If the snafus of camera makers over the last week have proven anything, it's that once the cat's put back in the bag, it isn't long before it's out again to stay. Within hours of reports yesterday that Sony intended to introduce an new prosumer digital SLR, the company indeed did so.



The specs for the new Alpha 700 were consistent with those in premature reports about the model, but with the official announcement we have some interesting nuggets that the early responders were unable to obtain.

For example, the 12-megapixel camera can capture full resolution pics at five frames a second. Ordinarily, that's a good clip, but since Casio's announcement last week of a 60 frame-per-second camera-albeit at a max resolution of six megapixels-five frames a second is a yawner.

The integration of the unit's HDMI feature with Sony's Bravia TV line is also interesting. When the camera is connected to the HDMI port on the TV, the device will automatically recognize the camera and switch the TV into a mode designed to display still images in glorious high-definition.

Sony has about a seven percent share of the global digital SLR market, a paltry amount when you consider that Canon's share is almost 47 percent and Nikon's is 33 percent. According to reports, Sony hopes this new DSLR will boost its share to 10 percent.

Targeted at the mid- to high-end of the market, the camera, expected to reach the shelves in October or November, will have a body-only price of $1400; bundled with an 18-70mm (equivalent) zoom, $1500; and later, a bundle with a 16-105mm (equivalent) will be offered for $1900.