If Sony's previous offering of a DSLR, the a100 wasn't up to your very high photographic standards, then listen up.

The new DSLR-a700 is a 12.2 megapixel camera featuring Sony's new 'Exmor' CMOS sensor. The frame is built from tough and light magnesium so it can resist a tough life in the dust and damp.

Despite its pro-sumer price tag, Sony have put in a lot of effort to make the camera as easy to use as possible, with a large 3 inch, 920,600 pixel rear LCD and a pentaprism optical viewfinder, as well as 14 'Creative Style' settings, which are preset adjustments in contrast, colour saturation, brightness and zone matching, with names like 'Autumn Leaves' and 'Vivid'. There’s also the new high-speed BIONZ processor which has been sped up and reduces digital signal noise.

Other features include the built-in HDMI output for connection to any HD-ready telly. It'll be out in the UK with a choice of lenses from mid-October, and so far the US pricing puts the camera at around $1,400. So looks like around double the price of the a100. I guess "that's technology" for you.