MODERN Electronics Company Ltd, a subsidiary of Al Faisaliah Group Holding Co., the exclusive distributor of Sony's products in Saudi Arabia, unveiled the Alpha SLT-A37 camera with translucent mirror technology. Light and easy to use, the new Alpha SLT-A37 broadens artistic options for anyone who is stepping up from a point-and-shoot compact camera. Unique to Sony, translucent mirror technology delivers a potent combination of speedy shooting, non-stop phase detection autofocus and continuous live image preview, in all modes including full HD video (50i/25p). The precision 3-cross 15-point AF system with tracking autofocus keeps faces and fast-moving subjects in sharp focus. Translucent mirror technology also lets the SLT-A37 grab split-second action with a burst of sharply-focused images. Tele-zoom Continuous Advance Priority AE mode magnifies the central portion of the sensor's image, delivering a crisply-detailed burst of still images at up to seven frames per second. Framing and focusing is made easy through the high-resolution Tru-Finder that matches or exceeds the abilities of many optical viewfinders. With a high 1,440k dot resolution, excellent contrast and 100 per cent field of view, the high-performance electronic viewfinder offers the same detail and clarity as the recently-launched SLT-A57. It is also equipped with a special mode to assist comfortable Tru-Finder operation for spectacle users. The 16.1 effective megapixel Exmor APS HD CMOS sensor inside the SLT-A37 captures finely-detailed stills and Full HD video that are low noise. It is teamed with the latest BIONZ image processor that extends sensitivity to a generous ISO 100-16000 range, broadening options for atmospheric low-light shooting without flash. Shared with all Alpha SLT cameras, Steady Shot INSIDE cuts the effects of camera shake by up to 4.0 stops for clearer handheld images with any A-mount lenses. Adjustments to exposure and other creative picture settings can be previewed in real time, either via the Tru-Finder electronic viewfinder or the tilt-angle 6.7cm (2.7-inch) Clear Photo LCD screen. Superior Auto mode intelligently recognizes a wide range of scenes and subjects, adjusting settings with the skill of a seasoned photographer. The SLT-A37 helps inexperienced photographers craft top-quality portraits without effort. Auto Portrait Framing mode identifies the sitter's position, trimming the scene to create beautifully composed, high resolution portraits using the compositional 'rule of thirds'. Unique to Sony, By Pixel Super Resolution Technology ensures that cropped, zoomed portraits retain a full pixel count to maintain quality levels. The Alpha SLT-A37 camera will be available in all Sony World Showroom in the Kingdom and Sony's IT dealerships across the Kingdom. – SG
