even when shooting outdoors.

The high-resolution Tru-Finder™ display offers a precision alternative to framing shots on the camera’s LCD. Offering an extremely detailed, high contrast image with full 100% field coverage, it’s ideal for live preview of picture effects and exposure adjustments. Accurate composition of landscapes, architecture and other scenes is enhanced by 3 selectable grid line patterns.

Creative New “Picture Effects”

The α35 model offers a new in-camera ‘Picture Effect’ setting that lets users add extra impact to stills or Full HD video during shooting, without the worry of editing images afterwards. Effects can be previewed on the camera screen, allowing photographers to see the result of a chosen effect instantly rather than post-shooting. The inspiring palette of artistic treatments includes Retro Photo, High-key, Toy Camera and Posterization.

It’s also easy to produce dramatic Partial Color effects, with a single color highlighted against the rest of the image in monochrome. This popular effect is normally achieved through a series of painstaking steps using photo editing software. With the new α35 camera it’s both automatic and instant.

Improved Battery Life and Compatible α Accessories

Reductions in power consumption boost the camera’s battery life to a generous 440 still shots (approx.when using the rear LCD panel) between battery charges – a 30 percent increase over its predecessor.

The α35 model is compatible with the full range of 32 A-mount interchangeable lenses that includes six Carl Zeiss® lenses, as well as the full range of alpha accessories including flashes, carrying cases, LCD monitors and more.

The new camera is compatible with Sony’s full line of SD memory cards, including the newest Class 10 versions, as well as the Memory Stick PRO-HG™ Duo HX series. Available in capacities up to 32 GB, both media enable higher read speeds for more stable and optimal performance by Sony hardware features such as high-speed burst shooting or HD movie shooting.

Firmware Upgrade for A33 / A55 Models

Available beginning June 20^th, a firmware update for existing α33 and α55 cameras adds several creative and operational enhancements.

Support for the ‘Picture Effect’ function featured on the new α35 model is now offered. High-Speed Synch is supported during wireless operation with a compatible external flash (α55 only). Ergonomics are further improved with revised menus and a new mode that lets users switch shooting parameters overlaid on-screen for clear, uncluttered composition. The a33 and a55camera’s Digital Level Gauge can also be displayed when shooting via the optional CLM-V55 external LCD monitor. Frequently used features can now be custom-assigned to the D-RANGE button for rapid, menu-free access.

The upgrade can be downloaded from: (www.esupport.sony.com).

Pricing and Availability

The new α35 interchangeable lens camera will be available this August with an 18-55mm kit zoom lens (model SEL1855) for about $700. It will also be offered as a body-only (without kit lens) for about $600.

Both the camera kit package (model SLT-A35K) and body-only (model SLT-A35) will be sold at Sony retail stores (www.sonystyle.com) and other authorized dealers nationwide.