Sony adds to its Alpha DSLR camera line the latest Alpha A57 camera with Translucent Mirror technology. replacing the one-and-a-half year old Alpha A55. According to Sony, the Translucent Mirro design directs incoming light to the CMOS image sensor and the AF sensor at the same time, allowing full-time continuous AF during both still and video shooting. The DSLR packs a 16.1 Megapixel APS-C Exmor APS HD CMOS sensor and  a latest-generation BIONZ engine. It offers an ISO range from 100 to 16,000 and extendable to up to ISO 25,600.

Unlike other gadgets, rugged digital cameras can be very stylish and slim. Sony shows you its latest creation, the Cyber-shot DSC-TX20, a ultra slim, stylish yet rugged digital camera ideal for everyday adventures, from skiing to trips to the beach or pool. The TX20 is waterproof up to 5 meters, shockproof up to 1.5m, freezeproof (up to 14F) and dustproof.

Sony adds to its Cyber-shot lineup a new ultra slim digital camera, the DSC-TX66 that measures just 12.2mm at its thinnest part, which is about the thickness of a standard AA size battery. The camera sports a 18.2 Megapixel Exmor R CMOS image sensor and a 5x optical zoom lens. It features super fast AF speed of approximately 0.13 second in daylight, 0.25 seconds in low-light, and packs BIONZ high-speed image processor. The TX66 also includes Extra High Sensitivity technology for enhanced low light performance.

Sony Cyber-shot DSC-HX10V

Other than the the high-end HX200V and mid-range HX20V and HX30V, Sony will also release in March the more affordable DSC-HX10V and DSC-H90 long zoom cameras. They are equipped with 16x optical zoom lens, and the HX10V includes Clear Image Zoom technology to extend zoom range to up to 40x. The HX10V packs 18.2 Megapixel Exmor R CMOS image sensor and BIONZ image processor, while the H90 gets 16.1 Megapixel Super HAD CCD sensor.

Along with the 30x zoom Cyber-shot HX200V, Sony also brings the more compact Cyber-shot DSC-HX30V and DSC-HX20V camera with 20x optical zoom. They are equipped with 18.2 Megapixel Exmor R CMOS image sensor, 20x optical zoom lens and BIONZ processor that rapidly analyzes the Extra-High Sensitivity data from the sensor. With Clear Image Zoom technology, they can even provide 40x zoom. Each of them has a 3-inch LCD display and offers HDMI output.

For those who are looking for a super long zoom camera, here comes another choice. Sony’s new Cyber-shot DSC-HX200V, successor to the HX100V, is the company latest ultra zoom camera featuring a 30x optical zoom lens (27-810mm in 35mm format). Using Sony’s Clear Image Zoom technology, the zoom range can be extended by 2x, providing 60x zoom.

Sony Cyber-shot DSC-W650 Red

Sony adds three new entry-level Cyber-shot point-and-shoot digital cameras – the DSC-W610, DSC-W620 and DSC-W650. All of them feature Sony’s 360 Sweep Panorama mode for users to capture seamless 360-degree panoramic images with one easy “press and sweep” motion. Their Intelligent Auto mode automatically optimizes camera settings based on outside shooting environment.

Sony Cyber-shot DSC-WX70 Violet

Along with the waterproof TX200V, Sony also brings the new Cyber-shot DSC-WX70 and DSC-WX50 compact stylish digital cameras. Both models are equipped with 16.2 Megapixel Back-illuminated Exmor R CMOS image sensor and an improved BIONZ image processor to deliver enhanced low-light performance and auto focus speeds. They former comes with a 3-inch Xtra Fine LCD touchscreen while the latter gets a smaller 2.7-inch Clear Photo LCD display.

Sony is launching the new Cyber-shot DSC-TX200V, a compact, slim, stylish and rugged digital camera. The new shooter is waterproof to 5 meters (16 feet), freezeproof to 14°F and dustproof. It features a new reinforced glass design on the front and a sleek, compact design that fits the slimmest pocket or purse. The TX200V, follow-up to the TX100V, sports a 18.2 Megapixel Exmor R COMS image sensor, and a new BIONZ processor that combined to deliver low-noise images; and a 5x optical zoom lens with Clear Image Zoom technology that boosts the zoom range to 10x.

Sony adds to its NEX line of compact interchangeable lens camera the new NEX-5N model housed in a rugged light magnesium alloy body measuring just 23.3mm at its slimmest point. The new 5N is equipped with a 16.1 Megapixel Exmor APS HD CMOS image sensor and Sony’s BIONZ image processing engine.