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Sony Announces Alpha D-SLR Brand

Sony got the promotional ball rolling for its forthcoming digital SLR with the announcement of a new sub-brand in its digital camera lineup.

The d-SLR will be branded alpha (signified by the Greek symbol) for “beginning” and “essential,” the company said. The camera and related accessories are expected to launch this summer.

The camera will blend technologies, such as the Maxxum lens mount system that Sony acquired from its purchase of Konica Minolta, with its own proprietary CCD and CMOS image sensors, Sony said.