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Sony Announces New 'Alpha' Brand of Digital SLRs

Line will launch this summer.

Big Picture
Sony has announced that its new digital SLR line will be branded a (pronounced "alpha," the first letter in the Greek alphabet). In addition, Sony has adapted the "a mount system" name for the Maxxum/Dynax lens-mount system, developed by Konica Minolta Photo Imaging.

Earlier this year, Sony announced that it had purchased from Konica Minolta all assets relating to its digital SLR cameras, including cameras, lenses, and accessories. In addition, Konica Minolta consigned all customer-service operations for its cameras and related products to Sony as well. In a press release, Sony says that, " "? the first letter in the Greek alphabet "?carries the meaning of 'beginning' and 'essential,' [and] was chosen to reflect Sony's enthusiasm for entering the digital SLR market."

The company is set to begin worldwide introduction of the new digital SLR line this summer. Sony has already set up a specific Web page for the new cameras: www.sony.net/dslr.


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