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Sony wants you to move up from point and shoot cameras

San Diego, CA – Sony has launched three new digital SLR cameras aimed at first-time buyers looking to step up from point-and-shoot cameras.

The company says the 10.2 megapixel α230 camera is the lightest, most compact alpha DSLR camera body ever at 15.9 ounces. The 10.2 megapixel α330 and the 14.2 megapixel α380 cameras are also smaller and lighter than their predecessor models. All three feature image stabilization to reduce camera shake.

The α380 and α330 cameras offer Sony’s Quick Autofocus (AF) Live View technology, so you can frame photos on the camera’s LCD screen as well as in the optical viewfinder. The new cameras come with a 2.7-inch LCD screen that is easy to view even in bright sunlight. The LCD on the α380 and α330 models can be tilted up or down, making it easy to frame a subject from high or low positions, otherwise difficult to see using an eye-level viewfinder. 

All three cameras come with Sony’s first GUI, complete with on-screen help. They have an HDMI out for display on high definition TVs and can use both Sony’s proprietary Memory Stick and SD storage.

The cameras are set to ship in July and the α380L, α330L and α230L will cost about $850, $650 and $550, respectively with a standard zoom lens. Three new lenses and a flash complete the range.