Already famed for its Cyber-shot range of digital compacts, Sony has thrown a new iron into the fire with the announcement of its new brand of digital SLR cameras.

Already famed for its Cyber-shot range of digital compacts, Sony has thrown a new iron into the fire with the announcement of its new brand of digital SLR cameras.

The ‘alpha’ brand name will grace Sony?s upcoming DSLR debut, and marks a decisive move into the SLR camera market on behalf of Sony. Announcing the news, the company said that it had chosen alpha, the first letter of the Greek alphabet, to reflect its ?primacy in an exciting new world of digital imaging.?

The alpha brand aims to clearly differentiate Sony?s new DSLR line-up from the company?s Cyber-shot compact camera brand. Alpha and Cyber-shot products will continue to be marketed by Sony under the two distinct brands, with the first wave of SLR products due to hit stores this summer.

Find out more information at www.sony.co.uk