It's superzoom time, and Sony's jumped on the 50x optical zoom wagon with the announcement of the latest Cyber-shot HX300 model.
The upgrade to the 30x optical zoom HX200V, the HX300 omits the "V" from the name - and we don't mean the rude gesture - for the cleaner-cut name, while the Exmor R CMOS sensor adds yet more megapixels to offer up 20.4MP of resolution.
The HX300 superzoom camera packs in a super-sounding lens but, bizarrely, some crucial details of the model aren't included in the official Sony press release beyond the fact that it's a "Carl Zeiss Vario-Sonnar T* lens". Details of the equivalent focal range on offer lack, although we'd bank on something around the 24-1200mm range - just like the Canon PowerShot SX50 HS. Considerable is the word.
The model squeezes in optical image stabilisation - dubbed Optical SteadyShot by Sony - to help keep handshake at bay when shooting. It's an essential for a lens as far-reaching as this one.
The HX300 is also said to include high-speed autofocus settings that are twice the speed of the HX200V to make it even easier to catch those fast-moving subjects.
A DSLR-like body with prominent grip and mode dial ought to mean a comfortable hold that's easy to use whatever the conditions.
We loved the HX200V and it sounds as though this latest superzoom could be the company's most super yet. We'll have a review sample closer to the mid-March release date when we can reveal the full ins and outs of how it performs.