The new α390 and α290 feature a comfortable ergonomic grip for increased usability combined with outstanding image quality.

Sony New Zealand presents its latest additions to the Alpha range, the α390 and α290. High quality, high resolution images are easily captured with the impressive 14.2-megapixel (effective) CCD image sensor and BIONZ image processing engine on the α390 and α290. Both cameras also sport a new ergonomic grip, making them ideal cameras for first-time DSLR users to snap photos on the go.

"With increasing consumer interest in professional photography, the α390 and α290 have been designed specifically for first-time DSLR users, allowing them capture professional quality photos without the steep learning curve," says Fleur Picot, Digital Imaging Product Manager, Sony New Zealand. “With the simple user interface and ergonomic body design on the α390 and α290, Sony continues to lower the barriers to entry for DSLR cameras, so more consumers can benefit from full DSLR functionality and easily achieve professional image results."

Small, light and easy-to-use
Dispelling the notion that DSLR cameras are bulky and heavy, the α390 and α290 are designed to be lightweight, compact and stylish, making it convenient for photography enthusiasts to carry with them at any time. The ergonomic grip design makes the cameras much easier for photographers to hold and use. In line with the grip design, buttons on the camera have also been laid out to ensure easy operation. Similar to its predecessors, the α390 and α290 are integrated with an on-screen Help Guide, Graphic User Interface and user-friendly navigation menus, so that users can maximise use of the camera's advanced DSLR features conveniently.

Responsive, variable-angle shooting
Featuring Sony's exclusive Quick AF Live View, the α390 offers users the speed and accuracy of phase-detection auto-focusing even when using the LCD screen to frame their subjects. The 390 also features a variable-angle 2.7-inch LCD screen that can be tilted 55° downwards and 135° upwards, offering more freedom in terms of shooting angles. This makes it easier for photographers to shoot images above the crowd during a free-standing concert and also comfortably take eye-level photos of pets and small children.

Capture high quality, high resolution images
Featuring a high resolution 14.2-megapixel (effective) CCD image sensor and BIONZ image processing engine, the α390 and α290 integrate a large APS-C type CCD sensor that has approximately 15 times the surface area of the 1/2.5-inch sensors commonly used in compact cameras, efficiently capturing light. This combined with the high-speed BIONZ image processor delivers vivid images that are rich in tonal gradation with low noise. ISO sensitivity on the α390 and α290 is also adjustable from ISO 100 to ISO 3200, enabling easy capture of photos in low-light environments and twilight scenes with minimal noise.

In addition, SteadyShot INSIDE image stabilization system is incorporated in the camera body, automatically countering unwanted camera shakes when capturing images on the move. Simplifying camera operation for entry-level photographers, image stabilization is on by default and the SteadyShot INSIDE system has been designed to work with any Alpha lens, so Alpha users will be able to enjoy capturing sharp photos any time.

Perfect for sharing
The α390 and α290 are each equipped with a mini HDMI terminal, allowing for faster data transfers and smoother playback. Sharing stunning DSLR photos with friends and family is now hassle-free as the cameras support PhotoTV HD, which allows playback of optimised Full HD images when connected to any compatible BRAVIA TV in photo mode. BRAVIA Sync compatibility makes sharing a breeze by allowing control of the Alpha cameras and a variety of HDMI-linked Sony devices by using just the remote of any compatible BRAVIA TV. Each camera also sports a dual memory card slot for SD and SDHC memory cards, Memory Stick PRO Duo^TM and Memory Stick PRO-HG DuoTM media, so compatibility is never an issue.

The new α390 and α290 will be available in New Zealand from the beginning of July 2010.

Models and price details are as follows:

Model	Price
DSLRA290L ALPHA SINGLE LENS KIT	$799
DSLRA290Y ALPHA TWIN LENS KIT	$1099
DSLRA390L ALPHA SINGLE LENS KIT	$1099
DSLRA390Y ALPHA TWIN LENS KIT	$1399