Sony Malaysia invited us to Pullman Putrajaya Lakeside Hotel for the Power of Imaging launch event last Wednesday.

At the event, they unveiled a whole new Sony digital imaging lineup for 2010, which included products from Sony Alpha DSLR, Sony Cybershot, Sony Handycam & Sony S-Frame digital frame.

To be honest, I was only interested to test out the Sony Alpha a33 & Sony Alpha a55 (probably the Sony NEX VG-10 as well) – which explains why this post isn’t titled as Sony Digital Imaging Product Launch or anything around that line.

Now, let’s talk about the newly launched Sony Alpha cameras.
(WARNING: camera geek talk ahead, you can choose to skip it if you want to lol)
The Sony a33 & Sony a55 were being unveiled at the launch, however no signs of the Sony Alpha a560 & Sony Alpha a580 in Malaysia yet.

One of the selling points of the Sony a33 & Sony a55 – both models are using the translucent mirror technology which had been used on some previous film cameras. So, technically these new models are now being called as DSLT (Digital Single-Lens Translucent Camera) instead of DSLR (Digital Single-Lens Reflex Camera). It allows both the A33 & A55 bodies to be smaller and lighter than the usual Sony Alpha models. There are also less moving parts, so you don’t have to worry about mechanical mirror moving about inside your camera any more. And because the mirror doesn’t have to move, the Sony a55 can shoot up to 10 frames per second which is considerably fast. And due to its translucent mirror technology, you could get quick & constant autofocus in video on objects moving at up to speeds of 50km per hour. The articulated screen on the Alpha A55 and A33 is an unusual thing to see in a dinky DSLR like the Alpha A33/A55 (good for you camwhores out there lol).

Now if I go on talking about the plus points of this camera which you could find it all over in Google, I’m sure you’re just gonna scroll down to the end and then click the X button on your tab window.
So, here comes my verdict…
Sony will be hoping that the quick autofocus for video, the faster frames rate and other features like 15 point AF will help them win the battle against other conventional rivals. With their affordable pricing, I’m sure they would have no problems with that. However, I’m not too used to the Electronic Viewfinder (EVF) on these cameras; the RGB tearing in the EVF is difficult not to notice as mentioned by Albnok. The RGB tearing somehow bothers me and I would certainly prefer the traditional optical viewfinder instead (though I like that the EVF gives you 100% coverage as you see in full-frame cameras). Another turn off for me is that it doesn’t allow manual controls during video mode (means you’re unable to control shutter speed, aperture nor ISO for video recording; all fully auto) Even the Canon EOS 550D allows manual controls, why not this new a33 or a55? However if you’re not so much into all these manual controls and you just want to be able to record great HD quality videos on-the-go with superb autofocus while recording, this is a great camera to go with. Another plus point is that, Sony’s Super Steady Shot Inside function works for video recording too; which means it helps in preventing your video looked like one of those shaky Cloverfield alike movies, well unless you purposely shake the camera up down left right everywhere lol.
Anyway, below are the retail prices announced for the Sony Alpha a33 & Sony Alpha a55:
Sony SLT-A55V = RM2499
Sony SLT-A55V + Sony 18-55mm F3.5-5.6 DT SAM = RM2799
Sony SLT-A33 + Sony 18-55mm F3.5-5.6 DT SAM = RM2399
Sony SLT-A33 + Sony 18-55mm F3.5-5.6 DT SAM + Sony 55-200mm F4-5.6 DT SAM = RM2699
These models will be launched in September / October 2010

Rejoice?