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Sony Cybershot DSC-W90

Ralf Jurrien
PMA 2010 Report
Friday 2nd, March 2007
Posted by: Ralf Jurrien

Designed to make photo-viewing crystal clear, Sony announced the DSC W90 digital camera featuring a high-definition component output. This new Cyber-shot W-series camera offers direct connection to an HDTV, which is ideal for integrating full 1080 HD photo-viewing into a home theater. The Cybershot DSC-W90 is a 8-megapixel digital camera, and features a Carl Zeiss optical zoom lens; traditional, eye-level viewfinder; and a large, 2.5-inch LCD screen wrapped in a sleek metal body. The Sony Cybershot DSC-W90 camera will be available in March for about $300 in black and silver. Options will include batteries, travel chargers, lenses, filters, sports packs and cases. Pre-orders begin on Feb. 28.

Sony Cybershot DSC-W90

Sony DSC-W90 - High Definition
“As HDTV becomes more pervasive in American households, it is only natural to want to view all of your content in high definition, including photos,” said Phil Lubell, director for digital cameras at Sony Electronics. "Our new Cybershot W90 digital camera supports a shift in customer behavior - from viewing digital photos on a PC to having a full entertainment experience in the living room.”

Sony W90 - Accessory options for hihg definition photo viewing
Sony is offering three accessory options to begin enjoying high-definition photo viewing. The new Sony Cybershot W90 is compatible with the Sony VMC-MHC1 high-definition component cable for simple connection to an HDTV set. The Sony DSC-W90 camera can also be used with the new Sony CSS-HD1 high-definition Cyber-shot Station, which comes with the component cable. You can connect the camera to the station just one time, and it will also work as a charger for the camera. The Sony Cybershot DSC-W90 further features a built-in slide show function. You can play back your images with pans, fades and wipe transitions set to your choice of music clips.

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Sony Cybershot W90 - Face detection technology
With this Cybershot camera, you can be more confident in your ability to take properly-exposed, sharp photos. The W90 camera incorporates Sony’s new face detection technology, which can identify up to eight faces in the camera’s LCD frame, and automatically adjust white balance and flash as well as focus and exposure.

Sony Cybershot DSC-W90 - Multi-point auto focus
If you decide that the flower arrangement should be in the picture as well, the new multi-point auto focus (AF) feature can automatically determine the right focus of up to nine points in the camera frame, rather than focusing on what is in the middle of the frame.

Sony Cybershot DSC-W90

Sony DSC W90 - Super Steady Shot optical image stabilization
You can easily knock out blurry photos, especially in challenging low-light conditions. The Sony W90 digital camera incorporates Super Steady Shot optical image stabilization to safeguard against blur caused by camera shake. Its high sensitivity (up to ISO3200) settings can help to fight blur associated with fast-moving subjects. Sony's Clear RAW noise reduction technology will minimize picture noise common to images shot at high ISO levels.

Sony Cybershot DSC W90 - In-camera photo editing
The new Sony Cybershot W-series model incorporates a selectable in-camera editing function that can save you from hours of post-editing time at the computer. Equipped with Sony’s Dynamic Range Optimizer, the camera can analyze captured image data and instantly determine the best exposure and tonality of each picture before JPEG compression. Other helpful in-camera functions include red-eye correction and retouching effects. You can create artistic photos with the soft edge filter that emphasizes a focused subject by blurring the background. The partial color filter highlights the subject by letting it remain in color while making the background black-and-white. Photos can be enhanced with the cross filter that adds four-point star effects to the light in an image, and enlivened with the fish-eye filter for an amusing fishbowl effect.

Sony Cybershot W90 - Bionz processing engine
The Sony Cybershot W90 is powered by the Bionz processing engine, first used in Sony’s Alpha digital SLR camera system. This newly-added circuitry delivers the fast image processing speeds needed to produce color rich, detailed pictures for true high-definition photo viewing. The Bionz engine also helps to speed up the cameras’ response times and extend battery life. On a full chare, the DSC-W90 camera can shoot up to 350 shots. The Sony Cybershot DSC-W90 camera will be available in March for about $300 in black and silver. Options will include batteries, travel chargers, lenses, filters, sports packs and cases. Pre-orders begin on Feb. 28.

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The PMA show, or Photo Marketing Association, continues its yearly tradition of maintaining a network of photo imaging as well as the experience and know-how of the industry. The PMA represents 20,000 members from over 100 countries, who are all active within the imaging industry. As a reflection of the changes in the market, the PMA organization has also changed and has become more diverse. Nowadays, the member group consists of representatives coming from photo retail, manufacturers, commercial photo labs, professional sports and news photography, in addition to small album print suppliers and photo processing centers. The PMA 2012 Trade show focuses on an industry which is heavily affected by the unstable situation of the global financial economy. However, whether the latter will also stand in the way of the innovation and product introductions, remains to be revealed by the PMA International Convention & Trade Show in Anaheim Convention Center (California, US).