Four compact lenses, super-slim external flash and colour-coordinated lifestyle accessories

• Portrait lens DT 50mm F1.8 SAM
• Two versatile telephoto zooms: DT 18-55mm F3.5-5.6 SAM and DT 55-200mm F4-5.6 SAM
• Ultra slim, easy-to-use flash HVL-F20AM – ideal flash commander for α900
• ‘Handbag’-style carry case, wrap cloth, hand strap and lens cap holder in attractive co-ordinated colour finishes
• 1:1 macro lens DT 30mm F2.8 SAM (Autumn 2009)


It’s never been easier for keen amateurs and step-up photographers to explore the creative possibilities of their α digital SLR camera.


A choice of affordably-priced new accessories makes the perfect match for easy-to-use new α380, α330 and α230 models. Four compact interchangeable lenses are joined by a beautifully slim, light external flash that’s ideal for everyday shooting, family gatherings and fun-filled trips away.


There’s also a wider choice of lifestyle-oriented accessories, beautifully styled to look great while they’re protecting your α digital SLR.


Portrait lens DT 50mm F1.8 SAM

The SAL50F18 is a light, bright portrait lens offering superb optical performance at a price that’s irresistible to first-time DSLR users. With a wide F1.8 aperture, it’s ideal for capturing crisp, beautiful portraits in natural light with smoothly defocused backgrounds. AF performance is quiet and precise thanks to the inbuilt Smooth Autofocus Motor (SAM).


DT 18-55mm F3.5-5.6 SAM and DT 55-200mm F4-5.6 SAM

There’s a growing choice choice of over 30 affordable, high quality lenses to exploit the limitless creative possibilities of α.


The range is expanded further with two light, affordable new zoom lenses. Both cover a useful range of focal lengths to expand creative options without weighing you down. The two new zooms also offer smooth AF operation thanks to an inbuilt Smooth Autofocus Motor (SAM).


The DT 18-55mm F3.5-5.6 SAM telephoto zoom is an ideal choice for everyday shooting.


It’s complemented by the DT 55-200mm F4-5.6 SAM telephoto zoom that draws distant subjects closer with a maximum focal length equivalent to 300mm (35mm equiv.)


HVL-F20AM ultra-compact external flash

Brighten up any moment with this versatile, easy to use external flash for your α digital SLR. Slim enough to slip into a shirt pocket, the HVL‑F20AM is an ideal add-on for anyone who wants an extra light source to supplement their camera’s pop-up flash.


Weighing less than 100g, the smartly-styled HVL‑F20AM folds down to keep a low profile when it’s not being used. Just pull the flash head up – it’s powered up and ready for use whenever it’s needed.


There’s also a handy switch to select Bounce flash operation. This gives indirect lighting for more natural results with portraits and other subjects that can get bleached out by direct light from an inbuilt flash.


The HVL-F20AM doubles as an ideal wireless flash controller for the full-frame α900. While Sony’s flagship DSLR does not have its own integrated flash, the HVL-F20AM can be used as an inexpensive trigger for wireless remote flash heads.


New lifestyle accessories

There’s now a wider choice of accessories to protect your α camera.


Adding a distinctively feminine touch to the α family, the LCS-TT10 is a new-concept carry case that is both functional and fashionable. There’s space inside for the camera plus kit lens and an extra lens as well as personal accessories. It’s finished in smart beige canvas, and features two side pockets plus a removable shoulder strap.


The new LCS-WR1AM is an ultra-soft, high-quality protective wrap that guards the camera and attached lens from scratches. Available in black, white or brown, it’s a funky alternative to carrying a standard camera bag.


It’s complemented by a new handstrap – also available in black, white or brown – that attaches to the camera body for comfortable, secure shooting.


The LCS-LC1AM is a lens cap holder for convenient storage of the lens cap, which can be mounted on the camera shoulder strap, grip, hand strap or belt (belt mount requires optional carabinier – not included). Also available in black, white or brown.


1:1 macro lens DT 30mm F2.8 SAM

Under development for Autumn 2009, the SAL30M28 makes 1:1 life-size imaging more accessible than ever before. This small, light macro lens opens up exciting new creative possibilities with a detail-packed view of the world in close-up. High quality optics can focus clearly on flowers, insects and other subjects from as close as 2cm away. There’s also an inbuilt Smooth Autofocus Motor (SAM) for quiet, precise AF performance.
Environmental Info

Sony is engaged in a constant review of its manufacturing, operational
and business practices to ensure that its products are developed in an environmentally responsible way.

This approach can broadly be divided into three areas:




Halogenated materials can pose a risk to the environment if disposed of improperly. To minimize this risk, halogen-free flame retardants are used for certain printed circuit boards.


The Cybershot HX1 body is made from 100% recycled plastic.




The extended user manual is provided electronically on CD-ROM to reduce paper use.

Product packaging is made from 100% recycled paper to reduce the impact on the environment. VOC (Volatile Organic Compound) – free vegetable oil based ink is used to print the carton.



Sony is determined to lead the way as a responsible manufacturer, and as a result we are focussing on three key areas of investment:

1.      Reducing CO2 gas emissions

2.      Increasing the percentage of renewable energy  used in manufacturing facilities

3.      Minimising the resources used by our factories in manufacturing


For more information, please contact your local PR manager or:

Silke Schild, Corporate Communications, Sony Europe  / +44 (0)1932 816 507


About Sony Europe

About Sony:

Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the world’s leading digital entertainment brands. Sony recorded consolidated global annual sales of EUR 55.44 billion (yen 8,871 billion) for the fiscal year ended March 31, 2008, based on an average market exchange rate for the same period of yen 160.0 to the EUR. It employs approximately 180,500 people worldwide.

In Europe, the Sony Group recorded consolidated annual sales of EUR 12.73 billion (yen 2,328 billion) for the fiscal year ended March 31, 2008. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company’s European electronics business and registered consolidated sales of EUR 9.55 billion for the same period.

For more information on Sony Europe, please visit and
“Sony”, “α” are registered trademarks or trademarks of Sony Corporation. All other trademarks are trademarks or registered trademarks of their respective owners.