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Wednesday, February 24, 2010


GOLDEN, CO. (February 24, 2010)…PENTAX Imaging Company announced the
latest model in the manufacturer's megazoom digital camera line: the
PENTAX X90. Featuring an extra-wide zoom, longer battery life than its
predecessor and an electronic viewfinder, the X90 delivers effortless
picture-taking in a wide variety of situations to photographers of all
levels. The key feature of the PENTAX X90 is the 26X megazoom,
super-telephoto lens (26-676mm equivalent) also designed with a Macro
mode that focuses to less than one inch away to capture images of
subjects that are near or far.

Other important features of the PENTAX X90 include: 12.1 megapixel
sensor, ideal for large prints or cropping flexibility 2.7 inch LCD
with anti-reflection coating or electronic viewfinder with new diopter
adjustment for composing and playback of images and video
Eye-Fi wireless SD memory card connectivity for built-in Wi-Fi
capability to transfer photos and videos from the camera to a computer
or an online sharing site such as Picasaweb, Flickr, Facebook and
YouTube. (Eye-fi cards sold separately.)

HDMI port plays back beautiful high resolution images and video on
HDTVs A perfect blend of digital compact and SLR technology including
powerful automatic operation or creative manual and priority modes

Triple Shake Reduction technology includes a high quality mechanical
sensor-shift SR mechanism, Digital Pixel Track and high ISO SR, and
Movie SR
High speed continuous shooting up to 11 frames per second Fast Face
Detection technology quickly finds up to 32 faces Powerful,
lightweight Lithium Ion battery and improved power efficiency.
Priced at $399.95 USD, the PENTAX X90 will ship in April 2010. More
information is available here: and product
images are available here:

PENTAX Imaging Company is an innovative leader in the production of a
variety of digital cameras including weather resistant digital SLRs
and stylish, compact, waterproof cameras, as well as lenses, flash
units, binoculars, scopes, and eyepieces. For 90 years, PENTAX has
developed durable, reliable products that meet the needs of consumers
and businesses. With headquarters in Golden, Colorado, PENTAX Imaging
Company is a division of PENTAX of America, Inc.

Versatile optical 26X zoom lens to accommodate a range of subjects
With a compact, lightweight body, the PENTAX X90 features a
high-magnification optical 26X zoom lens offering a focal-length
coverage between 26mm wide angle to 676mm super telephoto (in the 35mm
format). Combined with a Macro mode to capture images of subjects less
than an inch away, the X90 captures images near and far. The X90 also
features an Intelligent Zoom function, which extends the zoom coverage
to approximately 162.5 times (for a focal length of an 4225mm in the
35mm format) without compromising the optical performance of the zoom
lens. Dependable shake-reduction system for sharp, blur-free images
The X90 incorporates the PENTAX-original CCD-shift-type SR (Shake
Reduction) system to assure sharply focused, blur-free images even
under demanding photographic conditions prone to camera shake, such as
when using the zoom lens's super-telephoto range or when shooting a
sunset or indoor scene with natural light only. By accurately
detecting the amount of camera shake using a high-performance gyro
sensor and shifting the CCD image sensor vertically and horizontally
at high speed, the X90 offers an outstanding camera-shake compensation
effect, equivalent to approximately three shutter steps.* * The degree
of shake-reduction effect may vary, depending on the photographic

Extra-powerful battery for extended shooting sessions With a
large-capacity lithium-ion battery, the X90's battery life has
improved by 50 percent over the previous PENTAX megazoom. The camera
records approximately 255 images* on a full battery charge. * Based on
measurement conditions conforming to CIPA specifications using the
exclusive D-LI106 Lithium-ion Battery. Electronic viewfinder with
diopter adjustment for clear image viewing outdoors The X90 comes
equipped with an electronic viewfinder with a diopter adjustment
mechanism for clear views of subject and electonronic indicators.
Eye-Fi wireless SD memory card connectivity

Eye-Fi SD memory cards store media and offer built-in Wi-Fi capability
that accesses an assigned wireless network to effortlessly transfer
photos and videos from the camera to a computer and online sharing
site such as Picasaweb, Flickr, Facebook and YouTube. Equipped with an
Eye-Fi Card, the PENTAX X90 allows users to enable/disable the Eye-Fi
Card's Wi-Fi connectivity via the camera menu and provides an
on-screen card activity indicator. (Eye-fi cards sold separately. More
details available at www.eye-fi)

Movie shooting in high-definition TV image quality, with anti-shake
protection The X90 captures high-quality movie clips, equivalent in
image quality to high-definition TV (1280 x 720 pixels). The camera
features Movie SR (Shake Reduction) mode* to minimize camera shake
during movie shooting through the use of exclusive software. As a
result, the photographer enjoys high-quality, blur-free movie shooting
with minimal effort. An HDMI micro terminal for audio/video signal
output supports high-resolution movie viewing on a high-definition TV
monitor. * When the Movie SR mode is selected, the angle of view
becomes narrower than normal shooting. Multi-mode exposure system to
accommodate different applications In addition to the advanced
Programmed AE mode, which automatically selects the optimal
combination of aperture and shutter speed for a given subject, the X90
offers Aperture-Priority AE, Shutter-Priority AE and Metered Manual
modes. High image quality
With 12.1 effective megapixels, a sophisticated imaging engine and a
high-quality PENTAX zoom lens, the X90 delivers super-clear,
high-quality images with a Bright, Natural or Monotone finishing touch

Auto Picture mode for hands-off selection of seven different shooting
modes The X90 features the advanced Auto Picture mode, which selects
the most appropriate shooting mode for a given subject or scene by
detecting the subject's lighting and other conditions. This
user-friendly feature selects the best mode from a choice of
Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, Sport
or Standard modes and features an Auto Macro mode, which automatically
switches the camera's focus range to macro in close-range

Face Detection AF & AE function
Feauring an upgraded Face Detection AF & AE function, the X90
automatically detects up to 32 faces in the image field in a mere 0.03
seconds and captures each with precision, even when the faces are
tilted or turned sideways. In addition, the X90 offers other
user-friendly functions designed to produce beautiful portraits with
ease: the Smile Capture function, which automatically releases the
shutter the instant it detects the subject's smile; and the Blinking
Detection function, which warns the photographer when the subject's
eyes close at the time of shutter release. High-sensitivity anti-shake
mode to minimize camera/subject shake at indoor events and fast-moving
subjects The X90 comes equipped with the advanced High-Sensitivity
anti-shake (Digital SR) mode,* which allows the photographer to use
higher shutter speeds in dimly lit locations by automatically shifting
the sensitivity level to as high as ISO 6400 based on the subject's
lighting condition. By coupling this function with the dependable
CCD-shift-type SR system, the photographer can effectively minimize
adverse effects of camera shake and subject shake, even when shooting
at such demanding locations as concert halls and indoor sports arenas.
* When the High-Sensitivity anti-shake mode is selected, the image
size is fixed at 5M (2592 x 1944 pixels).

Additional features The Burst shooting* at a maximum speed of
approximately 11 images per second to capture decisive moments Choice
of image format: 4:3, 3:2, 16:9 or 1:1 proportions Large 2.7 inch
color LCD monitor with approximately 230,000 dots, treated withAR
(Anti-Reflection) coating to minimize reflections Shooting mode
palette for easy selection of a desired shooting mode from 20
different options, including a new Baby mode programmed to capture the
healthy, lively face of a baby D-Range setting to minimize excessively
overexposed and underexposed areas in the image A selection of digital
filters, including Toy Camera and Retro, to add creative visual
effects MediaImpression 2.0 for PENTAX image viewing, editing and
filing software included (compatible with latest operation systems,
including Windows 7 and Mac OS X 10.6)
*When the continuous-shooting mode is selected, the image size is
fixed at 5M (2592 x 1944 pixels).

PENTAX and Optio are trademarks of HOYA CORPORATION. ArcSoft, and its
logo are either the registered trademark or trademark of ArcSoft Inc.
in the United States and/or other countries. This product supports
PRINT Image Matching III. PRINT Image Matching enabled digital still
cameras, printers and software help photographers to produce images
more faithful to their intentions. Some functions are not available on
printers that are not PRINT Image Matching III compliant. Copyright
2001 Seiko Epson Corporation. All Rights Reserved. Print Image
Matching is a trademark of Seiko Epson Corporation. The PRINT Image
Matching logo is a trademark of Seiko Epson Corporation. Eye-Fi, the
Eye-Fi logo and Eye-Fi connected are trademarks of Eye-Fi, Inc.
Windows is a registered trademark of Microsoft Corporation in the
United States and other countries. Mac OS is a trademark of Apple
Inc., registered in the U.S. and other countries. HDMI, the HDMI logo
and High-Definition Multimedia Interface are trademarks or registered
trademarks of HDMI Licensing LLC. All other brands or product names
are trademarks or registered trademarks of their respective companies.
Design and Specifications are subject to change without notice.

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