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Ahead of Photokina next week in Germany, Sony is showing its hand, with lots of new cameras aimed at letting anyone capture the best image possible, whether they’re doing it with a small camera or one the size of your head.

The quality of a bigger sensor appears to be what Sony is aiming for with the announcement of the new cameras, with the larger full-frame sensor several new cameras shown this week.

Each appeals to a slightly different market, with professionals and enthusiasts the target of Sony’s upcoming releases highlighted today.

Sony’s first camera here takes aim at camera competitors Nikon and Canon, with the 35mm full-frame A99 digital SLR camera. It’s not like your regular DSLR, as like other Sony models, the mirror-box has been removed and replaced with Sony’s Translucent Mirror Technology, or TMT for short.

Magnesium is included in its body design, and without the lens and battery, Sony calls this the lightest 35mm full-frame interchangeable today, weighing 733 grams.

You can expect some high quality stills out of this thing, with a 24.3 megapixel CMOS full-frame sensor, capable of hitting ISO 50-25600, with 14-bit RAW, 19 points of autofocus, and Full HD 50p and 25p video recording, with continuous autofocus throughout the video capture. Video buffs will be pleased to know that an extra pack can be attached to the Sony A99 for adding XLR connections that professional microphones require.

The back of the camera won’t be like every large camera, with the optical viewfinder replaced with an electronic XGA “tru-finder” running on OLED offering 100% coverage and better brightness, as well as a multi-angle tilting 3 inch 1229k-dot screen.

Pricing will see the Sony A99 at $2999 RRP in October.

Now what if you want that full-frame camera in a much smaller body?

Sony is trying something different, merging a large full-frame sensor normally seen in high-end professional cameras with a much smaller body.

Sony’s CyberShot RX1 is being suggested to photographers and enthusiasts, marrying the A99’s full-frame 24.3 megapixel sensor with a compact body and Carl Zeiss Sonnat T* 35mm f/2.0 prime lens.

It’s the first time such a physically big sensor has been paired with such a small device, and with a weight of 482g once the battery and memory card have been loaded, could tempt quite a few people.