Two powerful, feature-packed αDSLR cameras from Sony make it easier than ever to capture beautiful pictures, carefree family portraits, stunning holiday memories and action-packed scenes. The α550 (14.2 megapixels) and α500 (12.3 megapixels) incorporate advanced Sony technologies that combine the spontaneity and freedom of Live View shooting with exciting new features, that help you realise your creative vision.

"The new α550 and α500 Digital SLR cameras are designed to encourage consumers to take their photography skills to the next level," said Maurice Satya, Product Manager for α DSLR at Sony Australia. "With brilliant high resolution detail, enhanced Live View features, high speed continuous shooting and a new Auto HDR function, the α new range makes beautiful photos effortless to capture."

At the heart of both cameras is a new, unique to Sony, Exmor CMOS sensor that ensures crisp lownoise images, packed with fine detail and vibrant colours. Sharing powerful on-chip noise reduction techniques with the full-frame α900, this advanced sensor works with processing algorithms handled by the newly developed high-speed BIONZ™ engine, to deliver premium images plus razor-sharp shooting responses. Dramatically reduced picture noise now allows super-sensitive shooting at up to ISO12800, achieving great results when shooting handheld, especially in challenging situations such as low lit interiors.

Thanks to the powerful BIONZ image processing engine, Quick AF Live View now supports even speedier shooting responses with rapid, precise autofocus. This makes it easier than ever to capture beautifully relaxed portraits, dynamic action shots and more.

Powered by the BIONZ image processing engine, fast-moving action can now be captured effortlessly with faster continuous shooting speeds. Sustained shooting speeds of up to 4 fps can be achieved in Live View Mode and up to 5 fps with the optical viewfinder. New Speed Priority mode on the α550 raises the bar further still, shooting at an incredible 7 fps (with AF and AE setting maintained from the first frame). It’s a powerful creative tool for capturing the nuances of a portrait subject's changing expression, or dynamic action sequences.

Creative options are broadened by new Auto HDR mode that captures a huge range of shadow and highlight detail in landscapes, interiors and other scenes. Previously accessible only to enthusiasts equipped with a tripod and image processing software, HDR (High Dynamic Range) is a specialist technique that combines two or more frames shot at different exposure settings. The α550 and α500 use powerful algorithms to combine and optimise two successive frames in only two seconds, correcting any misalignment between frames when shooting handheld, which is a Sony unique technology. The result is a single HDR image emulating the huge natural tonal range of human vision – with no PC or tripod needed.

The D-Range Optimiser featured in previous DSLR models has been enhanced for even better results when shooting backlit portraits, or other tricky high-contrast scenes. The powerful BIONZ engine now optimises image data in real time, even in continuous shooting mode, processing brightness and contrast in individual areas of each exposure for balanced, natural looking results. Optimisation can also be selected manually from five processing levels.

The α500 offers a crisp, high-contrast three inch Clear Photo LCD Plus screen with a 180 degree tilt range for clear, comfortable composition and reviewing shots.

The α550 features a superb (921k dot) 3-inch Xtra Fine LCD screen for critical focusing and photoquality viewing, with class-leading colour, contrast and detailing. The screen tilts up or down over a full 180 degree range, allowing uncompromised 'free-angle' live view shooting in any position. An ambient light sensor automatically boosts LCD brightness for extra screen clarity when surrounding light levels are high, while both cameras also feature a clear, bright optical viewfinder with wide 95 percent field coverage for framing and focusing as an alternative to live view shooting.

In a DSLR debut, Quick AF Live View now features Face Detection, prioritising AF on people's faces and fine-tuning exposure/white balance settings for crisp, beautiful portraits with natural skin tones. Another DSLR first by Sony is Smile Shutter, already featured on many Cyber-shot models, Smile Shutter detects faces in Live View mode, automatically firing the shutter at just the right moment to capture happy, relaxed smiles.

A special new Manual Focus Check Live View mode assists with fine-tuning your composition. Low noise images can be previewed directly from the CMOS sensor, allowing critical assessment of focus and fine detail, even in low light. The live image offers 100 percent field coverage, assisted by framing grid lines for precise composition. There is also a selectable 7x/14x zoom function for a close-up confirmation of focus.

Operation of both cameras is brilliantly simple, thanks to a redesigned on-screen interface that provides easy access to functions and settings during live view operation. A unique Graphic Display gives a clear, intuitive indication of how shutter speed and aperture adjustments will affect the final image.

A Smart Teleconvertor button instantly boosts image size by 1.4x or 2x to extend your camera's zoom lens range further, for frame-filling close-ups.

Like all DSLR cameras by Sony, both new models feature SteadyShot™ INSIDE, the powerful optical image stabiliser that cuts the effects of camera shake by up to 4 EV steps while shooting handheld with any lens.