Today marks the beginning of the three day Photo Marketing Association’s (PMA) conference in Orlando Florida. New product announcements from Olympus, Concord, HP, Canon, Nikon, Rollei and Casio already hit our news desk last week. Sony waited until the last moment before announcing their five new CyberShot digital cameras.

Sony’s Cybershot DSC-H1 is their first digital still camera to combine 12x optical zoom with Super Steady Shot image stabilization technology. The 5.1 megapixel camera uses a Super HAD CCD to take sharp images and view them on the 2.5-inch LCD screen. The lens is capable of 2cm Macro function, 24x Precision Digital Zoom, as well as a 48x Smart Zoom in VGA mode. Video recording is possible in MPEG VX Fine mode with audio. The DSC-H1 will run you $500 this June.

The Sony Cybershot S-Series are Sony’s entry level cameras with Cyber-shot Station compatibility. Available mid-March, these digitals still manage to offer decent quality features for their price; with 4.1 megapixels, MPEG VX Fine with Audio and Carl Zeiss Vario-Tessar lens with 3x Optical Zoom (capable optional tele- or wide- conversion lenses for greater magnification or a wider field of view).

The DSC-S40 is targeted to first time digital camera buyer. Conveniently sized to fit in your shirt pocket it sports a 1.5-inch LCD screen and is priced right at $200.

The DSC-S60 and S90 offer larger 2-inch and 2.5-inch LCD screens and are priced at $250 and $300, respectively.