By Claire Reilly

SYDNEY, NSW: Sony has added two new cameras to its digital imaging offering with yesterday’s launch of the Alpha NEX-C3 and the Alpha A35.

The Alpha NEX-C3 is the “world’s smallest, lightest interchangeable lens camera” according to Sony, and features an effective 16.2 megapixel resolution and 720p HD video recording, as well as a 7.5cm Xtra Fine LCD screen with TruBlack technology.

Targeted at those who might not be experts in photography, the camera's Photo Creativity user interface uses simple terms such as “background defocus, brightness and colour” to replace the more technical “aperture, exposure value and white balance”, a Sony spokesperson said.

It also features Picture Effect settings that allow users to add camera effects to pictures while shooting, rather than in the editing process afterwards. With a weight of 225 grams, the NEX-C3 is lighter than its predecessor the NEX-3, and the camera’s “image quality, functions and usability…also surpasses that of the NEX-3,” according to the spokesperson.

The Alpha NEX-C3 will be available from July 2011.

The Alpha NEX-C3 has an RRP of $849 for the single lens camera, and $999 for the twin lens.

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Joining the NEX-C3 is the Alpha A35, which uses Translucent Mirror Technology that allows “high-speed shooting with responsive, accurate continuous autofocus – whether you’re shooting stills or Full HD movies,” according to Sony.

As with the NEX-C3, the A35 records Full HD video and features an Xtra Fine LCD screen and Picture Effect settings. It also features Tele-zoom High Speed Shooting – an innovation that is new to the Sony range with this camera – which gives approximately 1.4x of effective magnification while shooting at up to 7 frames per second.

“Providing continuous tracking autofocus of still or moving objects, it’s ideal for capturing fast-moving sports, children’s faces or distant subjects with a high-speed burst of frames,” according to Sony.

Other features include Partial Colour effects, which allow users to pick up one colour in a picture whilst shooting the rest of the frame in monochrome, and a gutsy battery that offers approximately 440 shots between charges – a 30% increase on the camera’s predecessor.

The Alpha A35 will be available from July 2011.

The Alpha A35 has an RRP of $749 for the body only, $949 for the single lens camera and $1,199 for the twin lens camera.