The replacement for the Sony Alpha 700 DSLR will be announced this afternoon at the photokina show in Germany, according to the AP technical team. And it could be using the same translucent mirror system as the Alpha 33 and 55.

This is what Sony has to say about it:

A-mount system interchangeable lens digital cameras

Shown for the first time in Europe, Sony exhibits a new advanced segment camera (prototype) that uses Translucent Mirror Technology. Aimed at photo enthusiasts and step-up amateurs, the new α model builds on the powerful creative possibilities of the first translucent mirror cameras from Sony, the α55 and α33, also on display. Unlike conventional DSLR cameras, this innovative design enables super-fast shooting responses with continuous AF during stills and HD video shooting in a compact body.

The company is also set to show a new 500mm telephoto lens, 4 new lenses from the NEX system as well as a new NEX flash unit. A firmware update for the NEX cameras is set to reassign some of the function buttons, and Sony may announce new body shapes for the NEX system for next year.

More details to follow later today.

Sony at Photokina 2010: Prototype / pre-production model display

A-Mount series interchangeable lens camera

Camera body

· Advanced model

・ Translucent Mirror Technology

・ Exmor APS HD CMOS Sensor

・ AVCHD Full HD video


· Standard zoom lens suitable for advanced model

· Telephoto Lens (500mm F4G)   


· Flash  

· Vertical grip

E-Mount series interchangeable lens camera

Camera body

    ・Color Variation Concept Models of NEX-5 and NEX-3


· Wide fixed focal length CZ                      available from 2011

· Telephoto zoom                                    available from 2011

· Macro                                                  available from 2011

· Portrait                                                available from 2011

· High performance standard zoom   G      available from 2012

· Wide zoom                                           available from 2012

· Mid-telephoto                              available from 2012


· Flash

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