In the lead up to Photokina in September, the world’s camera companies are scrambling to show their new ideas before anyone else. Sony is up this time with a clearly different concept.

Sony’s A55 and A33 digital SLR models are the first in the world to use “Translucent Mirror Technology,” an idea that takes the traditional mirror found inside single-lens reflex cameras and replaces it with one that is fixed and translucent.
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Because the mirror can send light to both the viewfinder and the sensor simultaneously, images can be shot more quickly than ever, with up to 10 frames per second on the A55 and up to 7 on the A33.
Both models are introducing auto-focus during Full HD 1080p video capture, with stills being recorded at 16.2 megapixels on the A55 and 14.2 megapixels on the A33.
There’s also a 3-inch articulating screen with automatic brightness control, Live View viewfinder coverage with 100% frame coverage, low light sensitivity up to 25600, and even 3D Sweep Panorama mode as found on the Sony NEX mirror-less interchangeable lens cameras released earlier this year.
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We’re not too sure we agree with Sony’s claim that these new cameras have the “World’s first Quick AF Full HD movie shooting” given that last week’s announcement of the Nikon D3100 digital SLR beat them to the punch.
We’re currently following up this with Sony and should have some answers shortly.