Sony's new α digital SLR camera A37 makes a dynamic debut

Professional-level photography is now easy for beginners!* Sony has launched its new α translucent mirror digital SLR camera A37, featuring a lightweight body weighing just 448 grams and built-in 16.1-megapixel Exmor APS HD CMOS sensor with a wide ISO sensitivity range of 100–16000, delivering outstanding low-light performance. It boasts the highest specs in its class with a 15-point, three-cross autofocus system, full-time autofocus, and 7 fps continuous shooting, plus automatic face detection and subject tracking—ensuring sharp focus and clear shots even if the subject suddenly turns or moves. To meet diverse creative needs, the new model includes Sony’s proprietary technologies such as Clear Image Zoom, which offers the convenience of a teleconverter; Auto Portrait Framing, which crops portrait shots according to the golden ratio; 15 fun photo effects; and Auto Scene Recognition. With an easy-to-use electronic viewfinder and a tiltable screen, entry-level DSLR users can get started effortlessly and enjoy the boundless fun of advanced photography.

The high-image-quality α digital SLR camera A37 features a 16.1-megapixel Exmor APS HD CMOS sensor and the latest-generation BIONZ image processor. It uses the most powerful autofocus system in its class with up to 15 points and three cross-type sensors, enabling full-time autofocus and subject tracking for both still and moving images. Coupled with Priority AE mode for continuous shooting at speeds up to 7 fps, it can easily capture fast-moving subjects like running children or dancing performers. The new model also excels in low-light photography, with an ISO sensitivity of up to 16000 and a wider sensitivity range. Combined with SteadyShot™ INSIDE in-body image stabilization, backlight compensation, and built-in lens shading compensation technology, users can capture clear, low-noise images even in dim lighting without needing a flash or tripod. Additionally, it supports Full HD video recording with AVCHD encoding, preserving every moment of important events in high definition.

Beyond precise framing and fast autofocus, the A37 also meets users’ needs for creative shooting. Its new Portrait Auto Cropping function intelligently trims photos to a professional-grade portrait composition using the golden ratio, producing images with clear tonal gradation—no need to spend extra time adjusting angles, every shot looks professional. Using Sony’s proprietary ultra-high-resolution pixel technology, users can freely adjust 2x Smart Zoom, functioning like a built-in 2x teleconverter. This allows photographers to capture distant subjects with limited lenses, even turning a prime lens into a versatile zoom. It's an essential tool for mastering photography fundamentals. With 15 creative photo effects—including Soft Focus, Retro Photo, and Toy Camera—users can freely express their shooting creativity. Alternatively, they can take advantage of 11 advanced auto scene modes that adapt to different environments, unlocking the camera’s powerful capabilities to create truly unique images.

Additionally, the user-friendly A37 is the lightest and most compact translucent mirror digital SLR camera available, with a body weight of just 448g—significantly reducing the strain of extended use. It features an LCD screen that tilts up and down, allowing for easy viewing from multiple angles, or users can utilize the 100% field-of-view XGA OLED Tru-Finder...^TMelectronic viewfinder for quick, accurate framing and instant capture of the scene before them. From intuitive built-in functions to its lightweight design, the A37 helps first-time DSLR users get up to speed quickly, making it the most beginner-friendly entry-level digital SLR camera on the market.

SONY

www.sony.com.tw