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Zoom in closer with new Cyber-shot cameras from Sony

28th February 2012 Print
Sony Cyber-shot WX100

Big, bold close-ups don't have to mean carrying a big, bulky camera. With this season’s latest Cyber-shot digital cameras from Sony, you can enjoy super-zoom performance and detail-packed images with less to carry.

Making its debut in the Cyber-shot HX20, WX100 and W690, an Advanced Aspherical (AA) lens boosts zoom range while allowing a far smaller lens body. The precision optical design adds an extremely thin lens element, increasing maximum magnification without compromising image quality or optical performance. With the WX100, this results in an impressive 10x optical zoom range in a compact camera that’s just 17.5mm thin at its slimmest part.

By Pixel Super Resolution technology (except W690, H90) doubles optical zoom range without sacrificing image quality or resolution. You’ll enjoy detail-packed close-ups – with up to 60x Clear Image Zoom on the HX200V – without the artificial blockiness that mars conventional digital zoom.

Complementing the new cameras’ exceptional zoom performance, Optical SteadyShot now offers enhanced image stabilisation when zoomed-in, both for still and movies. A refined gyro is teamed with optimised processing, adding the right amount of shake compensation for each scene. You’ll enjoy clearer, blur-free stills and videos, even at long focal lengths where camera shake is greatest.

Powerful features to widen creative shooting options

Extra High Sensitivity technology (except W690, H90) expands your photo opportunities, especially in dimly-lit conditions. Maximum sensitivity is now boosted to ISO 12800, giving more opportunities for spontaneous handheld shooting without flash. Thanks to the Exmor R CMOS Sensor and high-speed BIONZ processor, noise levels are significantly reduced compared with previous Cyber-shot models. You’ll see the difference with crisper low-light shots, from atmospheric portraits to interiors.

Spontaneous shooting options are widened further with high-speed autofocus that locks onto your subject in as little as 0.13 seconds in daylight (except W690, H90 and TX20). AF performance is also significantly quicker at 0.20 seconds in dim conditions (for WX100 at 3EV; actual AF speed depends on model and shooting conditions). You’ll be able grab even more of those special moments when other cameras struggle to focus accurately.

Superior Auto Mode (except W690, H90) takes the guesswork out of achieving professional results in virtually any situation. Detecting the current scene and shooting conditions, Cyber-shot automatically adjusts exposure and other camera settings for superb images with low noise and high dynamic range.


The new Cyber-shot line-up is headed by the compact, powerful HX20V featuring the AA lens and packed with advanced shooting features in a stylish, easy to carry body, making it an ideal travel partner. The highly-efficient Exmor R CMOS sensor with 18.2 effective megapixels is teamed with the latest BIONZ processor that assures flawless, low-noise images, even in low light. By processing each area of an image to achieve the optimal balance between noise and details, the adaptive noise reduction technology achieves a natural look with reduced noise. Ideal for action-packed scenes, fleeting portraits and close-ups, speedy shooting responses and quick autofocus (approximately 0.13 second in daylight and 0.21seconds in low-light at 3 EV) help you capture more split-second moments.

Other HX20V highlights include 20x optical zoom, AVCHD Full HD 50p video recording for super-smooth footage, artistic Picture Effect modes, 3D shooting and GPS. Advanced manual functions give exceptional creative control over producing beautiful Full HD video and stills.

Also available, the Cyber-shot HX10V is an even more accessibly-priced choice for versatile shooting with 18.2 effective megapixels and a 16x optical zoom range.


Just 17.5mm slim (at thinnest point), the beautifully styled Cyber-shot WX100 is the world’s smallest, lightest camera to offer a powerful 10x optical zoom range. It’s an ideal travel partner, covering a huge range of shooting possibilities from wide-angle shots to detail-packed close-ups.


With an ultra-powerful 30x optical zoom range and easy DSLR-style manual controls, the HX200V offers big-camera performance with the portability of a compact. It’s a showcase for latest Cyber-shot technologies like Full HD 50p video, Superior Auto, high-speed autofocus, Picture Effect, 3D shooting and quick AF speed (approximately 0.13 seconds in daylight and 0.21 seconds in low-light at 3 EV).


Ultra-slim and stylish, the TX20 is your perfect partner for everyday adventures, from skiing to trips to the beach or pool. Resisting water (to 5m), dust, freeze and drops from a height of 1.5m, it’s packed with advanced Cyber-shot technologies in a beautifully slim body.


Slim and refreshingly easy to use, the W690 brings distant subjects closer with its impressive 10x optical zoom lens. Enhanced Optical SteadyShot now offers improved image stabilisation that’s effective with both stills and movies. 360 Sweep Panorama lets you grab exciting all-round images at the touch of a button, while iAUTO takes care of adjusting camera settings for great results without fuss.


With a powerful 16x optical zoom range and 24mm wide angle, the Cyber-shot H90 handles a wide range of shooting situations, from landscapes to frame-filling close-ups. Your creative options are broadened further with enhanced Optical SteadyShot, iAUTO, 360 Sweep Panorama for exciting all-round views and Picture Effect for impressive in-camera image treatments.

Shoot faster, transfer quicker with the new Experience UHS-I 30MB/s & Expert UHS-I 94MB/s SDHC Cards

The rugged new range of SDHC cards by Sony are ideal for sustained burst shooting, Full HD video and 3D imaging. Resistant to water, x-rays, sweltering summer heat and freezing conditions, they’re perfect partners for the most gruelling photo or video assignment.

The range-topping Expert series can now achieve blazing transfer speeds up to 94MB/s*4 with the growing range of compatible UHS-I hardware, including the SLT-A77 Translucent Mirror camera. Also available for latest Cyber-shot models, the mid-range Experience series supports data rates up to 30MB/s*4. Both series come with free download of File Rescue software that allows recovery of accidentally-deleted photo/video files, even in 3D and Full HD.

Constructed with ‘SoRPlas’ Sony Recycled Plastic

The new Cyber-shot HX20V is partially constructed using ‘SoRPlas’ (Sony Recycled Plastic), a flame-retardant polycarbonate plastic that contains 99% recycled materials. SoRPlas exhibits excellent strength plus world-leading heat resistance and durability.

The new Cyber-shot HX20V, HX200VE, and H90 digital cameras by Sony are available in Europe from end April 2012. The Cyber-shot TX20 and W690 are available from mid-May 2012.

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Sony Cyber-shot WX100