I received following news from David Bejarano:

“Hello!
Once again I’m David Bejarano, Spanish forum administrator www.sonyalpha.es photography, I am pleased to announce the creation of profiles for our cameras alpha for Lightroom and Camera Raw:

APS-C
Tokina 11-16/2.8 para A700
Zeiss 16-80 para A700
Minolta 24-105/3.5-4.5D para A700:Próximamente
Minolta 70-210/4 “Beercan” para A700: Próximamente

Full frame
Minolta 20/2.8 RS para A850 (JPG)
Minolta 20/2.8 RS para A850 (ARW)
Minolta 24-105/3.5-4.5D para A850: Próximamente
Zeiss 24-70/2.8 para A850: Próximamente
Minolta 70-210/4 “Beercan” para A850: Próximamente
Minolta 80-200/2.8 HS-G para A850 (JPG)
Minolta 80-200/2.8 HS-G para A850 (ARW)
Minolta 100/2.0 para A850 (RAW): Próximamente
Zeiss 135/1.8 para A850 (JPG)
Zeiss 135/1.8 para A850 (ARW)

more info: http://www.sonyalpha.es/portal/noticias.item.166/perfiles-de-objetivos-y-camaras-sonyalpha.html

to download de profiles:

http://www.sonyalpha.es/portal/modules/smf/index.php?PHPSESSID=fe894af2e2a2d5bd6a9b888dc9674ee5;topic=50402.new#new”

Thanks David for sharing the news with us. You really did an awesome job Sonyalpha.es!

The NEX-5 can now go underwater! http://www.nauticam.com/news-detail.asp?id=25

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Via Imaging Resource we learned that the new NEX firmware will bring following improvements:

• Adds a user-selectable option to drop you back into whatever menu item you had last selected, vs. always taking you to the top of the menu system when you hit the Menu button. (A huge improvement in usability; one that frequently had us gnashing our teeth as we fiddled with the cameras many options while testing the prototypes.)
• Adds a user-selectable option to make the NEX menus wrap so scrolling off the bottom will take you back to the top entry again. (Not quite as important as the first change above, but this still removes an enormous annoyance.)
• Adds customizable buttons: A gigantic improvement for experienced users. The center button and lower-left button on the camera’s back (see illustration above) can now have a wide range of camera functions assigned to them. Sony reps at the press event didn’t have an exact number for how many functions could be assigned, but said it was “a whole passel” — potentially 20 or more. Configurable options include things like white balance, ISO, exposure mode, etc. The center button can have up to three functions assigned to it simultaneously, which can be selected by pressing multiple times or pressing and scrolling with the rear control dial. The lower left button supports just one function at once. Bottom line, you’ll be able to have up to four camera functions close at hand, rather than having to delve into the menu system.
• Aperture control in Movie mode: Probably the biggest single request from video shooters, the new firmware will let you control the aperture used during video shooting in two different ways. In Auto mode, whatever amount of “background defocus” you select in still-image mode will apply to video recording as well. Likewise, if you’ve selected Aperture Priority mode for still shooting, the same aperture setting will apply when you switch to movie recording.
• Support for A-mount Sony lenses with internal motors. Initially, the NEX cameras only supported the older A-mount lenses in manual focusing mode. The update will support autofocus operation with A-mount lenses that have internal focus motors. (We didn’t take time to do a full count, but we think that’s a total of about 12 lens models.) NOTE, though, that you actually have to upgrade the firmware in the lens adapter, as well as in the camera itself. (We were surprised to learn that the A-mount to E-mount adapter actually has a chip in it, to translate data between the lens and the camera body. As part of the update process, then, you’ll need to attach your Sony A-mount adapter to the camera, so the camera can update the adapter’s firmware.)

In an interview on CNET ASIA (via Noisycameras), Katsumoto said the SLT pro-model should arrive “within one year.”

How much higher up the line will Sony take the translucent mirror approach, also called a pellicle mirror? Katsumoto wouldn’t say, but it’s possible to use it on full-frame models whose sensors are as large as a frame of 35mm film for better light-gathering abilities than mainstream cameras with smaller sensors.

“It can be used for full-frame as well,” he said, but what Sony will do depends on customer needs. “Many people like the optical viewfinder, but from a technological point of view we think [translucent mirror designs] are better.”

It’s important to underline the fact that Sony said that they will focus on the customers need. So let’s do a poll to check what SonyAlphaRumros readers want!

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Via digitalcamerareview we learned that Mr. Toru Katsumodo (Senior General Manager in Sony’s Imaging division) said that: “the advanced model DSLR we were promised at PMA this year will use translucent mirror technology. Like the a55 and a33, this model will utilize full-time phase-detect AF with an electronic viewfinder for extremely fast focus and shooting performance. Other details revealed about the camera are that it will use a CMOS sensor and offer full HD video recording in AVCHD.”

A very good news: Sony confirmed that it is considering working with outside partners to develop E-mount adapters and lenses for the NEX system. A new NEX flash is under development as well!

One of our readers made the nice work labelling the lens mockups (Click on those thumbnails to enlarge):

Tons of new procuct renderings are available here: http://presscentre.sony.eu/content/detail.aspx?ReleaseID=6220&NewsAreaId=2

The Sony A77 mockup. Image courtesy Photographyblog

Good news folks! At Photokina you can see the A77 prototype with translucent mirror. Please send me some pictures of it if you are there :) Thanks! Sony also announced the development of new E-mount lenses including a wide fixed focal length CZ (ZEISS!) lens (available from 2011). They also announced the new NEX firmware (we already told you about that). The firmware update adds fresh functionality to the [shoplink 3003]NEX-5/NEX-3[/shoplink]. Autofocus operation is now supported when using A-mount SAM and SSM lenses with the optional LA-EA1 Mount Adaptor. There’s also a new custom function that allows assignment to buttons of frequently-used functions, plus a new function to record movies with setup aperture.

UPDATE: Images of the A77 prototype and new lenses are available on DPreview (Click here)!

Read the full press release:

Sony showcases digital imaging solutions at Photokina Prototypes of Advanced Model A-mount Camera and new E-mount lens roadmap are revealed

Sony showcases the unique creative possibilities of its full digital imaging line-up at Photokina. Highlights on the Sony stand in Hall 5.2 include latest additions to the α (pronounced ‘Alpha’) range of interchangeable lens digital cameras, Cyber-shot™ compact cameras, Handycam® HD camcorders, Bloggie™ Mobile HD snap cameras and S-Frame digital photo frames.

A-mount system interchangeable lens digital cameras
Shown for the first time in Europe, Sony exhibits a new advanced segment camera (prototype) that uses Translucent Mirror Technology. Aimed at photo enthusiasts and step-up amateurs, the new α model builds on the powerful creative possibilities of the first translucent mirror cameras from Sony, the α55 and α33, also on display. Unlike conventional DSLR cameras, this innovative design enables super-fast shooting responses with continuous AF during stills and HD video shooting in a compact body.

Also presented, new A-mount system accessories currently in development include a flash and Vertical Grip, plus standard zoom and telephoto lenses.

E-mount system cameras: NEX-5/NEX-3
The growing range of E-mount system cameras, lenses and accessories is on display at Photokina. The compact, beautifully styled [shoplink 3003]NEX-5/NEX-3[/shoplink] feature an APS-C size sensor, allowing photographers to capture DSLR-quality stills and video with the creative freedom of interchangeable lenses. On show are prototypes of seven new E-mount lenses that will be available during 2011 and 2012.

Available from mid-October, a firmware update adds fresh functionality to the NEX-5/NEX-3. Autofocus operation is now supported when using A-mount SAM and SSM lenses with the optional LA-EA1 Mount Adaptor. There’s also a new custom function that allows assignment to buttons of frequently-used functions, plus a new function to record movies with setup aperture.

Cyber-shot™ digital compact cameras
The Cyber-shot™ range of digital still cameras includes the feature-packed W series, the high-performance H series and the super-slim T series. Key Cyber‑shot™ features include AVCHD Full HD video, 3D Sweep Panorama and Superior Auto Mode for brilliant results in any shooting situation.

Handycam® HD camcorders
The Handycam® range of flash memory and hard disk drive camcorders unites Sony expertise in image sensing, digital processing and advanced optical design. The Exmor R™ CMOS Sensor on selected models boosts sensitivity for enhanced image quality with reduced noise, even in low-light. SteadyShot Active Mode features ‘3-way’ shake cancelling for more stable images at all zoom settings, even while walking.

Targeted at videographers and enthusiasts, the [shoplink 3058]Handycam® NEX-VG10[/shoplink] features an extra-large Exmor™ APS HD CMOS sensor for stunning images with cinematic depth-of-field effects. Compatibility with interchangeable lenses allows still photographers to fully exploit the creative possibilities of their existing lens collection (A-mount lenses require optional adaptor).

Bloggie Touch™ Mobile HD snap camera
The latest addition to the Bloggie™ family, the stylish “Bloggie Touch” MHS-TS20K features a super-size touchscreen, 360 Video shooting capability and built-in USB arm for easy PC transfers. Built-in software simplifies photo and movie clip sharing via online services like the newly-launched Personal Space by Sony.

S-Frame Digital Photo Frame
The full 2010 line-up of S-Frame digital photo frames includes models from 17.8cm (7”) to 25.9cm (10.2”) panel size. Flagship models now support AVCHD video playback with stereo sound. Other models include the D830L, a battery-powered portable photo album, and F800 that integrates a high-quality colour printer.

Sony at Photokina 2010: Prototype / pre-production model display

A-Mount series interchangeable lens camera
Camera body

• Advanced model
• Translucent Mirror Technology
• Exmor APS HD CMOS Sensor
• AVCHD Full HD video

Lenses

• Standard zoom lens suitable for advanced model
• Telephoto Lens (500mm F4G)

Accessories

• Flash
• Vertical grip

E-Mount series interchangeable lens camera

Camera body

• Color Variation Concept Models of NEX-5 and NEX-3

Lenses

• Wide fixed focal length CZ : available from 2011
• Telephoto zoom : available from 2011
• Macro : available from 2011
• Portrait : available from 2011
• High performance standard zoom G : available from 2012
• Wide zoom : available from 2012
• Mid-telephoto : available from 2012

Accessories

• Flash