Pentax Press Release

www.youtube.com/pentaxian1

1-800-877-0155

PENTAX INTRODUCES WORLD’S FIRST ELECTRONIC RIFLE SCOPE: ONE TOUCH OF A BUTTON ACTIVATES NEW ULTIMATE ZOOM

Monday, May 03, 2010 6:00:00 AM

GOLDEN, CO. (May 3, 2010)….PENTAX Imaging Company’s Sport Optics Division enters the electronic age with the introduction of the PENTAX ULTIMATE ZOOM ™ Rifle Scope. This latest addition to the extensive line of PENTAX precision rifle scopes features a built-in battery-powered, low-noise zooming motor that is activated by the touch of a button.
    "Along with legendary PENTAX optics and durable construction, the new ULTIMATE ZOOM Rifle Scope offers a single key advantage over traditional rifle scopes," said John Carlson, Senior Manager of Sales and Marketing, PENTAX Imaging Company. "For the first time, users may automatically zoom within a full range of 3X to 15X without ever removing their grip on the rifle or shifting their focus from the eyepiece."
    With the PENTAX ULTIMATE ZOOM, the mission of staying on track and on target in the field has reached an entirely new dimension since every other variable power rifle scope in the marketplace zooms manually by rotating an external zoom ring. This rifle scope helps ensure that users never lose their point of aim through the scope.
Following in the PENTAX tradition of solid and dependable riflescopes, the ULTIMATE ZOOM features durable, seamless 1-piece tube construction and superb fully multi-coated optics with PentaxBright® technology for outstanding sharpness and clarity.  The PENTAX ULTIMATE ZOOM is waterproof and nitrogen-filled to prevent fogging and to maintain clarity even in the most demanding weather conditions. The scope features a 30mm tube for optimum strength and adjustment range and a 50mm adjustable objective for parallax correction from infinity to as close as 10 yards. The ULTIMATE ZOOM features a full diopter adjustment range for a sharply-focused reticle, and its long eye relief provides viewing comfort and a margin of safety.
    The PENTAX ULTIMATE ZOOM will be available May 1st for $349.00 from the www.pentaxwebstore.com or select dealers. Like all PENTAX current sport optics products, the ULTIMATE ZOOM features the PENTAX Lifetime Worry-Free Warranty.
    For more information, visit: www.pentaxsportoptics.com
   An information video is available here:      www.youtube.com/pentaxsportoptics

PENTAX Imaging Company is an innovative leader in the production of durable and weather resistant sport optics, digital cameras, lenses, and eyepieces. For more than 90 years, PENTAX technology has developed durable, reliable products that meet the needs of consumers and businesses. PENTAX Imaging Company is a division of PENTAX of America, Inc., a wholly owned subsidiary of Hoya Corporation of Japan.   # # #

MEDIA CONTACT:
Michelle Martin
303.728.0224

Michelle.martin@pentax.com
PENTAX on the web:
www.pentaxsportoptics.com

NEW PENTAX K-x COLORS COMING TO AMERICA

Friday, April 23, 2010 6:00:00 AM

GOLDEN, CO. (April 23, 2010)...If you've been waiting for a chance to purchase a PENTAX K-x digital SLR in a color other than black, white, red or navy, your wait is over! PENTAX Imaging Company just announced that the K-x digital SLR is now available exclusively for pre-order on www.pentaxwebstore.com in limited edition bright blue, orange, green and purple. Each fresh new color comes in a kit with an 18-55mm lens and an array of advanced features including Live View, HD video and photographic performance that challenges higher class models.

Since the popular PENTAX K-x first shipped in October 2009, the camera has received high acclaim as one of the most affordable and well-equipped digital SLRs on the market today. Priced at $649.95 USD (for body with DA L 18-55mm lens), the extremely compact and lightweight PENTAX K-x offers one-handed shooting design and simple, easy-to-use operation making it perfect for users stepping up from a point and shoot digital camera to their first digital SLR. The PENTAX K-x offers photographic performance that challenges higher class DSLR models and offers several features that set this camera apart in the entry-level category:

•    High resolution 12.4 megapixel CMOS image sensor features sensor-shift Shake Reduction for stabilized image and video capture up to 4 stops max.
•    Large 2.7 inch LCD features Live View with Face Detection autofocus (up to 16 faces).
•    Widescreen HD video capture in full 720p resolution (1280x720) at 24 FPS cinematic framerate, using any PENTAX 35mm lens.
•    True High Dynamic Range (HDR) image capture blends 3 bracketed images into a single picture with outstanding shadow, highlight, and midrange detail.
•    Fast 4.7 FPS capture speed and 1/6000 second maximum shutter speeds are possible with the PENTAX PRIME II image processing engine.
•    PENTAX Auto Picture and scene modes for almost any situation to help new photographers learn DSLR photography.
•    Captures up to 1900 shots with universally available, easy-to-find AA lithium batteries (also compatible with AA NiMH rechargeable and alkaline batteries).

All eight PENTAX K-x body colors are now available for pre-order exclusively at www.pentaxwebstore.com.
Complete information is available here: http://www.pentaximaging.com/about-us.aspx?p=press
Product images are available here: http://www.pentaximaging.com/pressfiles.aspx
An informational video is available here: www.youtube.com/pentaxian1

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and 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.

# # #
Media contact:
Michelle Martin
303.728.0224
michelle.martin@pentax.com
Consumer contact:
pentaxinfo@pentax.com
1-800-877-0155

ALL FIVE NEW COMPACT PENTAX DIGITAL CAMERAS AND SELECT FREE SHIPPING AVAILABLE JUST IN TIME FOR MOTHER'S DAY

Thursday, April 15, 2010 6:00:00 AM

GOLDEN, CO (April 15, 2010)...Looking for a great gift for Mom? PENTAX Imaging Company has an assortment of stylish compact cameras to choose from for Mother’s Day.

The PENTAX Optio I-10 is an eye-catcher inspired by the classic look of a film SLR. The head-turning Optio I-10 features a leatherette textured body with the traditional PENTAX logo placed front and center. With style and a variety of advanced features moms will love, the I-10 offers a wide angle 5X optical zoom, 12.1 megapixels, and a pearl white (or classic black) body.

For moms who love adventure, the PENTAX Optio W90 makes a perfect outdoor travel companion on the journey to just about anywhere including the backyard. Adventure photography doesn’t get any better than this. Waterproof, freezeproof, shockproof, and dustproof, the durable Optio W90 features 12.1 megapixels, a 5X optical zoom, plus an inventive LED lens lighting feature for unparalleled macro photography from a compact.

From the school play to the soccer field, the new PENTAX X90 helps mom zoom in on all of the action. This new PENTAX kicks the megazoom category up another notch with an extra-wide 26X zoom lens, 12.1 megapixels, generous battery life, and an electronic viewfinder that helps deliver effortless picture-taking in a wide variety of situations to photographers of all levels.

Two more stylish options include the clean, contemporary PENTAX Optio H90 and the affordable Optio E90 digital cameras. Learn more about all of these PENTAX compact camera choices, pricing and where to buy here: http://www.pentaximaging.com/digital-camera/ Each camera is available for purchase on: www.pentaxwebstore.com Images are available here: http://www.pentaximaging.com/pressfiles.aspx

For a limited time, www.pentaxwebstore.com is offering free shipping on select compact cameras http://pentaxwebstore.com/products/photo_imaging/digital_compact_cameras. Free shipping expires May 2, 2010.

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.

# # #

Media contact:
Michelle Martin
303.728.0224
michelle.martin@pentax.com

Consumers:
pentaxinfo@pentax.com
1-800-877-0155
www.youtube.com/pentaxian1
www.facebook.com/pentax

PENTAX FORUMS ORGANIZES LATEST GLOBAL SHOOT DAY

Thursday, April 08, 2010 6:00:00 AM

PENTAX FORUM ORGANIZES LATEST

“PENTAX WORLD” GLOBAL SHOOT DAY:

Saturday, April 17, 2010

PRIZES INCLUDE TWO PENTAX CAMERAS

GOLDEN,CO (April 8, 2010)...PENTAX Imaging Company has announced plans organized by worldwide Pentaxians for another global photo shoot scheduled for Saturday, April 17, 2010. Forum members at www.PENTAXforums.com plan to shoot locally on that day and submit images to a central gallery. The global shoot "PENTAX WORLD DAY" is not intended as a competition (there are no prize for photography entries), but it is designed for the satisfaction of shooting and sharing images with other forum members. As a reminder, images must be captured on PENTAX Day (April 17, 2010). Pentaxians are encouraged to submit photos that show their PENTAX spirit and share something special from their part of the world.

As an added twist this year, TWO PENTAX K-x cameras are being given away in celebration of the 1 millionth post on the forum; these will be awarded to the two forum members who have posted the largest number of forum messages between April 8 and the end of the week in which the 1,000,000^th post is made. More information is available here.

As a reminder, the guidelines for PENTAX Global Shoot Day are as follows:

• Submissions may be made here

• Although entries may be submitted anytime, the photo(s) must be taken/captured on PENTAX Day (April 17, 2010) in the 24 hour period between 12:00 midnight and 12:00 midnight in the photographer’s time zone. Please leave all EXIF information intact.

• Up to three photos may be submitted; uploading space is provided for free

• Photos must be taken with a PENTAX camera (DSLR, film, or compact).

• Both of the photo's dimensions should be below 1024 pixels and the file should be no larger than 1MB

• Photos may be submitted to the PENTAXForums.com User Photo Gallery. Access the gallery directly by clicking the link at the top of this list. Directions: Click the "Upload" link located in the navigation bar to add your photo. You must be logged in. You will be able to upload between 04/17/2010 and 04/30/2010. After this period, only viewing will be allowed for the event gallery. If you experience any trouble uploading photos, please make sure you've selected the correct gallery category first or contact PENTAXforums.

For more details, visit: http://www.facebook.com/Pentax?v=app_2373072738&ref=ts#!/Pentax?v=app_2344061033&ref=ts

For more information about PENTAX products, visit www.pentaximaging.com .

PENTAX MEDIA CONTACT INFORMATION:
Michelle Martin
303.728.0224

michelle.martin@pentax.com
PENTAX on the web:
www.pentaximaging.com

CONSUMERS:
1-800-877-0155
pentaxinfo@pentax.com
www.youtube.com/pentaxian1

PENTAX INTRODUCES ELEVENTH GENERATION WATERPROOF OPTIO W90 DIGITAL CAMERA BUILT FOR ADVENTURE

Wednesday, February 24, 2010 7:00:00 AM

Product images are available here: http://www.pentaximaging.com/press/pressfiles.htmlLatest

Optio Features Unique Macro Photo LED Lighting, Carabiner Strap And Eye-Fi Connectivity

GOLDEN, CO (February 24, 2010)…PENTAX Imaging Company has announced the eleventh generation PENTAX Optio waterproof digital camera built for rugged adventure in every way. The PENTAX Optio W90 offers enhanced waterproof, shockproof, dustproof, and coldproof performance and features an inventive Digital Microscope mode with LED lighting to capture small but intriguing subjects. Designed with the look of mountaineering equipment, the Optio W90 kit includes a woven web fabric strap complete with a carabiner to attach the camera to a backpack and other outdoor gear.

Adventure photography doesn’t get any better than this. The rugged Optio W90 offers photographic performance, innovative features and style that surpass other outdoor compact digital cameras now available on the market.

• Waterproof to 20 feet for reliable underwater photography

• Shockproof to 4 feet withstanding the rigors of extreme use

• Coldproof to sub-freezing temperatures for use in wintery, snowy activities

• 12.1 megapixel sensor and wide angle 5X optical zoom (28-140mm equivalent)

• Digital Microscope mode with LED lens lighting perfectly captures the smallest and closest macro subjects as near as 1cm from the camera

• 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.)

• Large 2.7 inch LCD with 16:9 widescreen aspect ratio that is easy to view in strong light or underwater

• Capture movies in widescreen 720p HD video at 30 frames per second

• An HDMI port plays back beautiful high resolution imges and video on HDTVs

• Advanced Pixel Track Shake Reduction captures blur-free images in any lighting

• Fast Face Detection, Smile Capture, Blink Detection, and processing modes specifically designed for portraiture, and new Pet Recognition captures up to 3 pre-programmed pet faces in memory

• Infrared remote control compatibility with new waterproof Remote Control WP, as well as other PENTAX infrared remotes

• Autofocus assist lamp helps to quickly and accurately focus, even in challenging lighting

Priced at $329.95 USD, the PENTAX Optio W90 will ship in April 2010. A waterproof infared remote control (sold separately) for use with the PENTAX Optio W90 and other infrared compatible Optio models will be available at the same time for $29.95 USD. More information is available here: www.pentaximaging.com and product images are available here: http://www.pentaximaging.com/press/pressfiles.html. The PENTAX Optio W90 is available for preorder on: www.pentaxwebstore.com

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.

# # #

Media contact:
Michelle Martin
303.728.0224
Michelle.martin@pentax.com

Consumers:
pentaxinfo@pentax.com
1-800-877-0155
www.youtube.com/pentaxian1
www.facebook.com/pentax

PENTAX Optio W90 FACT SHEET

Waterproof, Shockproof, Dustproof, Freezeproof
Rated JIS Class 8 waterproof, the PENTAX Optio W90 captures images up to 20 feet underwater (four feet deeper than the previous PENTAX W series model) for up to two hours. The shockproof* Optio W90 is designed to withstand falls from a height of four feet without damage to the body. Rated JIS Class 6 dustproof, the Optio W90 also offers exceptional coldproof performance for reliable operation at temperatures as low as –10°C, making it a perfect choice for active photographers who venture to shoot pictures in demanding outdoor conditions. The camera also comes equipped with carabiner strap to attach the camera to a backpack or other outdoor gear
* Measured under PENTAX-original testing standards (from a height of 1.2 meters, onto a surface of 5cm-thick plywood), conforming to the Method 516.5-Shock of the MIL-Standard 810F.

Digital Microscope mode for nature observation from 1cm away
Combining a macro shooting capability from less than one inch away with the Digital Zoom function, the Optio W90’s new Digital Microscope mode magnifies the view and captures miniscule subjects that are difficult to observe closely with the naked eye.* Three LED Macro Lights installed on the face of the lens barrel camera captures subjects such as plants and insects clearly and brightly on the LCD monitor for extreme macro photography.
* When using the Digital Microscope mode, the image size is fixed at 2.1 megapixels (at 16:9 proportions).

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 Optio W90 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)

Upgraded face detection detects dogs and cats
The Optio W90 features a new-generation Face Detection AF & AE function, which instantly and accurately detects up to 32 faces in the image field and captures each in sharp focus and optimum exposure in just 0.03 seconds. This upgraded version is programmed to detect not only human faces, but also the faces of dogs and cats. When the user selects pre-registered dog or cat faces (up to 3 choices), the camera automatically detects them and optimizes focus and exposure. Users may program the camera to automatically release the shutter the moment the subject’s face turns straight toward the camera, which is helpful for pet photography.

High-quality, HD-proportioned movie recording
The Optio W90 captures beautiful, flawless movie clips at 16:9 high-definition TV proportions (1280 x 720 pixels) at a frame rate of 30 frames per second. This mode also offers a variety of editing functions: Still images may be extracted from movie clips; title images can be added to the beginning and/or end of a movie clip; and more. The Optio W90 also provides an HDMI micro terminal for audio/video signal output.

Extra-wide 2.7 inch LCD monitor for effortless outdoor viewing
The Optio W90 features a large 2.7 inch high-brightness color LCD monitor with approximately 230,000 dots and horizontally extended 16:9 proportions. This monitor is treated with a special AR (Anti-Reflection) coating to cut the glare of external light and minimize annoying reflections, making it easy to view recorded images and on-screen menus even in bright sunlight.

High image quality
Combining approximately 12.1 effective megapixels with the PENTAX-developed imaging engine and the high-performance PENTAX zoom lens, the Optio W90 delivers brilliant, high-quality images with well-defined details. Even when images are enlarged to larger sizes, users are assured of sharp, high-resolution prints with edge-to-edge sharpness.

Optical 5X zoom lens with a 28mm wide-angle coverage
Despite its compact dimensions, the Optio W90 features an optical 5X zoom lens covering focal lengths from 5mm to 25mm (equivalent in the 35mm format to approximately 28mm wide angle to 140mm telephoto). This wide zoom range may be used for a wide variety of subjects and scenes, from spectacular landscape and group shots to tightly framed snapshots taken from a distance.

Triple anti-shake protection to prevent different types of camera shake

Pixel Track SR
When recording still images, the Optio W90’s Pixel Track SR (Shake Reduction) effectively compensates for camera shake by processing affected images.

High-Sensitivity anti-shake mode*
When the Optio W90 detects low-lighting conditions in still-image shooting, it automatically raises its sensitivity to as high as ISO 6400, making it possible to use a higher shutter speed. This effectively minimizes the adverse effects of camera shake and subject shake under poor lighting conditions.

Movie SR**
During movie recording, the Optio W90 prevents blurry images by effectively minimizing annoying camera shake through the use of exclusive software.

*When the High-Sensitivity anti-shake mode is selected, the recorded size is fixed to five megapixels
(2592 x 1944 pixels).
**When the Movie SR is selected, the angle of view becomes narrower than normal shooting.

Subscreen Input function for constant display of a favorite image on the screen
The Optio W90 features a Subscreen Input function that allows users to display a thumbnail of a recorded images in the upper left corner of the LCD panel for a picture in picture effect that may be used as a reference. This features is helpful when the photographer wants to shoot subjects from the same angle and at the same image size every time (such as photographing prepared food in the same way to compile a recipe file) or when the user wants to constantly keep a favorite image on the screen.

Additional features
• Remote Control Waterproof O-RC1 (available as an optional accessory) for wireless
remote shooting*
• New Collage function to compose a single picture from multiple images
• New Ink Rubbing filter to create a monochromatic, high-contrast image from a recorded image
• Auto Picture mode to automatically select one of the eight shooting modes for the optimum result
• 12 digital filters to add distinctive visual effects to recorded images
• Digital Wide function to compose an extra-wide-angle image (equivalent to an image taken with
an approx. 21mm lens in 35mm format) from two images
• MediaImpression 2.0 for PENTAX image viewing, editing and filing software included
(compatible with latest operation systems, such as Windows 7 and Mac OS X 10.6)
* Wireless remote operation is not available when shooting under water.

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.

PENTAX INTRODUCES X90 MEGAZOOM DIGITAL CAMERA

Wednesday, February 24, 2010 7:00:00 AM

Product images are available here: http://www.pentaximaging.com/press/pressfiles.html

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: www.pentaximaging.com and product images are available here: http://www.pentaximaging.com/press/pressfiles.html. The PENTAX Optio X90 is available for preorder on: www.pentaxwebstore.com

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.

###

Media contact:
Michelle Martin
303.728.0224
michelle.martin@pentax.com

Consumer contact:
pentaxinfo@pentax.com
1-800-877-0155
www.facebook.com/pentax
www.youtube.com/pentaxian1

PENTAX X90 FACT SHEET

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 conditions.

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.

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 option.

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 applications.

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.

PENTAX PRESENTS TWO SHORT FILMS SHOT EXCLUSIVELY WITH THE K-7

Thursday, February 11, 2010 7:00:00 AM

GOLDEN, CO (February 10, 2010)…PENTAX Imaging Company recently commissioned two Colorado production companies to create an entertaining short film to demonstrate the many possibilities of shooting HD video on a PENTAX K-7 digital SLR with a lens assortment that offers cinematographic perspective to anyone.

Posted on www.youtube.com/pentaxian1, the films were produced by All Terrain Studios and Futuristic Films both of Denver, Colorado.

The All Terrain Studios filmmaking team of Dave Rosner and Melissa Rosner produced THE RIDER in the Colorado high country at Loveland Ski Area and the nearby mountain village of Georgetown. Starring RIDE Snowboard sponsored athlete Erik Ludwig, the film shares a typical day in the life of a snow bum who lives for his daily terrain park fix. The film captures majestic vistas of the Rocky Mountain Continental Divide and offers an inside look into winter sport lifestyles. THE RIDER was primarily filmed with the smc PENTAX DA 15mm F4 ED AL LIMITED, the smc PENTAX DA Star 55mm F1.4 SDM and the smc PENTAX DA Star 300mm F4 ED(IF) SDM lenses.

Filmmaker Jamin Winans and Futuristic Films takes viewers on a wild ride in UNCLE JACK. Behind this nocturnal odyssey of a desperate fugitive is the sweet tale of an uncle comforting his beloved niece with a cellular bedtime story. A mad clown, a crazed woman, magic pills, gunshots and more add up for a fast-paced, riotous adventure. Shot in downtown Denver entirely at night, the film keeps you rooting for a troubled character with a big heart. UNCLE JACK was filmed with the smc PENTAX DA Star 16-50mm F2.8 ED AL (IF) SDM, the smc PENTAX DA 10-17mm F3.5-4.5 ED (IF) Fish-Eye and the smc PENTAX DA Star 60-250mm F4 ED (IF) SDM lenses.

Stay tuned to www.youtube.com/pentaxian1 for future “behind the scenes interviews” with the filmmakers. Product information is available here: www.pentaximaging.com.

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.

###

Media contact:
Michelle Martin
303.728.0224
michelle.martin@pentax.com

Consumer contact:

1-800-877-0155

www.allterrainstudios.com

www.futuristicfilms.com

www.skiloveland.com

PENTAX OFFERS $50 INSTANT REBATE ON POPULAR K-x DIGITAL SLR KITS

Sunday, February 07, 2010 7:00:00 AM

GOLDEN, CO (February 7, 2010)…PENTAX Imaging Company has announced a $50 INSTANT REBATE PROGRAM effective until February 15, 2010 on K-x kit configurations. The popular PENTAX K-x features 12 megapixels, the PENTAX PRIME II engine processor, HD Video, Live View and Shake Reduction that works with every PENTAX lens ever produced. Consumers who purchase these K-x kits during this time period will benefit from instant savings on regular MAP/estimated retail pricing as follows:

PENTAX
K-x KIT

BEFORE REBATE*

LIMITED TIME
INSTANT REBATE

AFTER
REBATE

K-x w/18-55mm Lens Kit	$649.95	$50.00	$599.95
K-x w/18-55mm and 50-200mm Lens Kit	$749.95	$50.00	$699.95
K-x w/18-55mm and 55-300mm Lens Kit	$849.95	$50.00	$799.95

*The instant rebates are valid only for a limited time for purchases made on the listed camera configurations from February 7 – February 15, 2010. All K-x camera colors qualify for the instant rebate.

The PENTAX INSTANT REBATE PROGRAM offers several consumer advantages, including no need to submit or track claims or wait several weeks for a rebate check. More information about the program, the products and where to buy is available at: www.pentaximaging.com

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For almost 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.

# # #

Media contact:

Michelle Martin

303.728.0224

michelle.martin@pentax.com

Consumer contact:

www.pentaxwebstore.com

www.youtube.com/Pentaxian1

www.facebook.com/Pentax

PENTAX UNVEILS THREE NEW DIGITAL CAMERAS

Monday, January 25, 2010 7:00:00 AM

Product images are available here: http://www.pentaximaging.com/press/pressfiles.html

OPTIO I-10 AND OPTIO H90 KICK-OFF NEW PRODUCT LINES AND AFFORDABLE OPTIO E90 PRICED UNDER ONE HUNDRED DOLLARS

GOLDEN, CO. (January 25, 2010)…PENTAX Imaging Company announced three new digital cameras with designs so unique that not one can be labeled as “just another silver digital camera.”

Most unique is the slim and stylish PENTAX Optio I-10 with a design inspired by the classic look of film SLR cameras. This head-turning first model in the new Optio I line features a flash unit and speaker in the upper mid-section of the SLR-shaped body while the camera’s front panel is embellished with high quality leatherette texture and the classic PENTAX logo placed front and center. The Optio I-10 features a wide angle, 5X optical zoom lens (28mm-140mm equivalent), a 12.1 megapixel high resolution CCD sensor, a 2.7 inch widescreen LCD, and HD video capture at 720p and 30 FPS. For optimal image capture, the camera features a mechanical sensor shift Shake Reduction system and improved Pixel Track Shake Reduction technology for blur-free images as well as Smile Capture, Blink Detection and improved Face Detection that spots up to 32 faces including dogs and cats. The Optio I-10 is remote control compatible (sold separately) and will ship in February 2010 in a choice of Classic Black and Pearl White for $299.95 USD.

PENTAX also announced the Optio H90 digital camera with a clean, contemporary design that is as in style in a museum of modern art as at a concert or sporting event. Developed with the concept of “functional beauty” in mind, the fashionable and affordable Optio H90 offers a full assortment of features to capture a variety of subjects and scenes. This first model in the new Optio H line features a wide angle 5X optical zoom lens (28mm-140mm equivalent), a 12.1 megapixel high resolution CCD sensor, and widescreen HD video capture at 720p and 30 FPS. Improved Pixel Track Shake Reduction technology captures blur-free images and the Face Detection, Smile Capture, and Blink Detection functions help users create better portraits. The Optio H90 will ship in February 2010 in a choice of Orange-Silver, Matte Black and Ceramic White for $179.95.

Both the PENTAX Optio I-10 and Optio H90 offer Eye-Fi connectivity capability for use with Eye-Fi wireless memory cards.
The latest model in the easy-to-operate, affordable Optio E series is the PENTAX Optio E90. Priced at just $99.95 USD, the Optio E90 features a 10 megapixel CCD, a 3X wide angle zoom (32mm-96mm equivalent) and a large 2.7 inch LCD housed in a luxurious rubber coated body for a sure grip. The Optio E90’s features a travel-friendly design with AA battery compatibility. Auto Picture mode selects the best shooting settings for the scene, and a high 1600 ISO that freezes subject movement in Digital SR (Shake Reduction) mode. The Optio E90 features an intelligent ergonomic design with a sure grip and an easy menu that makes the E series a popular choice. Available in Black and Wine Red, the Optio E90 will ship in February 2010.

Each model is available for pre-order now on the www.pentaxwebstore.com

Complete information including individual product fact sheets is available here: http://www.pentaximaging.com/about-us.aspx?p=press

Product images are available here: http://www.pentaximaging.com/press/pressfiles.html

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.

# # #

Media contact:
Michelle Martin
303.728.0224

Consumer contact:

Pentaxinfo@pentax.com

1-800-877-0155
www.youtube.com/Pentaxian1

www.youtube.com/pentaxian1

PENTAX OPTIO I-10 FACT SHEET

SLR inspired design
The nostalgic, eye-catching design of the Optio I-10 resembles classic film SLR cameras.

PENTAX positioned the flash unit and speaker in the upper mid-section of the camera body

to create this original SLR-shaped body, and the leatherette texture and classic 20^th century PENTAX logo add elegance to the camera design.

Optical 5X wide angle to telephoto zoom lens
The Optio I-10 features an optical 5X zoom lens that covers focal lengths from 5.1mm to 25.5mm (equivalent in the 35mm format to approximately 28mm wide angle to 140mm telephoto). This wide zoom range allows the Optio I-10 to capture a wide variety of subjects and scenes from breathtaking landscapes, majestic architecture and group shots in a confined space, to tightly cropped photos shot from a distance. An Intelligent Zoom function allows even tighter zoom on subjects and extends the digital zoom range to approximately 31.3X.

12.1 effective megapixels for exceptional image quality
With 12.1 effective megapixels, a high-performance imaging engine, and the camera’s high performance PENTAX zoom lens, the Optio I-10 delivers brilliant, high quality images with well-defined details. Even when enlarged, the images deliver sharp, high-resolution prints with edge-to-edge sharpness.

Improved Face Detection recognizes dogs and cats
The Optio I-10 features an improved Face Detection AF & AE function that detects up to 32 faces in the image field and captures them all in sharp focus with optimal exposure in just 0.03 seconds. This upgraded Face Detection technology now allows users to adjust the camera to detect dogs and cats. Users may program the camera to automatically release the shutter the moment the subject faces the camera, which is especially helpful for pet photography.

Triple anti-shake protection

CCD-shift-type SR mechanism
The Optio I-10 incorporates an advanced CCD-shift-type Shake Reduction (SR) mechanism that compensates for camera shake by shifting the camera’s image sensor (CCD) horizontally and vertically in relation to the amount of shake detected by the high-accuracy gyro sensor. This offers outstanding camera-shake compensation equivalent to up to 2.5 shutter steps even when shooting telephoto or in lowlight settings such as sunsets or indoors.

High-Sensitivity anti-shake mode*
The Optio I-10 automatically raises the sensitivity to as high as ISO 6400 in low-lighting conditions in still-image shooting making it possible to use a higher shutter speed. This effectively minimizes the adverse effects of camera shake and subject shake under poor lighting conditions.

Movie SR mode**
PENTAX Movie SR mode allows the Optio I-10 to digitally minimize camera shake to prevent blurry footage in movie recording mode.
* When the High-Sensitivity anti-shake mode is selected, the recorded size is fixed to 5M (2592 x 1944 pixels).
** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

HD movie recording
The Optio I-10 captures flawless movie clips at 16:9 high-definition TV proportions (1280 x 720 pixels)* at 30 frames per second. This mode also offers a variety of editing functions that allows users to extract still images, divide longer clips, and add title images to video clips.
*When the Optio I-10’s AV output terminal is used, movie clips are output as normal image-size data. If the user wishes to play back movie clips at high-definition-TV proportions (1280 x 720 pixels), the data must be transferred to a personal computer for playback.

Picture In Picture function for constant display of a favorite image on the screen
The Optio I-10 offers new Picture In Picture function, which allows users to display a thumbnail of a recorded image in the upper left corner of the LCD panel. This function is handy when photographers want to reference a recorded image to shoot subjects from the same angle and at the same image size every time (as in food or macro photography) or when users simply want to maintain a favorite image on the screen.

Creative digital filters to process recorded images
The Optio I-10 features 11 digital filters to add various visual effects to recorded images without touching a computer. Filters include Monochrome, Sepia, Toy Camera, Soft filters, and Starburst to create cross, heart or star-shaped highlights from nighttime illuminations or water reflections. Users may apply multiple filters to a single image.

Additional features

· Eye-Fi connected: optimized for use with Eye-Fi wireless memory cards

· Wireless remote shooting using optional PENTAX remote controllers

· Auto Picture mode to automatically select one of the eight shooting modes for best results

· D-Range setting to prevent whitewashed (overexposed) and blacked-out (underexposed) areas in images

· Original Frame function to add a decorative frame and/or letters/characters to a recorded image

· Digital Panorama mode to create a single panoramic picture from as many as three images

· Digital Wide function to compose an ultra-wide-angle picture (roughly equivalent to an image taken with approximately 21mm lens in the 35mm format) from two images

· Menu Magnification function to enlarge menu items for easier viewing

· MediaImpression 2.0 for PENTAX image viewing, editing and filing software included (compatible with latest operation systems, such as Windows 7 and Mac OS X 10.6)

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.
All other brands or product names are trademarks or registered trademarks of their respective companies.
Design and Specifications are subject to change without notice.

PENTAX OPTIO H90 FACT SHEET

Clean, modern, functional design
Designed with functional beauty in mind, the Optio H90 features clean, straight lines and easy-to-push round, control buttons. Featuring high quality aluminum alloy and matte paint finish, the body is shaped for a firm, comfortable hold.

Optical 5X zoom lens for wide coverage from wide angle to telephoto
The Optio H90 features a high-performance optical 5X zoom lens covering focal lengths from 5.1mm to 25.5mm (equivalent in the 35mm format to approximately 28mm wide angle to 140mm telephoto). With this wide zoom range, the Optio H90 may be used for a wide variety of subjects and scenes from spectacular landscapes, majestic architecture and group shots within confined spaces to tightly cropped snapshots from a distance. Featuring an Intelligent Zoom function, which allows for even tighter zooming in on the subject, the digital zoom range extends approximately 31.3X.

Exceptional image quality
Featuring 12.1 effective megapixels, the Optio H90 delivers exceptional image resolution with the PENTAX-developed high-performance imaging engine for high quality images with well-defined details. Even when images are enlarged, the camera delivers sharp, high-resolution prints with edge-to-edge sharpness.

Large, easy-to-view LCD monitor
Despite its compact body, the Optio H90 features a large 2.7 inch high-brightness color LCD monitor with approximately 230,000 dots. With this large monitor, the user may check results of images and make any desired menu adjustments quickly.

High quality HD movie recording
The Optio H90 captures beautiful, high-definition movie clips (1280 x 720 pixels).* The camera is equipped with sophisticated Movie SR (Shake Reduction) mode,** which automatically compensates camera shake during movie capture for high quality, stabilized movie clips with minimal effort.
* When the Optio H90’s AV output terminal is used, movie clips are output as normal-image-size data. If the user wishes to play back movie clips at high-definition-TV proportions (1280 x 720 pixels), the data must be transferred to a personal computer for playback.
** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

Automatic Face Detection for effortless snapshots
The Optio H90’s Face Detection AF & AE function detects up to 32 faces and optimizes focus and exposure settings in a mere 0.03 seconds even when faces are tilted or turned sideways. The Optio H90 is equipped with a Smile Capture mode that automatically releases the shutter the moment the camera detects the subject’s smile, and a Blink Detection function that alerts users if a subject’s eyes closed at the time of shutter release.

Additional features

· Eye-Fi connected: optimized for use with Eye-Fi wireless memory cards

· Pixel Track SR (Shake Reduction) mode to effectively compensate for camera shake during still-image shooting

· Auto Picture mode for automatic selection of one of eight shooting modes for optimum results

· Digital filters, including Toy Camera and Retro, to add distinctive visual effects to recorded images

· D-Range setting to prevent whitewashed (overexposed) and blacked-out (underexposed) areas in an image

· Auto-tracking AF mode to keep constant focus on a moving subject

· Digital Panorama mode to create a single panoramic picture from as many as three images

· Digital Wide function to compose an extra-wide-angle picture (equivalent to an image taken with an approx. 21mm lens in 35mm format) from two images.

· Frame Composite function (with 90 frames stored in the camera) to shoot or compose images with decorative photo frames

· Image Recovery function to recover accidentally erased images

· MediaImpression 2.0 for PENTAX software for image viewing, editing and filing (compatible with the latest operating systems, including Windows 7 and Mac OS X 10.6)

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.
All other brands or product names are trademarks or registered trademarks of their respective companies.
Design and Specifications are subject to change without notice.

PENTAX OPTIO E90 FACT SHEET

10.1 effective megapixels

Featuring 10.1 effective megapixels and a high-performance PENTAX zoom lens, the Optio E90 delivers brilliant, high quality images with well-defined details. Even when images are enlarged, the camera delivers sharp, high-resolution prints with edge-to-edge sharpness.

Optical 3X zoom lens covering angles as wide as 31.5mm
The Optio E90 comes equipped with an optical 3X zoom lens covering focal lengths from approximately 31.5mm to 94.5mm (in the 35mm format). The 31.5mm wide-angle coverage is perfect for confined spaces as well as landscapes, magnificent structures or group snapshots. The Intelligent Zoom function, which allows even tighter zooming in on the subject without compromising image quality, extends the digital zoom range to approximately 17.1X.

Comfortable, easy-to-hold grip
The Optio E90’s exterior has been treated with a luxurious, satin-like, non-slip rubber coating and the right-front panel is slightly raised to form fatigue-free, firm camera grip.

Travel friendly AA-size battery compatibility
Two universally-available AA-size batteries power the Optio E90 and replacements may be found almost anywhere in the world. The energy-efficient design captures approximately 600 images* with a pair of fresh lithium batteries.
* Based on measurement conditions conforming to CIPA specifications.

Automatic Face Detection with Smile Capture function
The Optio E90 features advanced Face Detection AF & AE function that automatically detects the subject’s face then optimizes the focus and exposure settings. The camera also is equipped with a Smile Capture function to detect a smile on a subject’s face and releases the shutter automatically.

Auto Picture mode for automatic selection of the ideal shooting mode
The Optio E90 features PENTAX-original Auto Picture mode that automatically and instantly selects one of eight shooting modes (Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, Sport, Standard, and Candlelight) for a specific subject or scene. This user-friendly mode helps photographers capture beautiful, high quality digital images of various subjects and scenes, without having to worry about making the proper adjustments to their capture settings each time.

Green mode for beginners
The Optio E90’s user-friendly Green mode automatically selects the optimum combination of exposure settings, ISO sensitivity and other factors for a given subject or scene for high quality digital photography that is simple and effortless even for first-time digital photographers. This feature retains settings when the user asks someone else to take a picture or when a user has lost track of camera settings.

Double anti-shake protection

High-Sensitivity anti-shake mode
When the Optio E90’s Digital SR mode detects low-lighting conditions in still-image shots, the camera automatically raises sensitivity to as high as ISO 1600, making it possible to use a faster shutter speed to minimize adverse effects of camera and subject movement under poor lighting conditions.

Movie SR mode**
PENTAX Movie SR mode allows the Optio E90 to digitally minimize camera shake to prevent blurry footage in movie recording mode.
** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

Digital filters for personal, creative touches
The Optio E90 comes equipped with six digital filters to add various visual effects to recorded images without a computer including Monochrome, Sepia, and a new Starburst filter to create cross, heart or star-shaped highlights from nighttime illuminations or reflections on the water. Users may apply multiple filters to a single image.

Digital Panorama mode to compose extra-wide-perspective images
The Optio E90 features the creative Digital Panorama mode that automatically creates a single panoramic picture from as many as three images. Users simply move the camera sideways (or up and down) as they capture images and follow instructions to stitch the images together. This mode captures expansive subjects, such as spectacular landscapes or high-rise buildings that may not be captured in a single standard-format image.

Additional features

· Large 2.7 inch, high-brightness color LCD monitor with approximately 230,000 dots for comfortable viewing of images and menus

· Recording of beautiful movie clips (640 x 480 pixels) almost equal in
quality to those recorded by a video camera

· World-time function to keep track of local time for 75 cities in 28 time zones around the world

· Image recovery function to retrieve accidentally erased images

· MediaImpression 2.0 for PENTAX image viewing, editing and filing software included (compatible with latest operation systems, such as Windows 7 and Mac OS X 10.6)

· High-speed continuous shooting mode to record 16 images
(fixed at 640 x 480 pixels) in a mere two seconds

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.
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.
All other brands or product names are trademarks or registered trademarks of their respective companies.
Design and Specifications are subject to change

PENTAX PROMOTES MARK SHERENGO TO DIRECTOR OF DIGITAL SALES

Tuesday, December 22, 2009 7:00:00 AM

GOLDEN, COLORADO (December 22, 2009)…PENTAX Imaging Company has announced that Mark Sherengo has been appointed to director of digital sales effective immediately. In this new position, Sherengo will lead all U.S. sales efforts related to PENTAX digital imaging products including SLR and compact cameras, lenses and accessories. Mark Sherengo joined PENTAX in 2008 as the national e-commerce accounts sales manager. Prior to PENTAX, he held executive sales management positions at FUJIFILM U.S.A., Inc., Digital Arts & Science software, and the National Football League where he was a professional NFL photographer and helped develop the league’s initial photo library assets.
      “Mark Sherengo’s photo industry sales knowledge and experience runs deep, and he has been a huge asset in developing our e-commerce strategy over the past 18 months,” said Ned Bunnell, president, PENTAX Imaging Company. “Now, in his role of director of digital sales, Mark’s experience and fresh, innovative approach to developing partnerships will help grow our business across all channels,” added Bunnell.
     Mark Sherengo holds a bachelor’s degree in business management from UCLA as well as an associate’s degree in graphic arts from LA Trade Tech.
     PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For almost 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.
                                         # # #
Media contact:
Michelle Martin
303.728.0224
Michelle.martin@pentax.com

Consumer contact:
Pentaxinfo@pentax.com
www.pentaxwebstore.com
www.youtube.com/Pentaxian1
www.facebook.com/Pentax

PENTAX ANNOUNCES AFFORDABLE GAMESEEKER II RIFLE SCOPES WITH HIGH-END OPTICS

Wednesday, December 16, 2009 7:00:00 AM

GOLDEN, Colorado (December 16, 2009)…PENTAX Imaging Company has announced new models with higher quality optics in the affordable Gameseeker® line of rugged, full-featured rifle scopes and dot sights all priced under $160.00 USD.

Featuring one inch, one piece tube construction, the PENTAX Gameseeker II rifle scopes offer fully-multi-coated optics with PentaBright™ Technology designed specifically to provide a bright, high contrast image at dawn and dusk. Designed to be extremely durable and fully waterproof for the most extreme hunting situations, each scope is nitrogen filled to prevent internal fogging of optical elements. Every Gameseeker II scope offers high quality, finger adjustable windage and elevation turrets for accurate, repeatable results and features the bullet drop compensating Precision Plex reticle.

Along with the new Gameseeker II rifle scope line, PENTAX announced the new Gameseeker HS20 Dot Sight. The HS20 features a 5 MOA dot, an ideal size for most shooters, as well as 11 brightness settings for various shooting conditions and a battery that provides 72 hours of continuous use. Also featuring PentaBright Technology, the new dot sight offers continuous windage and elevation adjustments and a sharp, clear image that is parallax free for accurate target acquisition. The Dot Sight is available now and is priced at $59.00 USD.

"Our objective for the PENTAX Gameseeker II line is to deliver rugged, full-featured products at remarkably affordable prices that will endure hunting adventures for many years to come," said Pat Lytle, sport optics sales support manager, PENTAX Imaging Company.

The Gameseeker rifle scopes will be available in January 2010 at the following pricing in the following variable powers:

• 3x-9x 40mm Matte (available in Precision Plex $99.00 USD and Penta-Plex $99.00 USD)
• 4x-12x 40mm Matte (available in Precision Plex $129.00 USD and Penta-Plex $129.00 USD)
• 3x-9x 50mm Matte Precision Plex ($129.00 USD)
• 2.5x-10x 56mm Matte Precision Plex ($159.00 USD)
• 4x-16x 50mm Matte Precision Plex ($149.00 USD)

Images of these products are available here: http://www.pentaximaging.com/press/pressfiles.html

These products will be on display in PENTAX Booth 5232 at SHOT SHOW 2010 from January 19-21 at the Sands Convention Center in Las Vegas, Nevada.

PENTAX Imaging Company is an innovative leader in the production of sport optics, digital cameras, lenses, and eyepieces. For more than 90 years, PENTAX technology has developed durable, reliable products that meet the needs of consumers and businesses. PENTAX Imaging Company is a division of PENTAX of America, Inc., a wholly owned subsidiary of Hoya Corporation of Japan.

# # #
MEDIA INFORMATION:
Michelle Martin
303.728.0224
michelle.martin@pentax.com
PENTAX on the web:
www.pentaxsportoptics.com
www.facebook.com/pentax
www.youtube.com/Pentaxian1

PENTAX ANNOUNCES DCF CS BINOCULAR SERIES

Wednesday, December 16, 2009 7:00:00 AM

GOLDEN, Colorado (December 16, 2009)…PENTAX Imaging Company announced the PENTAX DCF CS series binoculars. Featuring a bright, clear field of view, the DCF CS binoculars offer phase coated roof prisms that provide high resolution, high contrast images. Silver-deposited sub-prisms also reflect more light through the prism for a brighter image. The fully-multi-coated optics provide maximum light transmission and highly reduced internal reflections, and the inner-focus optical design allows improved sealing and improves durability and overall balance.

The PENTAX DCF CS binoculars are available in 8x42 and 10x42 magnifications, and offer fiber-reinforced polycarbonate bodies for strength and rigidity. Waterproof and nitrogen-filled (JIS Class 6) to handle the most extreme weather conditions, these latest PENTAX binoculars are submersible to just over three feet/one meter. Other features of the DCF CS series include:
• A full rubber housing protects the binoculars from shock and makes them easier to hold.
• Center diopter ring with click stops is easy to access and holds the adjustment firmly.
• Long eye relief for comfortable viewing with or without glasses.
• Helicoid eyepieces with four click stops allow users to properly set the eye relief.
• Compact size (5.6 inches and 5.8 inches) for maximum comfort in field use.

The PENTAX DCF CS series binoculars will be available in February 2010. The 8x42 model will be priced at $279.95 USD and the 10x42 model under $299.95 USD.

Images of these products are available here: http://www.pentaximaging.com/press/pressfiles.html

These products will be on display in PENTAX Booth 5232 at SHOT SHOW 2010 from January 19-21 at the Sands Convention Center in Las Vegas, Nevada.

PENTAX Imaging Company is an innovative leader in the production of sport optics, digital cameras, lenses, and eyepieces. For more than 90 years, PENTAX has developed durable, reliable products that meet the needs of consumers and businesses. PENTAX Imaging Company is a division of PENTAX of America, Inc., a wholly owned subsidiary of Hoya Corporation in Japan.

# # #

MEDIA INFORMATION:
Michelle Martin
303.728.0224
Michelle.martin@pentax.com

CONSUMER INFORMATION:
pentaxinfo@pentax.com
1-800-877-0155

PENTAX on the web:
www.pentaxsportoptics.com
www.facebook.com/pentax
www.youtube.com/Pentaxian1

PENTAX is a registered trademark of HOYA CORPORATION.
Design and Specifications are subject to change without notice.

PENTAX ADDS 100mm F2.8 WR MACRO TO WEATHER-RESISTANT LENS LINE-UP

Wednesday, December 09, 2009 7:00:00 AM

GOLDEN, COLORADO (December 9, 2009)…PENTAX Imaging Company has announced the smc PENTAX D FA MACRO 100mm F2.8 WR lens designed for use with PENTAX digital SLR cameras. Combining a high-quality exterior finish with PENTAX-original weather-resistant construction, this new macro lens is especially useful for the demands of outdoor photography.

This PENTAX macro lens features a high-grade, aluminum barrel with the high-quality, exclusive exterior design and finish unique to the PENTAX D FA series lenses. Further, the entire mechanism of the focus ring has been reviewed and upgraded to assure flawless manual-focus operation. For improved performance, the PENTAX D FA MACRO 100mm F2.8 WR is the first PENTAX interchangeable macro lens featuring a completely rounded diaphragm blade to create a natural, beautiful bokeh at wide apertures, while minimizing the streaking effect of point light sources.

PENTAX WR lenses feature simplified weather-resistant construction to repel water and moisture. Combined with a PENTAX weather-resistant K-7, K20D, K200D or K10D digital SLR camera body, the lens performs well in damp, inclement outdoor conditions including rain, mist, water spray and splashes.

The lens also features the PENTAX-original SP (Super Protect) surface coating to repel dust, water and grease and to minimize fingerprints.

Other significant features of this latest WR lens include:

•    Mounted on a PENTAX digital SLR camera body, this lens offers a focal length equivalent to 153mm in the 35mm format for high-quality, true-to-life images, while minimizing flare and ghost images. The maximum life-size magnification allows photographers to capture dramatic close-up images with great ease.
•    A working distance of just over five inches (13 cm) facilitates close-up photography of subjects including flora, insects, and wildlife.
•    The PENTAX-developed Quick-Shift Focus System for instant switching to manual-focus operation after the subject is captured in focus by the camera’s AF system.
•    An image circle to accommodate 35mm film-format camera image size.
•    Compatibility with the macro adapter included in the PENTAX AF160FC dedicated Auto Macro Ring Flash.

The PENTAX D FA MACRO 100mm F2.8 WR lens will ship in January 2010 for USD $849.95. A product image is available here: www.pentaximaging.com/press/pressfiles.html
PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and 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.

Media contact:

Michelle Martin
303.728.0224
Michelle.martin@pentax.com
Consumer contact:
pentaxinfo@pentax.com
1-800-877-0155
www.youtube.com/Pentaxian1
PENTAX and smc PENTAX are trademarks of HOYA CORPORATION.
Design and Specifications is subject to change without notice.

PENTAX K-7 Voted Readers’ Choice Camera 2009 by Adorama Learning Center Readers

Friday, November 27, 2009 7:00:00 AM

Small, rugged, innovative digital SLR camera is praised by photographers, is selected over seven other digital cameras as the most important camera of the year with 55% majority of vote.

The PENTAX K-7 has won the Adorama Learning Center Readers’ Choice Camera 2009 award after two weeks of online voting. The results were announced on Adorama Camera’s TechTock Blog this morning. (http://www.adorama.com/alc/blogarticle/Adorama-Learning-Center-Readers-Choice-Camera-2009-Winner-Is)

Over 2,700 photographers responded to a call to vote for the one digital camera they felt was the most important camera of the year (http://www.adorama.com/alc/blogarticle/Readers-Choice-Camera-2009). 1,524 voted for the PENTAX K-7—a small, water-resistant digital SLR camera that was the first DSLR to offer internal High Dynamic Range when it was introduced earlier this year. The K-7 is also known for faster image processing, lower noise, a built-in level to keep horizons straight, internal lens correction software, and an advanced metering system. Many of these features can be found on other cameras, but they all cost considerably more than the approximately $1,200 K-7.

“Each camera that was in contention was outstanding, even revolutionary, in its own way,” notes Adorama Learning Center editor Mason Resnick. “The common thread among reader comments is that they voted for the K-7 because of its size, weight, features, compatibility with every K-mount lens Pentax has made, and the fact that offers so many cutting edge capabilities at such a low price.”

“2009 has been an amazing year for digital cameras,” Resnick adds. “There was an impressive number of innovations, from breakthroughs in low-light camera performance to the introduction of the world’s smallest 35mm-sized sensor camera to the ability to capture videos at 1,000 fps in a camera smaller than a deck of playing cards. A new generation of ultra-compact cameras with interchangeable lenses appeared, and high definition video in still cameras has become much more affordable. The PENTAX K-7 embodies this innovative trend.”

Full poll results, along with extensive reader comments, can be found at the Adorama Learning Center’s Tech Tock Blog (http://www.adorama.com/alc/blog) The Reader’s Choice 2009 is the first such poll created by the editors, and is expected to be an annual blog feature.

Jack Howard, Director of New & Social Media, Adorama Camera, adds: “there are many fine awards and recognitions outstanding cameras and camera accessories may be awarded from the editorial staff of magazines and websites, or the board of directors of trade groups each year. But not too many of these awards take into account the voices and opinions of the end users–photographers, both amateur and pro, who have a deep and honest passion for great gear and great photography. With the Reader’s Choice Camera 2009, fans, friends, and followers of the Adorama Learning Center were given the opportunity to have their say and have it count.”

Adorama Camera is one of the top camera retailers in the United States and the Learning Center (http://www.adorama.com/learn), which is hosted on the Adorama web site, is a free online photo magazine with hundreds of how-to articles, product reviews and picture-taking ideas for everyone from snapshooters to professional photographers. The Learning Center includes daily-updated news from the world of photography as well as the TechTock blog and podcast interviews with today’s top photographers (http:www.adorama.com/podcasts)

An online photo magazine at a retail web site?

The Adorama Learning Center is the choice destination for photographers at all levels of experience who want to improve their picture-taking and image-editing skills. The Learning Center has posted hundreds of how-to photography articles, buying guides and picture-selling advice, as well as daily breaking news about the photography industry, written by a team of top photography experts.

Why would Adorama, a well-respected New York-based camera retailer, publish what is essentially an online photo magazine? For the same reason it has also partnered with the Perfect Picture School of Photography (http://www.ppsop.net) to offer online photography courses, and why it offers dozens of live workshops for photographers on location in its store in New York’s Photo District that have been attended by hundreds of enthusiastic students: "We believe the more information and knowledge we can provide, the more people will trust Adorama both as a reliable and trusted information source and as a place where they can feel comfortable buying their photographic gear," says Resnick.

###

For questions, contact Jack Howard at jhoward@adorama.com or Mason Resnick at mresnick@adorama.com

PENTAX ANNOUNCES “FOCUS ON SAVINGS” K-7 SYSTEM REBATE: $100 VISA PREPAID CARD OFFERED ON MORE THAN 20 SELECT PENTAX LENSES WITH PURCHASE OF K-7

Sunday, November 15, 2009 7:00:00 AM

GOLDEN, CO (November 15, 2009)…PENTAX Imaging Company has announced a FOCUS ON SAVINGS rebate that offers a $100 prepaid card on an exciting choice of PENTAX lenses. From now until January 15, 2010, K-7 buyers may select from more than 20 lenses (listed below) and receive a $100 VISA prepaid card rebate for each and every qualifying lens* purchased at the same time.

*Lenses must be purchased at the same time on the same receipt as the K-7. Limit five rebates per product per household. Each VISA prepaid card may be used to pay for goods and services anywhere VISA is accepted. For US customers only.

Following is a complete list of the qualifying PENTAX lenses:

PENTAX Lenses Qualifying for $100 VISA Prepaid Card

DA* 50-135mm F2.8 ED (IF)

DA* 55mm F1.4

DA* 200mm F2.8 ED (IF) SDM

DA 15mm F4.0 ED Limited

DA 21mm F3.2 AL Limited

DA 35mm F2.8 Macro Limited

DA 40mm F2.8 Limited

DA 70mm F2.4 Limited

DA 10-17mm Fisheye F3.5-4.5 ED (IF)

DA 12-24mm F4.0 ED AL (IF)

DA 14mm F2.8 ED (IF)

DA 16-45mm F4.0 ED, AL

DA 17-70mm F4.0 ED (IF) SDM

DA 18-55mm F3.5-5.6 AL WR

DA 18-55mm F3.5-5.6 AL II

DA 50-200mm F4.0-5.6 ED WR

DA 50-200mm F4.0-5.6 ED

DA 55-300mm F4.0-5.8 ED

D FA 50mm F2.8 Macro

D FA 100mm F2.8 Macro

FA 50mm F1.4

The PENTAX K-7 features 14.6 megapixels, widescreen HD Movie Capture, and a weather, dust, and cold resistant magnesium alloy body. More information about
the K-7 and PENTAX lenses is available here: www.pentaximaging.com/slr/

A FOCUS ON SAVINGS rebate form may be downloaded here: http://www.pentaximaging.com/special-offers/

K-7 body and qualifying lens purchases made on the PENTAX webstore are eligible:www.pentaxwebstore.com

Rebate excludes products purchased at BEST BUY.

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For almost 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.
# # #

Media contact:
Michelle Martin
303.728.0224
Michelle.martin@pentax.com

Consumer contact:
pentaxinfo@pentax.com
1-800-877-0155

www.facebook.com/Pentax

PENTAX OFFERS $100 INSTANT REBATE ON K-7 DIGITAL SLR BODY AND LENS KITS

Friday, October 02, 2009 6:00:00 AM

GOLDEN, CO (October 2, 2009)…PENTAX Imaging Company has announced a $100 INSTANT REBATE PROGRAM effective until October 31, 2009 on the K-7 body and three lens kit configurations. The award winning, weather and dust resistant PENTAX K-7 features 14.6 megapixels, a PRIME II engine processor, HD Video, Live View and Shake Reduction that works with every PENTAX lens ever produced. Consumers who purchase these products during this time period will benefit from instant savings on regular MAP/estimated retail pricing as follows:

PENTAX CAMERA

BEFORE REBATE*

LIMITED TIME
INSTANT REBATE

AFTER REBATE

PENTAX K-7 Body	$ 1299.95	$100.00	$ 1199.95
K-7 w/18-55mm WR Lens Kit	$ 1399.95	$100.00	$ 1299.95
K-7 w/18-55mm WR and 50-200mm WR Lens Kit	$ 1549.95	$100.00	$ 1449.95
K-7 w/16-45mm Lens Kit	$ 1699.95	$100.00	$ 1599.95

*The instant rebates are valid only for a limited time for purchases made on four camera configurations from October 1 – October 31, 2009.

The PENTAX INSTANT REBATE PROGRAM offers several consumer advantages. There is no need to submit or track claims or wait several weeks for a rebate check. More information about the program, the products and where to buy is available at: www.pentaximaging.com.

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For almost 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.

# # #

Media contact:

Michelle Martin

303.728.0224

Consumer contact:

www.youtube.com/Pentaxian1

www.pentaxwebstore.com

www.facebook.com/Pentax

PENTAX FORUM ORGANIZES SEVENTH ANNUAL “PENTAX WORLD” GLOBAL SHOOT DAY: Saturday, October 10, 2009

Thursday, October 01, 2009 6:00:00 AM

GOLDEN,CO (October 1, 2009)...PENTAX Imaging Company has announced plans organized by worldwide Pentaxians for a global photo shoot scheduled for Saturday, October 10, 2009.
Forum members at www.PENTAXforums.com plan to shoot locally on that day and submit images to a central website. The global shoot "PENTAX WORLD DAY" is not intended as a competition (there are no prizes), but it is designed for the satisfaction of shooting and sharing images with other forum members.
As a reminder, images must be captured on PENTAX Day (October 10, 2009). Pentaxians are encouraged to submit photos that show their PENTAX spirit and share something special from their part of the world.
Guidelines are as follows:

• Although entries may be submitted anytime, the photo(s) must be taken/captured on PENTAX Day (October 10, 2009) in the 24 hour period between 12:00 midnight and 12:00 midnight in the photographer’s time zone. Please leave all EXIF information intact.

• Up to three photos may be submitted.

• Photos must be taken with a PENTAX camera (DSLR, film, or compact).

• The photo's largest dimension should be between 800 and 900 pixels.

• Photos may be submitted to the PENTAXForums.com User Photo Gallery. Access the gallery directly by clicking: User Photo Gallery - October 10, 2009. Directions: Click the "Upload" link located in the navigation bar to add your photo. You must be logged in. You will be able to upload between 10/10/2009 and 10/24/2009. After this period, only viewing will be allowed for the event gallery. If you experience any trouble uploading photos, please make sure you've selected the correct gallery category first or contact Pentaxforums at: http://www.pentaxforums.com/forums/sendmessage.php

A second event, “World SyncSnap,” will be held on October 17th, 2009 at exactly* 12:00am midnight GMT. For more details on both events visit:
http://www.pentaxforums.com/forums/latest-board-news/74588-upcoming-events-world-pentax-day-pentax-syncsnap.html
and http://www.facebook.com/event.php?eid=138972608181&index=1
For more information about PENTAX products, visit www.pentaximaging.com.

CONTACT INFORMATION:
Michelle Martin
303.728.0224
michelle.martin@pentax.com
PENTAX on the web:
www.pentaximaging.com

CONSUMERS:
1-800-877-0155
Pentaxinfo@pentax.com
www.youtube.com/Pentaxian1

www.facebook.com/Pentax

PENTAX ANNOUNCES AFFORDABLE, NEW PENTAX K-x WITH HIGH-END FEATURES INCLUDING HD VIDEO AND LIVE VIEW

Wednesday, September 16, 2009 6:00:00 AM

GOLDEN, CO (September 16, 2009)… PENTAX Imaging Company redefines the entry-level digital SLR category with the introduction of the K-x digital SLR. This latest PENTAX camera offers high-end features including Live View and HD video. And, since there’s no rule that SLR cameras must come in black only, the K-x will be available in a choice of white or black, as well as special, limited edition red and navy.

Priced at $649.95 USD (for body with DA L 18-55mm lens), the extremely compact and lightweight PENTAX K-x forges ahead on the trail initiated by the popular PENTAX K2000. With a one-handed shooting design and simple, easy-to-use operation, the K-x is perfect for users stepping up from a point and shoot digital camera to their first digital SLR.

The PENTAX K-x offers photographic performance that challenges higher class DSLR models and offers several features that set this camera apart in the entry-level category:

• High resolution 12.4 megapixel CMOS image sensor features sensor-shift Shake Reduction for stabilized image and video capture up to 4 stops max.

• Large 2.7 inch LCD features Live View with contrast, phase difference, and Face Detection autofocus (up to 16 faces).

• Widescreen HD video capture in full 720p resolution (1280x720) at 24 FPS cinematic framerate, using any PENTAX 35mm lens.

• Creative processing and filter modes produce high quality finished images, while offering the ability to explore artistic freedom through unique special effects.

• True High Dynamic Range (HDR) image capture blends 3 bracketed images into a single picture with outstanding shadow, highlight, and midrange detail.

• Fast 4.7 FPS capture speed and 1/6000 second maximum shutter speeds are possible with the PENTAX PRIME II image processing engine.

• Powerful automatic modes, including PENTAX Auto Picture and scene modes, ensure the perfect shot in any situation, while helping new photographers learn DSLR photography.

• Responsive 11 point wide angle SAFOX VIII autofocus system focuses quickly and accurately, and can easily track moving subjects.

• Captures up to 1900 shots with universally available, easy-to-find AA lithium batteries (also compatible with AA NiMH rechargeable and alkaline batteries).

All combined, the PENTAX K-x is the perfect camera for new digital SLR camera users as well as an ideal backup camera for more experienced photographers.

Along with the K-x, PENTAX announced the smc PENTAX DA L 55-300mm F4-5.8 ED super-telephoto zoom lens. This lens will be exclusive to a K-x Twin Lens Kit package consisting of a K-x body, this new lens and the smc PENTAX DA L 18-55mm F3.5-5.6 lens. The lightweight design of this zoom lens offers the exceptional optical performance found in all PENTAX lenses for super-telephoto photography with the K-x and other PENTAX digital SLR camera bodies.

The PENTAX K-x is now available for pre-order in black or white on www.pentaxwebstore.com. Limited edition colors of red and navy will become available at select locations to be announced.

The PENTAX K-x (in black and white) will ship in October 2009 in three configurations: options:

· K-x single lens kit with body and an smc PENTAX DA L 18-55mm lens for USD $649.95.

· K-x twin lens kit for $749.95 including a K-x body, the smc PENTAX DA L 18-55mm lens and the smc PENTAX DA L 50-200mm zoom lens.

· K-x twin lens kit for $849.95 including a K-x body, the smc PENTAX DA L 18-55mm lens and the smc PENTAX DA L 55-300mm zoom lens.

Complete information is available here: http://www.pentaximaging.com/about-us.aspx?p=press

Product images are available here: www.pentaximaging.com/press/pressfiles.html

An informational video is available here: www.youtube.com/Pentaxian1

# # #

Media contact:
Michelle Martin
303.728.0224
Michelle.martin@pentax.com

Consumer contact:
pentaxinfo@pentax.com
1-800-877-0155
www.youtube.com/Pentaxian1

PENTAX K-x FACT SHEET

12.4 effective megapixels

The K-x incorporates a newly developed CMOS image sensor to assure high-speed image data readout and more flexibility with varying ISO sensitivity levels. With approximately 12.4 effective megapixels, this image sensor accurately reproduces true-to-life images with fine detail and rich color depth. The

K-x offers a wide sensitivity range between ISO 200 and ISO 6400 and allows users to expand the sensitivity range between ISO 100 and ISO 12800 via a custom function to offer greater creative freedom to photographers.

Compact, lightweight body

The PENTAX K-x is one of the most compact, lightweight digital SLR cameras in its class. The stainless-steel chassis and overall design offer a space-efficient layout.

Widescreen HD movie recording at 1280x720 pixels at a cinematic 24 frames per second (720p24)

The PENTAX K-x movie recording function* captures true-to-life movie clips in 16:9 high-definition TV proportions (1280 x 720 pixels) at a frame rate of 24 frames per second. Compatible with every PENTAX interchangeable lens ever made, the Video Capture mode opens a new world of creativity for PENTA K-x owners.

* When the PENTAX K-x’s AV output terminal is used, movie clips are viewed at normal resolution. The data must be transferred to a PC for the playback of movie clips at high-definition TV proportions (1280 x 720 pixels).

PENTAX-original SR mechanism for sharp, blur-free images

The K-x features the PENTAX-developed Shake Reduction mechanism that effectively compensates for the adverse effects of camera shake by as much as four shutter steps. This innovative mechanism extends its benefits to all PENTAX interchangeable lenses — even those designed for film-format cameras.* With this SR mechanism, the K-x produces sharp, blur-free images even under demanding conditions such as telephoto lens photography, shooting in dark or low-light setting without a flash illumination, and sunset scenes.

*Lenses compatible with this mechanism: PENTAX K-, K_A-, K_AF-, K_AF2- and K_AF3-mount lenses; screw-mounted lenses (with an adapter); and 645- and 67-system lenses (with an adapter). Some functions may not be available with certain lenses.

High-speed continuous shooting at approximately 4.7 images per second

The K-x’s high-speed continuous shooting mode records as many as 17 images (in JPEG recording format) at a maximum speed of approximately 4.7 images per second. This is the fastest of all entry-class models. The K-x also features a more reliable shutter unit, which passed a demanding action test of more than 100,000 shutter releases. The top shutter speed of 1/6000 second allows the photographer to preserve sharp, crisp images of fast-moving subjects.

High-performance, high-speed PRIME II imaging engine

The K-x features the newly developed PRIME (PENTAX Real IMage Engine) II, that is an upgrade of the original PRIME imaging engine. This new imaging engine offers greater data processing speed and enhanced capability to produce higher-quality images with richer, more accurate color rendition, as well as faster transmission speed of movie data.

Live View function with Face detection of up to 16 faces

In addition to the camera’s viewfinder, the K-x features a Live View function that allows users to view subjects on the LCD monitor during shooting. The K-x also offers a choice of three different focusing modes in Live View:

· Contrast Auto Focus optimizes the focus based on the subject’s contrast.

· Face Detection Auto Focus automatically detects up to 16 faces, then selects the main subject’s face from multiple faces, and captures it in sharp focus.

· Phase Difference Auto Focus accesses the AF sensor positioned in the camera body to optimize focus on the subject.

Innovative Image Processing Functions

Digital Filter function

The K-x’s digital filter function allows users to process recorded images in a variety of creative ways within the camera and produce highly creative visual expressions. With a choice of 16 different filters including Color Extract, Retro, Soft, Starburst, Toy Camera, and more (including a custom filter for building multiple effects), photographers may apply multiple filters to a single image for customized effects.

Cross Process mode

The K-x features a new Cross Process mode that automatically and randomly adds finishing touches to exposures to create eye-catching images with unique, intriguing colors (just like images treated with Cross Process* in film photography). This mode adds a whimsical element to digital photography since photographers don’t know the results until the captured image is actually displayed on the camera’s LCD monitor.

* A film development technique that takes advantage of unconventional film developers to create a distinctive finishing touch with intriguing colors.

High-precision 11-point AF sensor

The high-precision, wide-frame SAFOX VIII autofocus system of the K-x features 11 sensor points (with nine cross-type sensors positioned in the middle) to automatically capture even off-centered subjects in sharp, crisp focus. Photographers also may select one of the sensors as a focusing point to accommodate specialized applications.

Additional features

· Custom Image modes offer high quality processing for images

· 2.7 inch, high-resolution color LCD monitor with approximately 230,000 dots of resolution

· Auto Picture mode for effortless, automatic selection of the most appropriate shooting mode, even during Live View shooting

· Status screen for easy, at-a-glance confirmation of various settings on the LCD monitor

· Ten scene modes, including Night Scene, Surf & Snow, Sunset, Kids, Museum, and more, available via simple icon selection

· PENTAX Digital Camera Utility 4 software package, with RAW-data processing and image browser functions

smc PENTAX-DA L 55-300mmF4-5.8ED Lens Fact Sheet

A lightweight super-telephoto zoom lens for focal lengths between 84.5mm and 460mm (in the 35mm format)

ED (Extra-low Dispersion) glass optical elements to assure true-to-life image descriptions and faithful color renditions through effective compensation of chromatic aberrations over the entire zoom range.

SPECIFICATIONS

Focal Length	55-300mm
Focal Length	(Equivalent to 84.5-460mm in 35mm format)
Aperture	F4-5.8
Minimum Aperture	F22-32
Lens Construction	12 elements in 8 groups
Angle of View	29 - 5.4° (wiith PENTAX D-SLR camera body)
Minimum Focusing Distance	4.6 ft.
Maximum Magnification	0.28X
Filter Diameter	58mm
Diaphragm control	Fully Automatic
Number of Diaphragm Blades	6
Maximum Diameter & Minimum Length	2.8 x 4.4 in
Weight	15.0 oz.
Notes	Includes SP (Super Protect) Coating

PENTAX,K-x and smc PENTAX are trademarks of HOYA CORPORATION.

PENTAX Digital Camera Utility and SDM are trademarks of HOYA CORPORATION.

All other brands or product names are trademarks or registered trademarks of their respective companies.

Designs and specifications are subjects to change without notice.

PENTAX ROLLS OUT NEXT GENERATION OF POPULAR OPTIOS: P80 AND E80 COMPACT DIGITAL CAMERAS ANNOUNCED

Wednesday, August 05, 2009 6:00:00 AM

Product images are available here: http://www.pentaximaging.com/press/pressfiles.html

GOLDEN, CO. (August 5, 2009)…PENTAX Imaging Company has announced the latest models of two of its most popular, feature-rich, wallet-friendly compact digital cameras. The ultra-slim and stylish PENTAX Optio P80 digital camera features a lightweight design in three fashionable colors including Black, Pearl, and Mint. The new entry-level PENTAX Optio E80 features a large, easy-to-view 2.7 inch LCD monitor, beginner-friendly controls and high resolution widescreen HD video capture.

PENTAX Optio P80
The new Optio P80 is the latest model of the popular Optio P series of digital compact cameras, and features a slim, lightweight body with advanced features including:

•   12.1 megapixel CCD for detailed images, large prints, and cropping flexibility.
•   PENTAX 4X wide angle optical zoom is equivalent to 27.5-110mm focal length.
•   Large 2.7 inch LCD with 230,000 dot resolution for accurate composition and playback of still images and video.
•   High resolution, widescreen, HD video capture up to 720p at a full-speed 30 frames per second.
•   PENTAX Shake Reduction (SR) technology features Pixel Track SR, Digital SR, and Movie SR to stabilize images and video for beautiful, blur-free results.
•   Fast Face Detection technology sees up to 32 faces in as little as 0.03 seconds for easy portrait photography.
•   Smile Capture automatically captures pictures when your subject smiles, and Blink Detection alerts you if your subject’s eyes are closed during the exposure.
•   PENTAX Auto Picture mode automatically selects from eight shooting modes for beautiful images in any setting.
•   Sensitivity up to ISO 6400 boosts shutter speeds to freeze subject movement for blur-free images even in low lighting.

PENTAX improved the Face Detection AF & AE function on the P80 to now capture subject faces from an angle. And, a more responsive version of the Auto-Tracking AF function helps keep an active subject in constant focus.

PENTAX Optio E80
The PENTAX Optio E80 comes equipped with a host of user-friendly features and functions to make high-quality digital photography effortless even for first-time digital camera users. These include easy-to-press, large control buttons, the PENTAX original Auto Picture mode that automatically selects the most appropriate shooting mode for a given subject or scene and
world-standard AA-size batteries as a power source. Optio E80 features include:

•   10 megapixel CCD for detailed images, large prints, and cropping flexibility.
•   Large 2.7 inch, 230,000 dot LCD for accurate composition and review of still images and video.
•   PENTAX 3X wide angle optical zoom lens is equivalent to 32-96mm focal length.
•   High resolution, widescreen HD video capture at 720p at 15 frames per second with sound.
•   ISO sensitivity up to 6400 speeds up shutter response to freeze subject movement, providing sharp images even in very dim lighting.
•   Easy to read camera menus may be customized with many different language options.
•   Face Detection for perfectly focused and exposed portraits.

Available in the Black, Pearl, and Mint, the Optio P80 will be available in September 2009 at $199.95 USD. Available in Silver or Black, the Optio E80 will be available in September 2009 at $129.95 USD.

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and 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.

# # #

Media contact:
Michelle Martin
303.728.0224
Michelle.martin@pentax.com

Consumer contact:
pentaxinfo@pentax.com
1-800-877-0155
www.youtube.com/Pentaxian1

PENTAX Optio P80 FACT SHEET

Stylish, ultra-slim camera body
The Optio P80 sports a compact, ultra-slim body that is ideal for travel, events and day-to-day activities. With a high-grade aluminum-alloy housing and delicately contoured chrome-plated design, the Optio P80 offers a stylish, elegant finish. PENTAX’s innovative Sliding Lens System* and space-efficient high-density mounting technology contribute to the small, compact, lightweight body. Just over one-half inch at its slimmest point, the Optio P80 features an optical 4X zoom lens and a large 2.7 inch LCD monitor.

* PENTAX-original lens storage mechanism, in which the central lens groups are offset from the optical axis and the entire lens is stored in vertical steps into the lens cylinder. As a result, the overall lens length at the fully retracted position is greatly reduced, contributing to a reduction in body depth.

High image quality
Combining approximately 12.1 effective megapixels with the PENTAX-developed imaging engine and high-performance PENTAX zoom lens, the Optio P80 delivers brilliant, high-quality images with well-defined details. Even when images are enlarged, the photographer is assured of sharp, high-resolution prints with edge-to-edge sharpness.

Optical 4X zoom lens for excellent zoom coverage from wide angle to telephoto
The ultra-slim Optio P80 comes equipped with an optical 4X zoom lens covering focal lengths from 4.9mm to 19.6mm (equivalent in the 35mm format to approximately 27.5mm wide angle to 110mm telephoto). This wide zoom range is perfect for a wide variety of subjects and scenes from spectacular landscapes to group and indoor shots in a confined space.

Greatly improved Automatic Face Detection
The Optio P80’s Face Detection AF & AE function is greatly improved. In addition to automatic detection of up to 32 faces in a mere 0.03 seconds, the function now detects a subject facing the camera from an angle or with a tilted head. Other features that help photographers produce better portraits with minimal effort include:
•   A Smile Capture mode, which automatically releases the shutter the moment the camera detects the subject’s smile;
•   A Blink Detection function, which warns the photographer when the subject’s eyes close at the time of shutter release;
•   A new Small Face filter, which makes the subject’s face appear smaller than reality in relation to the body, without compromising the overall balance of a portrait.

High-quality, widescreen HD movie recording
The Optio P80 captures beautiful widescreen HD movie clips at 16:9 aspect ratio (1280 x 720 pixels)* at a frame rate of 30 frames per second.
* When the Optio P80’s AV output terminal is used, movie clips are output at standard definition. If the user wishes to playback movie clips at high-definition proportions (1280 x 720 pixels), the data must be transferred to a personal computer for playback.

Triple anti-shake protection to prevent different types of camera shake
Pixel Track SR mode
   When recording still images, the Optio P80’s Pixel Track SR (Shake Reduction)
   mode effectively compensates for camera shake by processing affected images.
High-Sensitivity SR mode*
   When it detects low-lighting conditions in still-image shooting, the Optio P80
   automatically raises sensitivity to as high as ISO 6400, making it possible to
   use a higher shutter speed. This effectively minimizes the adverse effects of
   camera shake and subject motion blur under poor lighting conditions.
Movie SR mode**
   During movie recording, the Optio P80 prevents blurry video by effectively
   minimizing annoying camera shake through the use of exclusive software.

*When the High-Sensitivity SR mode is selected, the recorded size is fixed to 5M (2592 x 1944 pixels).
** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

Additional features
•   Vertical Snap mode to capture vertical-position images with the same ease
of operation as a mobile phone
•   Auto Picture mode to automatically select one of eight shooting modes
for the optimum result
•   A variety of digital filters, including the new retro Toy Camera filter,
to add distinctive visual effects to recorded images
•   Dynamic Range adjustment to prevent overexposed and underexposed areas in images
•   Favorites function to save reduced-size files of favorite images in the camera
and recall them at will
•   Digital Wide mode to create a panoramic, ultra-wide-angle picture
(equivalent to an image taken with an approx. 20mm lens in the 35mm format)
from two images
•   Frame composite function (with 90 frames stored in the camera) to shoot
or compose images with decorative photo frames
•   Image recovery function to recover accidentally erased images

PENTAX, Optio and smc PENTAX are trademarks of HOYA CORPORATION.
All other brands or product names are trademarks or registered trademarks of their respective companies.
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.
Design and Specifications are subject to change without notice.

PENTAX OPTIO E80 FACT SHEET

Exceptional image quality with 10.0 effective megapixels
Combining approximately 10.0 effective megapixels with a high-performance PENTAX zoom lens, the Optio E80 delivers brilliant, high-quality images with well-defined details. Even when images are enlarged, the user is assured of detailed, high-resolution prints with edge-to-edge sharpness.

Optical 3X zoom lens covering angles as wide as 32mm
The Optio E80 features an optical 3X zoom lens covering focal lengths from approximately 31.5mm to 94.5mm (in the 35mm format). Its 31.5mm wide-angle coverage is particularly handy when photographing spectacular landscapes, magnificent architectures or group snapshots in a confined space. Coupled with the Intelligent Zoom function, which allows even tighter zooming in on the subject without compromising image quality, the user can extend the zoom range to approximately 17.1 times.

Large 2.7 inch LCD monitor for effortless image/menu viewing
The PENTAX Optio E80 features a large, bright 2.7 inch color LCD monitor with approximately 230,000 dots that allows photographers to clearly view images and menus on the screen.

Beginner-friendly operation with large buttons and large menu text
Every Optio E80 control button, including the shutter release on the top panel, is large and designed to be easy to press. Coupled with the large letters, numerals and icons used in the on-screen menus, this ergonomic design improves user operability.

High-quality HD movie recording with Movie Shake Reduction
The Optio E80 captures beautiful widescreen HD movie clips at 16:9 aspect ratio (1280 x 720 pixels at 15 fps).* The camera also features a sophisticated Movie SR (Shake Reduction) mode,** which automatically compensates for camera shake during movie shooting. As a result, the user can record high-quality, blur-free movie clips with minimal effort.

* When the Optio E80’s AV output terminal is used, movie clips are output at standard definition. If the user wishes to play back movie clips at high-definition-TV proportions (1280 x 720 pixels), the data must be transferred to a personal computer for playback.
** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

PENTAX Auto Picture mode for automatic selection of the ideal shooting settings
The Optio E80 features an upgraded version of PENTAX’s original Auto Picture mode, which automatically and instantly selects the most appropriate shooting mode for a given subject or scene simply by pointing the camera at the subject and pressing the shutter release button halfway down. In addition to conventional modes (Landscape, Portrait, Night Scene, Night Scene Portrait, Standard, Flower, Sport), the Optio E series now features Candlelight mode increasing the E series ability to make automatic, high-quality digital photography possible with a broader range of subjects and scenes.

Green mode assures easy shooting for beginners
With simple pushbutton operation, the Optio E80’s user-friendly Green mode automatically selects the optimum combination of exposure settings, ISO sensitivity and other factors for a given subject or scene. This mode not only makes high-quality digital photography simple and effortless, even for first-time digital photographers, but it also comes in handy when the photographer asks someone else to take his/her pictures or when the user has simply lost track of camera settings.

Powered by world-standard AA-size batteries
Powerd by two world-standard AA-size batteries available anywhere, the E80 eliminates concern about running out of power away from a recharge outlet. The highly energy-efficient design captures approximately 210 images* with a pair of fresh alkaline batteries. Newer lithium AA batteries are recommended for increased performance and power availability.
* Based on measurement conditions conforming to CIPA specifications.

Digital SR mode to minimize camera shake and subject movement in the dark
The Optio E80 features a dependable Digital SR (Shake Reduction) mode that is programmed to minimize camera shake and blur due to subject movement under low-lighting conditions in still-image shooting. When the Optio E80 detects these conditions, the camera automatically raises the sensitivity up to as high as ISO 6400 increasing the shutter speed for beautiful, blur-free still images even under unfavorable lighting conditions.

Automatic Face Detection for quick, effortless snapshots
The Optio E80 features advanced Face Detection AF & AE to automatically detect the subject’s face and optimize the focus and exposure settings. The Advanced Face Detection technology includes a Half Length Portrait mode that automatically creates a well-proportioned head-and-shoulders shot by centering the subject’s face and trimming peripheral areas.

Additional features
•   Image recovery function to retrieve accidentally erased images
•   Digital panorama mode to compose a single panoramic picture from as many as three images
•   World-time function to keep track of local time at 75 cities in 28 time zones around the world
•   Three-point AF system, with Auto-Tracking function, to maintain constant focus on a moving subject
•   High-speed continuous shooting of up to 16 images in two seconds
(with file size fixed at 640 x 480 pixels)
•   Frame Composite mode (with 20 frames stored in the camera)
to shoot or edit images using decorative photo frames
•   ACDSee for PENTAX 3.0 image viewing, editing and management software included (compatible with Windows VistaTM)
•   Compatibility with DPOF functions, Exif Print and PRINT Image Matching III

PENTAX and Optio are trademarks of HOYA CORPORATION.
All other brands or product names are trademarks or registered trademarks of their respective companies.
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.
Design and Specifications are subject to change without notice.

PENTAX UNVEILS NEW WATERPROOF COMPACT WS80: Dunkable, Affordable Optio WS80 Sports Bold Colors

Wednesday, August 05, 2009 6:00:00 AM

Product images are available here: http://www.pentaximaging.com/press/pressfiles.html

GOLDEN, CO. (August 5, 2009)…A bold, new waterproof digital camera jumped into the swimming pool today. PENTAX Imaging Company announced the Optio WS80, the newest contender in the durable, affordable digital camera category.
Available in two bold, his-and-her’s designs, the water and dustproof Optio WS80 is a perfect choice for travel, outdoor activities and families. Featuring a 10 megapixel CCD and a 5X internal optical zoom housed in a slim, palm-sized body that is less than an inch thick, the Optio WS80 has a large 2.7 inch LCD with 230,000 dot resolution for easy composition. With waterproof construction that can withstand depths up to five feet (1.5 meters), the Optio WS80 captures underwater photos and video including high resolution, widescreen, HD video up to 720p at a full-speed 30 frames per second. Other features include:
•   Fast Face Detection technology sees up to 32 faces in as little as 0.03 of a second for easy portrait photography.
•   Smile Capture automatically releases the shutter when a subject smiles and Blink Detection alerts the photographer if the subject’s eyes are closed during the exposure.
•   PENTAX Shake Reduction (SR) technology features Pixel Track SR, Digital SR, and Movie SR, stabilizing your images and video for beautiful, blur-free results.
•   PENTAX Auto Picture mode automatically selects from eight shooting modes for beautiful images in any setting.
•   Sensitivity up to ISO 6400 boosts shutter speeds to freeze subject movement for blur-free images even in low lighting.

Available in two eye-catching color options, black with orange accents or white with purple accents, the PENTAX Optio WS80 will ship in September 2009 for $249.95 USD.
PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and 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.

# # #

Media contact:
Michelle Martin
303.728.0224
Michelle.martin@pentax.com

Consumer contact:
pentaxinfo@pentax.com
1-800-877-0155
http://www.youtube.com/pentaxian1

PENTAX Optio WS80 Major Features

Exceptional waterproof performance for underwater shooting and adventure
The palm-sized Optio WS80 assures reliable waterproof performance that allows underwater photography up to five feet for up two hours (JIS Class 8 standard). The WS80 also features the PENTAX-exclusive, highly water-repellent SP (Super Protect) coating on the protective glass panel that covers the zoom lens. As a result, the Optio WS80 may be rinsed clean with fresh water if it becomes covered with dirt or sand. Coupled with remarkable dustproof capabilities equivalent to JIS Class 6, the Optio WS80 may be used without worry in many different situations where water or dirt is a major concern.

High-quality images delivered by 10.0 effective megapixels
Combining 10.0 effective megapixels with the PENTAX-developed imaging engine and high-performance PENTAX zoom lens, the Optio WS80 produces brilliant, high-resolution prints with edge-to-edge sharpness even when images are enlarged.

High-performance optical 5X zoom lens
The slim, palm-sized Optio WS80 features an optical 5X zoom lens covering focal lengths from 35mm to 175mm in the 35mm format. The camera offers an Intelligent Zoom function that extends the zoom range up to approximately 28.5X for even tighter zooming in on the subject.

High-quality, widescreen, HD movie recording
The Optio WS80 captures beautiful, flawless HD movie clips at 16:9 aspect ratio (1280 x 720 pixels)* at a frame rate of 30 frames per second. The camera also comes equipped with advanced, user-friendly features designed to facilitate movie recording: the Movie SR (Shake Reduction) mode, which automatically compensates for camera shake during movie shooting; and the Underwater Movie mode, which automatically optimizes color settings for underwater movie shooting.
*When the Optio WS80’s AV output terminal is used, movie clips are output as normal image-size data. If the user wishes to play back movie clips at high-definition-TV proportions (1280 x 720 pixels), the data must be transferred to a personal computer for playback.

High-speed Face Detection, with a range of user-friendly features
The Optio WS80’s advanced Face Detection AF & AE function captures 32 faces in sharp focus and perfect exposure in a mere 0.03 seconds. It also accurately detects a subject facing the camera at an angle or with a tilted head. The Optio WS80 offers other user-friendly features, including:
•   A Smile Capture mode automatically releases the shutter the moment the camera detects the subject’s smile.
•   A Blink Detection function warns the photographer when a subject’s eyes close at the time of shutter release.
•   A Small Face filter helps reduce a subject’s face so that it appears smaller in proportion to the body to produce more flattering well-balanced portraits.

Triple anti-shake protection to prevent different types of camera shake
Pixel Track SR mode
When recording still images, the Optio WS80’s Pixel Track SR (Shake Reduction) mode effectively compensates for camera shake by processing affected images.
High-Sensitivity SR mode*
When it detects low-lighting conditions in still-image shooting, the Optio WS80 automatically raises its sensitivity to as high as ISO 6400, making it possible to use a higher shutter speed. This effectively minimizes the adverse effects of camera shake and subject motion blur under poor lighting conditions.
Movie SR mode**
During movie recording, the Optio WS80 prevents blurry images by effectively minimizing annoying camera shake.
* When the High-Sensitivity SR mode is selected, the recorded size is fixed to 5M (2592 x 1944 pixels).
** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

Large 2.7 inch LCD monitor for effortless image viewing
The Optio WS80 features a large 2.7 inch extra bright color LCD monitor so photographers may view on-screen images, menus and mode-settings with ease while shooting and during playback.

Additional Features:
•   Interval shooting mode, convenient for fixed-point observation of starry skies, flowers and plants
•   High-speed 9 point AF system, with Auto-Tracking function, to maintain constant focus on a moving subject
•   Auto Picture mode automatically selects one of eight shooting modes for the optimum results in a wide variety of shooting conditions
•   A variety of digital filters including Toy Camera and Retro to add distinctive visual effects to recorded images
•   Dynamic Range adjustment prevents overexposed and underexposed areas in images
•   Digital Wide function creates a panoramic, extra-wide-angle image (equivalent to an image taken with an approx. 25.4mm lens in 35mm format) from two images
•   Digital Panorama mode creates a single panoramic picture from as many as three images
•   Style Watch function displays the time with pushbutton operation, even when the camera’s power is turned off
•   Image recovery function recovers accidentally erased images
•   Frame composite function (with 90 frames stored in the camera) shoots or composes images with decorative photo frames
PENTAX and Optio are trademarks of HOYA CORPORATION.
All other brands or product names are trademarks or registered trademarks of their respective companies.
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.
Design and Specifications are subject to change without notice.

PENTAX IMAGING APPOINTS CRIS AS PRIMARY FACTORY SERVICE CENTER FOR RETAILERS AND CONSUMERS IN THE UNITED STATES

Saturday, August 01, 2009 9:33:07 PM

GOLDEN, COLORADO (August 1, 2009) PENTAX Imaging Company, an innovator in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces, announced today that Camera Repair Instrument Service (CRIS), a leading provider of camera repair and imaging device maintenance, will partner with PENTAX to provide factory repair service for the PENTAX brand cameras and sport optics consumer products. In this agreement, CRIS will act as the “factory service facility” for dealers, and consumers in the United States.

“Everyone at CRIS is excited to expand our relationship with Pentax and their customers,” said Mark Treadwell, President and CEO of CRIS. “We look forward to utilizing our customer oriented approach and focus on process and quality to offer a service and support system that is the best in the industry.”

“PENTAX is equally excited about working with CRIS,” said John Carlson, Manager of Product Marketing and Support. “We anticipate that this alliance will allow us to deliver the highest level of customer service.”

More information is available at www.criscam.com or visit www.pentaximaging.com for CRIS customer service contact information.

About CRIS
Camera Repair Instrument Service (CRIS) is one of the top photographic and digital imaging equipment repair facilities in the United States. The company started in 1984 as the exclusive U.S. distributor for Kyoritsu Electric Co., a Japanese manufacturer of precision camera test and calibration equipment. CRIS provides repair for camera manufacturers including Pentax, Canon, Nikon, Ricoh, Sigma, Fuji, Olympus, Sony, Kodak, Casio, and Panasonic. Located in Chandler, Arizona, CRIS is also the exclusive North American camera service center for Ricoh Corporation.

About PENTAX Imaging
PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For 90 years, PENTAX technology 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.

# # #

Contact:

www.criscam.com
sales@criscam.com
(480) 940-1103

http://www.pentaximaging.com
pentaxinfo@pentax.com
(800) 877-0155

PENTAX ANNOUNCES ITS MOST SHOCK AND WATERPROOF DIGITAL COMPACT CAMERA EVER: THE OPTIO W80

Wednesday, June 24, 2009 6:00:00 AM

GOLDEN, CO (June 24, 2009)…The manufacturer that builds digital cameras to go boldly where none have gone before has announced the PENTAX Optio W80. More adventure-proof than ever, this latest PENTAX digital camera is waterproof, dustproof, coldproof, and now shockproof enough to withstand impact from a fall of more than three feet (one meter).

PENTAX first introduced dunkable digital cameras in 2003 to the delight of outdoor enthusiasts, travelers and families everywhere. Today, the PENTAX Optio W80’s waterproof design withstands depths of up to 16 feet (5 meters) to protect from rain and spills, as well as allowing full underwater photos and video for up to two hours. On dry land, the rugged, shockproof design protects against drops of up to 3.3 feet to protect the camera from hard use and occasional spills. Also featuring 12.1 megapixels, a 5X internal optical zoom (equivalent to 28-140mm), a slim one inch body, and a wide angle 28mm lens, the Optio W80 offers an expanded perspective that is ideal for landscape, group and more confined shots. With a PENTAX-developed imaging engine and a high-performance PENTAX zoom lens, the Optio W80 delivers brilliant, high-quality images with well-defined details. A Super Protect (SP) coating applied to the mineral crystal cover of the internal zoom lens helps repel water, grime and finger marks.

Other important features in the Optio W80 include a:

Coldproof design that allows the camera to be used in sub-freezing temperatures of 14 degrees Fahrenheit (-10 degrees Celsius), ideal for cold weather activities such as skiing and snowmobiling.
2.5 inch LCD monitor that features anti-reflective coating, making it easy to view, even in bright sunlight.
Widescreen, HD movie capture that records resolutions up to 1280x720 pixels at full-speed 30 frames per second.
Fast Face Detection technology that sees up to 32 faces in 0.03 seconds, with Smile Capture and Blink Detection, for perfect portrait shots.
Pixel Track Shake Reduction (SR) that ensures sharp images in any lighting condition, without adding high ISO noise. Digital SR and Movie SR are also available.
Close focusing, Super Macro mode that brings out the details in even the smallest subjects as close as 1 cm (less than one inch).

Available in Cardinal Red, Azure Blue and Gunmetal Gray, the Optio W80 will be available in July 2009 for $299.95 USD. To help keep the Optio W80 fresh and at hand, PENTAX offers a custom designed clear protective skin ($16.95 USD) and a comfortable floating wrist strap ($19.95 USD). More information about the Optio W80 and these accessories is available at: www.pentaximaging.com

and preorders may be placed now at www.pentaxwebstore.com . Product images are available here: http://www.pentaximaging.com/press/pressfiles.html .

# # #

Media contact:

Michelle Martin

303.728.0224

Consumer contact:

http://www.youtube.com/pentaxian1

1-800-877-0155

OPTIO W80 FACT SHEET

Enhanced rugged performance

With the most water and airtight external joints ever, PENTAX has improved the Optio W80’s underwater performance to more than 16 feet for up to two hours of continuous operation. Along with this outstanding JIS Class 8 waterproof rating, the Optio W80 provides JIS Class 6 dustproof and coldproof performance for reliable operation at temperatures as low as 14 degrees F (–10 degrees C).

New shockproof performance
With shock-absorbent material positioned throughout the Optio W80’s rigid and durable interior design, the Optio W80 will withstand impact from a fall from a height of more than three feet (one meter)* without damage to the body for reliability even in harsh shooting conditions.
* Measured under PENTAX-original testing standards (from a height of one meter, onto a surface of 5cm-thick plywood), conforming to MIL-STD 810F Method 516.5-Shock.

Optical 5X zoom lens for excellent zoom coverage from wide angle to telephoto
The Optio W80 features an optical 5X zoom lens covering focal lengths from 28mm wide angle to 140mm telephoto. With this wide zoom range, the Optio W80 may be used for a variety of challenging subjects and scenes including landscapes, architecture, large group shots and tight snapshots from a distance. For a tighter zoom on subjects, an Intelligent Zoom function extends the zoom range to approximately 31.3X.

High-quality HD-Widescreen movie recording
The Optio W80 captures beautiful, flawless, high-definition movie clips at 16:9 TV proportions (1280 x 720 pixels)* at a frame rate of 30 frames per second. The camera also is equipped with advanced features designed to facilitate high quality movie recording:

Movie SR (Shake Reduction) mode automatically compensates camera shake during movie shooting
Underwater Movie mode automatically optimizes color for underwater movie shooting.

*When the Optio W80’s AV output terminal is used, movie clips are output as NTSC/PAL data. If the user wishes to play back movie clips at high-definition-TV proportions (1280 x 720 pixels), the data must be transferred to a personal computer for playback.

Triple anti-shake protection

Pixel Track SR mode

When recording still images, the Optio W80’s Pixel Track SR (Shake Reduction) mode effectively compensates for camera shake by processing the amount of image blur with a dedicated ASIC. Pixel Track SR tracks motion blur at the pixel level and calculates blur volume in real time. After exposure, the recovery filter centers the motion effect around each pixel to compartmentalize the blur. Then, an adjustment filter sharpens the pixels to help remove the blur effect. Pixel Track SR results in sharp images without adding high ISO noise.

High-Sensitivity SR mode*
The Optio W80 automatically raises the sensitivity setting to as high as ISO 6400 when it detects low-lighting conditions in still-image shooting so that a higher shutter speed may be used. This effectively minimizes adverse effects of camera shake and subject blur under poor lighting conditions.
* When the High-Sensitivity SR mode is selected, the recorded size is fixed to 5M (2592 x 1944 pixels).

Movie SR mode*
During movie recording, the Optio W80 prevents blurry images by effectively minimizing annoying camera shake.

* When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

Auto Picture mode for automatic selection of eight different shooting modes

The Optio W80 features the PENTAX-original Auto Picture mode, which automatically 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 chooses the best mode choice for the photographer (from Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, Sport, Standard and Candlelight modes).

Automatic Face Detection of up to 32 faces in a mere 0.03 seconds
The Optio W80 features the advanced Face Detection AF & AE function for more accurate people shots. This function automatically detects up to 32 faces in the image field, and then optimizes focus and exposure settings in about 0.03 seconds. The Optio W80 is also equipped with the Smile Capture mode, which automatically releases the shutter the moment the camera detects the subject’s smile and a Blink Detection function, which warns the photographer if a subject’s eyes close at the time of shutter release.

Large LCD monitor for effortless outdoor viewing
The Optio W80 features a large 2.5 inch high-brightness color LCD monitor with approximately 230,000 dots. This monitor is treated with a special AR (Anti-Reflection) coating to cut the glare of external light and minimize annoying reflections, making it easy to view recorded images even in bright sunlight.

Additional features

An Auto Macro mode records dramatic close-up images of a subject from close as one centimeter.
A Digital Wide function to compose extra-wide-angle images (equivalent to an image taken with an approx. 21mm lens in 35mm format) from two images.
An AF-assisting spot beam projector (ON/OFF switchable) assists auto focusing operation in the dark.
A new D-Range setting to prevent overexposed (washed-out) and underexposed (blacked-out) areas in an image.
A decorative frame composite function to shoot or compose images with 90 photo frame selections stored in the camera.
20 digital filters, including Toy Camera and Retro, add distinctive visual effects to recorded images.
ACDSee for PENTAX 3.0 image viewing, editing and filing software included (compatible with Windows Vista^TM).

PENTAX and Optio are trademarks of HOYA CORPORATION.
All other brands or product names are trademarks or registered trademarks of their respective companies.
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.
Design and Specifications are subject to change without notice.

PENTAX OFFERS $100 INSTANT REBATE ON K20D BODY AND LENS KITS

Friday, June 12, 2009 6:00:00 AM

GOLDEN, CO (June 12, 2009)…PENTAX Imaging Company has announced a $100 INSTANT REBATE PROGRAM effective June 12 – June 20, 2009 on the K20D body and two lens kit configurations. The award winning, weather and dust resistant PENTAX K20 features 14.6 megapixels, a PRIME engine processor, and Shake Reduction that works with every PENTAX lens ever produced.

Consumers who purchase these products during this time period will benefit from instant savings on regular MAP/estimated retail pricing as follows:

PENTAX CAMERA

BEFORE REBATE*

LIMITED TIME
INSTANT REBATE

AFTER REBATE

PENTAX K20D Body	$ 799.95	$100.00	$ 699.95
K20D w/18-55mm Lens Kit	$ 879.95	$100.00	$ 779.95
K20D w/16-45mm Lens Kit	$1199.95	$100.00	$1099.95

*The instant rebates are valid only for a limited time for purchases made on three select camera configurations from June 12 - June 20, 2009. Pricing may vary.

The PENTAX INSTANT REBATE PROGRAM offers several consumer advantages. There is no need to submit or track claims or wait several weeks for a rebate check. More information about the program and all of these products is available at: www.pentaximaging.com and www.pentaxwebstore.com

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For almost 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.

# # #

Media contact:

Michelle Martin

303.728.0224

Consumer contact:

www.pentaxwebstore.com

PENTAX INTRODUCES ADVANCED PENTAX K-7 DIGITAL SLR

Wednesday, May 20, 2009 6:00:00 AM

New Camera Boasts Variety of Technological Firsts and Major Improvements

Over Previous K Series Cameras

GOLDEN, CO. (May 20, 2009)…PENTAX Imaging Company announced today the launch of the PENTAX K-7 digital SLR camera. This latest PENTAX K series camera is designed for advanced photographers seeking high-end design and features without the cost of a professional DSLR system. The PENTAX K-7 features a rugged, yet compact new body design, a new 14.6 megapixel CMOS sensor rebuilt from the ground up, and advanced features such as HD Movie Capture and new, unique-to-PENTAX camera controls. Compatible with every PENTAX lens ever made, the high-end K-7 features an abundance of long-anticipated new and improved features that are exclusive to the camera and combine to make it a tremendous photography tool.

“The K-7 will appeal to many current PENTAX SLR photographers who have been asking for more advanced features, but in a smaller, solid, comfortable-to-hold body,” said Ned Bunnell, president, PENTAX Imaging Company. “We also believe the combination of the K-7’s smaller, high quality construction coupled with the growing line-up of our Limited compact prime lenses will appeal to serious shooters who currently don’t own or previously hadn’t considered adding a PENTAX to their camera bag.”

Every PENTAX K-7 purchased includes an exclusive coupon for up to 15 percent savings on a variety of PENTAX products. More information about all of these products is available at: www.pentaximaging.com and preorders may be placed now at www.pentaxwebstore.com. Enjoy a preview of the PENTAX K-7 and the advanced features the camera offers on the PENTAX youtube.com channel http://www.youtube.com/pentaxian1. Images are available here: http://www.pentaximaging.com/press/pressfiles.html. Professional photographers interested in equipment loans may learn more about the PENTAX Pro Program by calling 1-800-877-0155.

The most significant features of the PENTAX K-7 that have never been offered before in any K series digital camera, and in some cases any camera, include:

· A compact, magnesium alloy body that is one of the smallest in the advanced photo enthusiast category to reduce bulk and allow users to travel light while maintaining durability and build quality (seven percent smaller than the K20D and up to 25 percent smaller than other cameras in the same class).

· A new 14.6 megapixel CMOS sensor rebuilt from the ground up to minimize noise, adds four channel output for fast image capture, and the ability to capture HD quality movies. It is the ideal combination of resolution and file size, allowing very large (poster size and larger) prints and cropping flexibility.

· A new 77-segment metering system quickly and accurately determines exposure for even the most complex and dynamic lighting situations.

· HD Movie capture features adjustable quality and resolution settings, aperture control, as well as mechanical Shake Reduction, and an external microphone terminal for recording stereo sound.* The K-7 will capture video at the default standard of 1280x720 resolution with a 16:9 aspect ratio (equivalent to 720p), 1536x1024 resolution with a 3:2 aspect ratio, or 640x416 resolution with a 3:2 aspect ratio (equivalent to VGA quality), all shot at 30 frames per second.

· An HDMI port with selectable output resolution (1080i, 720p, 480p, and auto) offers high resolution playback of images and video on modern high definition TV’s.

· A Dedicated AF-assist lamp further improves autofocus response and accuracy in low light conditions.

· An Electronic Level function ensures that images have truly level horizons to minimize post-capture editing.

· An innovative in-camera Lens Correction function that electronically adjusts for Distortion and Lateral Chromatic Aberrations to maximize image quality with DA series lenses.

· A dedicated Mirror Lock-up function eliminates image blur due to mirror movement during long exposures.

· A High Dynamic Range (HDR) image capture mode captures three images then combines them in camera to widen the exposure gamut to bring out detail in all exposure areas of images.

· A composition adjustment feature in Live View allows minor shifts in the framing and composition of images using the Shake Reduction mechanism without having to physically move the camera. This feature is ideal for tripod use.

· A programmable embedded copyright function preserves artistic integrity and image ownership during capture via a keypad that may record ownership in metatag data.

*Due to the compact size of the K-7 camera and the in-body Shake Reduction mechanism, a camera mounted microphone is a highly recommended accessory for optimal audio quality when capturing video.

A variety of K series camera features that are significantly improved in the PENTAX K-7 include:

· A striking 3 inch LCD with 921,000 dot resolution is perfect for detailed image or movie capture and review using the Live View function.

· A weather, dust and cold resistant (to 14° F or -10° C) body makes the K-7 the perfect camera for use in any environment, inside the studio or when travelling in any weather.

· Fast 5.2 frame-per-second shooting with a new PRIME II Image processing engine, which features fast circuitry and 4 channel output that is ideal for sporting events or any fast action situation.

· A top shutter speed of 1/8000 sec freezes even the fastest action in well lit settings.

· Live View mode, now with contrast AF, Face Detection, and optional histogram, grid, and bright/dark area display, allows you to quickly compose your images without having your eye against the viewfinder.

· A 100 percent field-of-view viewfinder (92X magnification) and bright focusing screen are ideal for accurate image composition and accurate focus.

· The PENTAX 11-point autofocus system features improved focus algorithms over previous generation K series DSLR cameras, providing faster, more responsive AF.

· The PENTAX-original Shake Reduction system now compensates for rotational sensor movement improving the sharpness of your images at the moment of capture.

· The K-7’s Dust Reduction system, improved over previous K series cameras, features a piezo-ceramic vibration action to the sensor’s low-pass filter for dust-fee image capture.

· A new high capacity battery features extended battery life, ideal for travel photography or video work.

· Advanced image capture settings, digital filters, and aspect ratio provide outstanding flexibility and creativity while minimizing the need for computer image manipulation.

· Custom Image modes with advanced parameter settings including new Key adjustment allow users to customize the processing mode to suit personal creative style.

Other K series innovations featured on the PENTAX K-7 include:

· Multiple exposure settings, including Green, Program, Sv, Tv, Av, TAv, M, Bulb, X-sync, and USER modes, provide extensive creative control over the exposure for photographers of all experience levels.

· Advanced white balance settings include highly customizable white balance fine tuning, color temperature adjustment, and post image capture manual white balance selection for perfect pictures in even the most difficult lighting.

· Dynamic Range setting with adjustable shadow correction brings out hidden or lost details in both highlights and shadows for even the highest-contrast, dynamic lighting.

· Dedicated PC socket for studio flash offers convenience for the studio photographer without adding hot shoe adapters.

· Advanced capture options include multi-exposure and interval shooting for creative special effects and time-lapse photography.

Along with the body, PENTAX announced a D-BG4 battery grip for exclusive use with the PENTAX K-7. This battery grip may be used in combination with the camera’s rechargeable lithium-ion battery to double camera’s battery life. The D-BG4 also accepts 6 AA batteries in a alternate battery tray for added freedom when shooting in the field. With a vertical shutter-release button, e-dials, AE-lock and a new focus button, the grip features the same weather-resistance, dustproof and coldproof construction as the PENTAX K-7.

PENTAX also announced two weather-resistant lens models developed specifically for PENTAX digital SLRs. The smc DA 18-55mm F3.5-5.6 AL WR and the smc DA 50-200mm F4-5.6 ED WR kit lenses feature weather-resistant seals to handle damp, inclement conditions. Complementing K series camera bodies, both lenses blend versatility with affordability, giving the casual photographer a broader canvas without having to carry a multitude of lenses.

The PENTAX K-7 body only will ship in July 2009 for $1,299.95 USD. The PENTAX D-BG4 battery grip also will ship in July 2009 for $229.95. The newest weather-resistant lenses will be priced at $199.95 for the DA 18-55mm and $249.95 for the DA 50-200mm. These products also will ship in July 2009.

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For almost 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. # # #

Media contact:

Michelle Martin

303.728.0224

Consumer contact:

http://www.youtube.com/pentaxian1

1-800-877-0155

PENTAX K-7 Fact Sheet

A durable, functional body, smaller than any other in its class
The K-7 is built exceptionally solid and durable with a chassis made of a highly rigid stainless-steel alloy and a housing made of a durable but lightweight magnesium-steel alloy. Construction includes 77 seals for weather, dust and cold-resistance for reliable operation even under harsh conditions and at temperatures as low as 14°F (-10°C). The camera also features a newly designed shutter unit providing a top shutter speed of 1/8000 second and the outstanding durability to withstand 100,000 shutter releases.

Despite all these features, the K-7 is one of the most compact and functional photo enthusiast level models in the market.

High-quality image reproduction
The K-7 incorporates a newly developed CMOS image sensor measuring 23.4mm by 15.6mm and featuring a high-speed, four-channel image data readout. With approximately 14.6 effective megapixels, this image sensor more accurately produces fine-detailed, gradation-rich images. With the adverse effects of digital noise significantly reduced, the sensitivity may be increased from ISO 100 up to the highest level of ISO 6400 (via a custom function).

High-performance, high-speed PRIME II imaging engine
The K-7 features the newly developed PRIME (PENTAX Real Image Engine) II, an upgrade of the original PRIME, as its imaging engine. This new imaging engine offers faster data-processing speed for higher quality images with richer gradation and more accurate color rendition. The system also offers high-speed movie data transmission.

High-quality movie recording at 1280 x 720 pixels; 30-frames-per-second
The K-7 adds a new movie recording function, extending the benefits of SLR photography to the world of movie shooting: For instance, reduce the depth of field to make the subject stand out, or use different lenses to create distinctive visual effects. Beautiful movie clips can recorded at different sizes — 640 x 416 pixels, 1536 x 1024 pixels, or 1280 x 720 pixels (16:9 high-definition TV proportions) — at a frame rate of 30 frames per second. The K-7 is also equipped with an HDMI terminal and an external microphone input terminal for high quality sound to match your videos.

Large, easy-to-view 3.0 inch wide-view LCD monitor with 921,000 dot resolution
The K-7 features a large 3.0 inch color LCD monitor with 921,000 dot resolution. The wide-view design allows the photographer to check the monitor image from approximately 170 degrees both vertically and horizontally, facilitating low and high-angle shooting using the Live View function.

High-speed continuous shooting at approx. 5.2 images per second
The high-speed continuous shooting mode captures as many as 40 images (in JPEG recording format) at a maximum speed of approximately 5.2 images per second, allowing photographers to follow the movement of an active subject or preserve a sequence of the subject’s expressions.

New 77-segment multi-pattern metering
Newly-developed for the K-7, a sophisticated 77-segment multi-pattern metering system greatly improves light-metering accuracy. By accurately analyzing various types of data (such as the image’s composition and format between upright and horizontal, and the subject’s distance and magnification) transmitted from the sensors in the camera body, this system greatly improves the accuracy of exposure control.

Live View image confirmation with Face Recognition AF and high-speed continuous shooting modes
The K-7 features the Live View function, which allows the user to view the image on the LCD monitor during shooting. This function is available not only in the Contrast AF mode, which optimizes the focus based on the subject’s contrast, but also in the Face Recognition AF mode, which automatically and accurately focuses on the subject’s face. A newly developed diaphragm-control mechanism allows the Live View function be used during Continuous Shooting mode with the mirror at lock-up position.

Optical viewfinder provides 100 percent field of view
The K-7 glass prism finder offers 100 percent field of view and an approximately 0.92X magnification to facilitate focusing and framing operations. A new Natural-Bright-Matte III focusing screen improves focusing accuracy during manual-focus operation.

New 11-point wide-frame AF sensor
The K-7’s new SAFOX VIII Plus wide-frame autofocus system features 11 sensor points (with nine cross-type sensors positioned in the middle). By adding the light source type to its data range, and driven by a greatly improved algorithm, PENTAX improved the AF system assuring reliable, responsive autofocus operation superior in speed and accuracy to the previous system. The K-7 also incorporates an AF-assist spotbeam projector in its built-in flash unit to improve autofocusing accuracy in the dark.

Next-generation Shake Reduction mechanism*
The K-7 features the PENTAX-developed SR (Shake Reduction) mechanism, which effectively compensates the adverse effect of camera shake by approximately 2.5 to 4 shutter stops, assuring sharp, blur-free images even under demanding shooting conditions. This innovative mechanism is compatible with all PENTAX interchangeable lenses ever produced. This new-generation version allows complete shift freedom, including rotationally, of the image-sensor regardless of the camera’s inclination. The mechanism also provides user-friendly new functions such as Automatic Level Adjustment and Minute Angle Adjustment (up/down, right/left and clockwise/counterclockwise) to help photographers compose images exactly to their specifications.
* Lenses compatible with this mechanism are the PENTAX K-, K_A-, K_AF-, K_AF2- and K_AF3-mount lenses; screw-mounted lenses (with an adapter); and 645- and 67-system lenses (with an adapter). Some functions may not be available with certain lenses.

New DR II mechanism to minimize dust spots
The K-7 is equipped with a newly developed Dust Removal (DR II) mechanism to more effectively remove dust and minimize spots on recorded images even after changing lenses in dust-prone outdoor settings. Using a piezo-ceramic vibration action, the system shifts or vibrates the low-pass filter located in front of the CMOS image sensor at supersonic speed to remove dust more efficiently. A unique dust-alert system also allows users to check for dust adhering to the low-pass filter prior to actual shooting.

Custom Image function to easily create desired visual effects
The K-7’s Custom Image function lets the user control the image’s finishing touch to capture their photographic intention, or reproduce the ambience of the scene. With the K-7, the user can select one of seven modes, including the new “Muted” mode designed to recreate an image with delicate, subdued colors. In addition to saturation, tone, contrast and sharpness, the function now makes it possible to adjust “key” and “contrast highlight/shadow” to the desired levels. The effects of these factors may be effortlessly confirmed on a preview image using the Digital Preview or Live View function before finalizing the settings.

Versatile exposure system for exceptional reproduction of creative intentions
Hyper Program function
The K-7’s Hyper Program function allows users to instantly switch to the Shutter- or Aperture-Priority AE mode from the Programmed AE mode, with a simple turn of the electronic dials on the grip. To return to the Programmed AE mode, simply press the green button positioned next to the shutter release button.

Hyper Manual function
When shooting in Manual mode, a single push of the green button allows the user to instantly set the proper exposure for the subject.

Sensitivity-Priority mode
The K-7 features a unique Sensitivity-Priority (Sv) mode, which is designed to automatically select the optimum combination of aperture and shutter speed for a user-selected sensitivity. The sensitivity can be shifted instantly in 1/2 or 1/3 steps by turning the electronic dial on the back panel.

Shutter/Aperture-Priority mode
Taking full advantage of the unique capability of digital cameras permitting automatic shift of sensitivity at any time, the Shutter/Aperture-Priority (TAv) mode automatically selects the most appropriate sensitivity for a user-selected shutter-speed/aperture combination. This allows the user to experiment with a greater range of photographic expressions with great ease.

Powerful rechargeable battery
The K-7 is powered by a large-capacity, rechargeable lithium-ion battery, which can capture approximately 980 images* when fully charged.
*Under testing conditions prescribed by PENTAX, when using a rechargeable D-LI90 lithium-ion battery with no flash.

Additional features:

· HDR (high dynamic range) function to create one composite image with an extra-wide gradation range from three images with different exposures

· Dynamic-range expansion function to compensate for both white-washed (overexposed) and blacked-out (underexposed) areas

· Digital level function for easy checking of the image’s levels

· Automatic compensation of distortion and lateral chromatic aberration (available only with D_A- and D_FA-series lenses)

· White balance control, featuring a new CTE mode to emphasize the color components of sunset scenes and a new incandescent-tinted fluorescent light mode

· Multi-exposure function, with a superimposition of already-recorded images on the LCD monitor for at-a-glance comparison

· Attachment of copyright credits on recorded images

· RAW button for single-action switching of image file format

· 16 digital filters to add a range of visual effects; a new function to record an overwritten history also available

· Color-specific control buttons/dials for easy recognition and quick access, based on the universal color design

· PENTAX Digital Camera Utility 4 software package, including a RAW-data processing application (based on the popular SILKYPIX RAW-data processing engine developed by Ichikawa Soft Laboratory) and a browser application

Optional accessory
Battery Grip D-BG4
Exclusively designed for the PENTAX K-7 camera body, the Battery Grip D-BG4 is powered by a rechargeable Lithium-ion battery or six AA-size batteries. Since it supplements the camera’s battery as an additional power source, the number of recordable images is greatly increased. To facilitate vertical-position shooting, this grip features extra shutter-release button, preview lever, electronic dials, AE-lock button, Green button and AF button. It also provides the same dustproof, weather- and cold-resistant construction as the camera body itself.

PENTAX, K-7, and PENTAX Digital Camera Utility are trademarks of HOYA CORPORATION.

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.

Designs and specifications are subjects to change without notice.

PENTAX OFFERS ONE MORE ROUND OF DIGITAL CAMERA INSTANT REBATE SAVINGS JUST IN TIME FOR DADS, GRADS AND BRIDES

Friday, May 15, 2009 6:00:00 AM

GOLDEN, CO. (May 15, 2009)…Surprise your favorite dad, grad or bride with a PENTAX digital camera and save. PENTAX Imaging Company has announced a third INSTANT REBATE PROGRAM effective May 15 – May 24, 2009 on select digital cameras.

The savings consist of a $20.00 USD instant rebate on the PENTAX P70 and the PENTAX E70 compact digital cameras and a $50.00 USD savings on the PENTAX K2000 digital SLR double lens kit.

The pocket-sized, vacation-friendly PENTAX Optio P70 and Optio E70 each feature generous megapixel resolution, stylish design, and the Face Recognition and Shake Reduction technology normally found on higher priced models. The PENTAX K2000 is an excellent choice for entry-level digital SLR photographers who are ready to unleash their creativity and step-up from their compact digital camera. Each camera makes a perfect gift for upcoming graduations, weddings and Father’s Day.

Consumers who purchase any of these products during this time period will benefit from instant savings on regular MAP/estimated retail pricing as follows:

PENTAX CAMERA

BEFORE REBATE*

LIMITED TIME
INSTANT REBATE

AFTER REBATE

PENTAX Optio P70	$199.95	$20.00	$179.95
PENTAX Optio E70	$139.95	$20.00	$119.95
PENTAX K2000	$649.95	$50.00	$599.95

(digital slr kit with DA L 18-55mm and DA L 50-200mm lenses)

*The instant rebates are valid only for a limited time for purchases made on three select cameras from May 15 – May 24, 2009. Pricing may vary.

The PENTAX INSTANT REBATE PROGRAM offers several consumer advantages. There is no need to submit or track claims or wait several weeks for a rebate check. More information about the program and all of these products is available at: www.pentaximaging.com and www.pentaxwebstore.com

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For almost 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.

# # #

Media contact:

Michelle Martin

303.728.0224

Consumer contact:

1-800-877-0155

PENTAX OFFERS MORE INSTANT REBATE SAVINGS ON SELECT DIGITAL CAMERAS

Friday, May 01, 2009 6:00:00 AM

GOLDEN, CO. (May 1, 2009)…PENTAX Imaging Company has announced another INSTANT REBATE PROGRAM effective May 1 – May 9, 2009 on select digital cameras. The instant savings consist of a $30.00 USD instant rebate on the PENTAX X70 Megazoom camera and a $50.00 USD savings on the PENTAX K2000 digital SLR single lens kit.

With a powerful 24X zoom and 12 megapixels, the compact, lightweight PENTAX X70 captures action from a distance and makes an ideal travel companion. The PENTAX K2000 is an excellent choice for entry-level digital SLR photographers who are ready to unleash their creativity and step-up from their compact digital camera. Both cameras make perfect gifts for upcoming graduations, weddings and Mother’s Day.

Consumers who purchase either of these products during this time period will benefit from instant savings on regular MAP/estimated retail pricing as follows:

PENTAX CAMERA

BEFORE REBATE*

LIMITED TIME
INSTANT REBATE

AFTER REBATE

PENTAX X70 $399.95 $30.00 $369.95

PENTAX K2000 $549.95 $50.00 $499.95

(digital slr kit with DA L 18-55mm lens)

*The instant rebates are valid only for a limited time for purchases made on two select cameras from May 1 – May 9, 2009. Pricing may vary.

The PENTAX INSTANT REBATE PROGRAM offers several consumer advantages. There is no need to submit or track claims or wait up to eight weeks for a rebate check that needs to be signed and deposited. More information about the program and these products is available at: www.pentaximaging.com and www.pentaxwebstore.com

PENTAX Imaging Company is an innovative leader in the production of a variety of digital cameras including weather resistant digital SLRs and compact, waterproof cameras, as well as lenses, flash units, binoculars, scopes, and eyepieces. For almost 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.

# # #

Media contact:

Michelle Martin

303.728.0224

Consumer contact:

1-800-877-0155

PENTAX OFFERS INSTANT REBATE SAVINGS ON SELECT CAMERAS

Friday, April 03, 2009 6:00:00 AM

GOLDEN, CO. (April 3, 2009)…PENTAX Imaging Company has announced an INSTANT REBATE PROGRAM effective April 3 – April 11, 2009 on select digital cameras. The instant savings range from $20.00 to $50.00 USD on three compact digital cameras and one digital SLR kit. Consumers who purchase select products during this time period will benefit from instant savings on regular MAP/estimated retail pricing on the following:

PENTAX CAMERA

BEFORE REBATE*

LIMITED TIME
INSTANT REBATE

AFTER REBATE

PENTAX Optio E70 $139.95 $20.00 $119.95

PENTAX Optio P70 $199.95 $20.00 $179.95

PENTAX Optio W60 $299.95 $50.00 $249.95

PENTAX K2000 $599.95 $50.00 $549.95

(digital slr kit with DA L 18-55mm

Lens and AF200FG Flash )

*The instant rebates are valid only for a limited time for purchases made on select cameras from April 3 – 11, 2009. Pricing may vary.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For almost 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.

# # #

Media contact:

Michelle Martin

303.728.0224

Consumer contact:

1-800-877-0155

PENTAX INTRODUCES THE PENTAX X70 MEGAZOOM DIGITAL CAMERA

Monday, March 02, 2009 7:00:00 AM

GOLDEN, CO. (March 2, 2009)…PENTAX Imaging Company has announced the PENTAX X70 Megazoom digital camera featuring a high magnification 24X optical zoom lens with wide-angle to super-telephoto coverage housed in a highly portable, compact, lightweight body. With 12 megapixels, SLR-like styling and flexible exposure modes, the PENTAX X70 is a true bridge between compact digital cameras and digital SLRs. The X70 is the ideal camera for the intermediate to advanced shooter who wants to step up in form and function from digital compact offerings without the size, weight, and expense of a true DSLR camera. The X70 offers photographers the ease-of-use of a compact camera with powerful shooting options traditionally found on a DSLR, such as aperture/shutter priority and metered manual modes, true hardware sensor-movement Shake Reduction, fast operation, and a high quality zoom lens. This new model performs superbly and effortlessly in a variety of photographic situations from casual day-to-day snapshots to travel and sports photography.

Also announced is the smc PENTAX DA 15mm F4 ED AL Limited ultra wide-angle lens for PENTAX Digital SLR Cameras. This latest model in PENTAX’s acclaimed Limited Lens series inherits all the attributes of this renowned product line including high quality image reproduction and high grade aluminum lens barrel finish, while providing users with a unique ultra wide-angle perspective. The lens will ship in April 2009 for $649.95 USD, while the PENTAX X70 will ship in April 2009 for $399.95 USD.

These PENTAX products will be displayed at PMA – The Worldwide Community of Imaging Associations Trade Show from March 3-5, 2009 in Las Vegas. More information is available here: www.pentaximaging.com and product images are available here: http://www.pentaximaging.com/press/pressfiles.html.

# # #

Media contact:

Michelle Martin

303.728.0224

Consumers:

1-800-877-0155

PENTAX X70 FACT SHEET

Versatile 24X optical Megazoom lens accommodates a range of subjects

Within a compact, lightweight body, the X70 features a high magnification optical 24X zoom lens offering a focal-length coverage between a wide-angle 26mm to a super telephoto 624mm (in the 35mm format). This is ideal for wide-angle scenic shots or group photos, as well as getting closer to the action at a sporting event. Coupled with the Intelligent Zoom function, the X70 zoom range may be extended to approximately 150 times (for a focal length of an astonishing approximately 3900mm in the 35mm format) without compromising the optical performance of the zoom lens.

High image quality

With 12.0 megapixels, a high-performance imaging engine, and the high quality PENTAX Megazoom lens, the X70 delivers super clear, high quality images in any shooting mode. Images at 12.0 megapixels are also suitable for printing at most large print sizes including 8x10, 11x17 and even larger poster size prints.

Large, easy-to-view 2.7 inch color LCD monitor

The PENTAX X70 features a large, bright 2.7 inch color LCD monitor with approximately 230,000 dots of resolution. An Anti-Reflection coating helps minimize glare from sunlight for more effective outdoor viewing. Also, the X70 comes with an electronic viewfinder for easy image composition and review in the brightest lighting conditions. You can also access the camera’s menus and other functions via the electronic viewfinder, so you will always be able to change settings no matter how bright it is outdoors.

Compact, lightweight design

The compact, lightweight design of the X70, one of the smallest and lightest cameras in it’s class, make it easy to transport and use. However, the small size does not mean features are compromised. The X70 includes a full range of automatic and manual features and functions.

Reliable Shake Reduction for sharp, blur-free images

The X70 incorporates an “image sensor shift” Shake Reduction system to assure sharply focused, blur-free images even under demanding photographic conditions such as when shooting at full telephoto or when shooting a sunset or indoor scenes with very low light. 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 X70 offers an outstanding camera-shake compensation effect, equivalent to approximately three shutter steps.

High-speed Continuous Shooting mode to capture the decisive moment

The X70 lets the photographer capture the subject continuously at a maximum speed of approximately 11 images per second and up to 21 images in succession.* Coupled with the Auto-Tracking AF mode that keeps a fast-moving subject in focus all the time, the X70 is sure to capture that once in a lifetime, decisive moment in sharp focus. The X70 is perfect for shooting sports action and active children and pets.

* When the continuous-shooting mode is selected, the image size is fixed at 5M (2592 x 1944 pixels).

Fast Face Detection AF&AE captures up to 32 faces in focus in approx. 0.03 seconds

The X70 Face Detection function is effective for capturing casual snapshots of people by optimizing the focusing and exposure of up to 32 faces in a single image in approximately 0.03 seconds. The X70 also offers other user-friendly functions including Smile Capture which automatically releases the shutter the instant it detects the subject’s smile, and Blink Detection which warns the photographer when the subject’s eyes are closed at the moment of capture.

Movie capture in high-definition TV image quality with anti-shake protection

The X70 captures high quality movie clips, equivalent in image quality to that of high-definition TV (1280 x 720 pixels) at 15 frames per second. The X70 also features Movie SR mode,** which effectively minimizes annoying camera shake during movie capture. The X70 can also record video at 848x480, VGA and QVGA resolutions at 30 frames per second, for full video capture flexibility. As a result, the photographer enjoys high-quality, blur-free movie shooting with minimal effort.

** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

Multi-mode exposure system

The X70 offers a choice of four exposure modes: Programmed AE, in which the camera automatically selects the optimal combination of aperture and shutter speed for a given subject and Aperture Priority AE, Shutter Priority AE and full Metered Manual modes, in which photographers are free to select either (or both) aperture and shutter speed to suit their photographic needs.

Auto Picture mode for the automatic selection of seven different shooting modes

The X70 features the advanced PENTAX Auto Picture mode, which automatically selects the most appropriate shooting mode for a given subject or scene by detecting the subject’s lighting, movement and other conditions. This user-friendly mode not only makes the right mode choice for the photographer (from Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, Sport and Standard modes), but also features an Auto Macro mode, which automatically switches the camera’s focus range to macro in close-range applications.

Auto sensitivity control up to a high ISO of 6400

The X70 comes equipped with an Auto Sensitivity Control function, which automatically shifts the sensitivity level in relation to the subject’s lighting condition and the lens focal-length setting. This allows the photographer to use a high shutter speed in dimly lit locations, such as night scenes or indoor sports events to effectively minimize camera shake and subject blur. The auto sensitivity control range can be set between ISO 50 and ISO 6400, and is range adjustable.

Additional Features

· Image Format Choice proportions of 4:3, 3:2, 16:9 or 1:1.

· Scene mode palette for easy selection from 20 scenes, including a new Baby mode for accurate exposure and skin tones when taking pictures of babies.

· Overexposure compensation function to prevent blown out (or clipped) highlights.

· A Super Macro mode may be used to shoot as close as 0.4 inches (one centimeter) away from a subject for stunning close-up details.

· Digital Wide mode quickly stitches 2 images together for an extra wide-angle image (equivalent to 20mm in the 35mm format).

· World time clock displays standard time in 75 cities in 28 time zones around the world for extra convenience when on the road.

· Frame Composite mode (with 90 built-in image frames) offers fun and creative ways to style up your shots.

· Approximately 33.6MB of built-in memory. Also compatible with SD and SDHC memory cards.

· Red-eye reduction function corrects for red eyes as the result of flash photography. Red-eye reduction can be applied during capture, or as a post-capture filter.

PENTAX is a trademark of HOYA CORPORATION.

All other brands or product names are trademarks or registered trademarks of their respective companies.

Print Image Matching is a trademark of Seiko Epson Corporation.

The PRINT Image Matching logo is a trademark of Seiko Epson Corporation.

Design and Specifications is subject to change without notice.

smc PENTAX DA 15mm F4 ED AL Limited Fact Sheet

Ultra wide-angle perspective

This new lens offers a 23mm angle of view (in the 35mm format) for eye-catching wide-angle images. Enjoy visual effects unique to ultra wide-angle lenses such as enhanced perspective and an expanded depth of field. This lens is perfect for capturing sweeping landscapes, magnificent architecture and confined interiors.

Limited Lens series quality

The PENTAX Limited Lens series is designed for the ultimate in image reproduction. True to the Limited lens tradition, this new lens not only assures excellent image quality, but also produces sharp, clear images with minimal distortion and outstanding contrast even at the maximum aperture. The optical design has been optimized for digital photography, and the barrel, built-in hood, and cap are all made of a high-grade aluminum material that is shaped for perfect proportions.

High-performance optics

This lens incorporates a hybrid aspherical (AL) lens and an extra-low-dispersion (ED) glass optical element to assure high-quality images with minimal aberrations, including lateral chromatic aberration. Compared with other ultra wide-angle lenses, image distortion is also extremely low.

Compact, lightweight design

With newly developed optics, this ultra wide-angle lens design is extremely compact and lightweight. It has no dome-shaped protrusion on the objective element, allowing the photographer to easily mount any 49mm diameter filters, including circular polarizing filters which are popular in landscape photography.

Additional features

· Built-in flower-shaped lens hood, with extendible design for easy carrying

· Minimum focusing distance of 0.5 feet (18 centimeters) for close-up photography

· PENTAX-developed Quick-Shift Focus System for instant switching to manual-focus operation after the subject is acquired by the AF system

· PENTAX-original Super Protect (SP) coating on front surface of the lens makes it easy wipe away fingerprints, cosmetics and other stains and smudges

PENTAX, and smc PENTAX are trademarks of HOYA CORPORATION.

Design and Specifications is subject to change without notice.

PENTAX LOWERS PRICE ON FEATURE-RICH, 14.6 MEGAPIXEL K20D

Monday, February 23, 2009 7:00:00 AM

GOLDEN, CO. (February 23, 2009)…PENTAX Imaging Company has announced a reduction in the minimum advertised price (MAP) of the award winning PENTAX K20 digital SLR. Effective immediately, the MAP price of the PENTAX K20D body and two K20D lens kit configurations have been reduced by $200.00 USD. The new MAP pricing is as follows:

PENTAX K20D body only: $799.95

PENTAX K20D with DA 18-55mm II lens kit: $879.95

PENTAX K20D with DA 16-45mm lens kit: $1199.95

“With this price reduction, PENTAX now offers consumers the highest resolution on one of the most fully-featured DSLRs priced under 800 dollars,” said Bill Zani, vice president sales and marketing, PENTAX Imaging Company.

Along with the price reductions, PENTAX is extending the K20D FREE Three Year Warranty (one year standard, two years extended) on all K20Ds purchased by March 31, 2009.

Highly rated by several consumer magazines, the PENTAX K20D digital SLR camera with 14.6 megapixels is equipped with advanced features including a dust-proof, weather-resistant body, PRIME image processor that allows full image customization, and PENTAX developed Shake Reduction that works with any of the 25 million PENTAX lenses ever manufactured. The PENTAX K20D is the most affordable high resolution DSLR camera in the advanced photo enthusiast category and allows more experienced photographers, who demand complete control, to fully customize the camera.

Visit www.pentaximaging.com to learn more and to locate a dealer.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For 90 years, PENTAX technology 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.

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Media contact:

Michelle Martin

303.728.0224

Consumers:

1-800-877-0155

PENTAX ANNOUNCES BOOK TO BENEFIT CHILDHOOD CANCER RESEARCH

Friday, February 20, 2009 7:00:00 AM

GOLDEN, CO (February 19, 2009)…..PENTAX Imaging Company is pleased to announce the PDML Photo Annual comprised of artwork from 59 photographers from around the world. This book will benefit Childhood Cancer Research. The project, led by Mark Roberts, an instructor in multimedia at Youngstown State University, with photographers Doug Brewer of Richmond, KY, Bill Robb of Regina, Canada, and Scott Loveless of Harrisburg, PA, brought together 59 artists in 15 countries to create this work. Their Internet-based approach facilitated coordination between the editors and dozens of contributors scattered around the world. Photographers uploaded their images through a web site, where the editors could view them and exchange ideas and opinions through email. The book was assembled electronically and uploaded to an online publishing site where copies are printed whenever orders are placed through the web.

Mark Roberts' partner, Dr. Lisa Teot of the University of Pittsburgh Medical Center, is a pediatric pathologist and member of the Children's Oncology Group, so they decided to use the book to raise money for the National Childhood Cancer Foundation's CureSearch project (www.curesearch.org). The PDML had previously undertaken a project selling photography-oriented items online to raise money for the CureSearch project, a charity dedicated to raising private funds for childhood cancer research by the Children's Oncology Group, the world's largest cooperative cancer research organization. (In addition, one of the photographers contributing to the project, Dr. Rick Womer of Philadelphia Children's Hospital, is a COG member.) 100 percent of the profits from sales of this book will be donated to the National Childhood Cancer Foundation.

The PDML (PENTAX-Discuss Mail List) is an email list of photographers all over the world, whose subject matter and styles are as varied as the countries in which they live. What they share is a sense of camaraderie and community, a deep love of the art of photography and the use of PENTAX cameras and lenses. Participating photographers came from United States, Canada, Great Britain, Norway, Israel, Australia, Germany, New Zealand, Spain, Serbia, Iceland, the Philippines, Italy, Hungary and India. The photographs range from sweeping landscapes to urban documentary, fashion shots to abstracts and from still-life to wildlife. The PDML Photo Annual 2008-2009 is available now at http://www.blurb.com/bookstore/detail/573542.

For more information on the PDML Photo Annual, see http://www.robertstech.com/pdmlbook or contact Mark Roberts at msroberts01@ysu.edu or 412-687-2835. For more information about the National Childhood Cancer Foundation and the Children's Oncology Group, contact Dr. Lisa Teot at the University of Pittsburgh Medical Center, 412-623-3746.

PENTAX ANNOUNCES PRICE DROPS ON K SERIES CAMERAS

Wednesday, February 04, 2009 7:00:00 AM

GOLDEN, CO (February 4, 2009)…..PENTAX Imaging Company is offering various kit promotions and price reductions in February 2009 making it more affordable for consumers to own a PENTAX digital camera.

Effective February 1, 2009, the PENTAX K20D digital SLR body alone and all other K20D body and lens configurations will have an in-store instant $100.00 Consumer Rebate. This is for a limited time only and ends February 22, 2009. PENTAX is also extending the K20D FREE Three Year Warranty (one year standard, two years extended) on all K20Ds purchased by March 31, 2009.

Purchasers of the PENTAX K2000 flash kit (PENTAX K2000 body, smc PENTAX DA L 18-55mm F3.5-5.6 AL lens, and the PENTAX AF200FG Auto Flash) will benefit beginning February 1, 2009 from a price reduction to $599.95 on this kit and three new configurations shipping to dealers in February 2009.

PENTAX K2000 two lens kit (PENTAX K2000 body, smc PENTAX DA L 18-55mm F3.5-5.6 AL lens, and an smc PENTAX DA L 50-200mm F4-5.6 AL lens) will be $649.95.
PENTAX K2000 single lens kit (PENTAX K2000 body, smc PENTAX DA L 18-55mm F3.5-5.6 AL lens) will be $549.95.
PENTAX K2000 body only is $499.95.

The Limited distribution white PENTAX K2000 DSLR system with a double zoom kit (PENTAX white K2000 body, white smc PENTAX DA L 18-55mm F3.5-5.6 AL lens, and a white smc PENTAX DA L 50-200mm F4-5.6 AL lens) will be offered at $679.95.

Visit www.pentaximaging.com to learn more about these products and to locate a dealer.

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Media contact:

Michelle Martin

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PENTAX INTRODUCES MARINE BINOCULAR MODEL

Wednesday, January 07, 2009 7:00:00 AM

GOLDEN, Colorado (December 15, 2008)…PENTAX Imaging Company has announced the PENTAX Marine 7x50 binocular with a built-in compass. A perfect companion for use on or around water, this binocular is an appealing model for boaters, sailors, fishing enthusiasts and more. The PENTAX Marine model features a built-in compass with an easy-to-read scale on a liquid bearing for quick dampening and quick, accurate readings. This built-in compass is enhanced by an LED Compass Illuminator for low-light or night use. Featuring the ideal magnification and objective lens diameter of 7x50, this marine binocular features a ranging reticle that determines distance from an object or object size from a distance.

The new PENTAX Marine binocular offers the high quality construction found in all PENTAX binoculars including nitrogen-filled, waterproof construction that thrives in the most extreme weather conditions. Phase-coated and super-reflective coated BaK-4 roof prisms provide high resolution, high contrast images and the fully multi-coated lenses maximize light transmission and color quality. An external lens coating prevents the elements from obscuring the view and a rubber covered exterior provides a sure grip that protects the internal mechanisms from damage. Helicoid eyepiece rings provide the most comfortable eye relief and the inner-focus optical design adds to the durability. The binoculars also offer long eye-relief for viewing with or without glasses and the click-stop adjustment locks in the right eyepiece diopter.

PENTAX Imaging Company will preview this new model from January 15-18 in Orlando, Florida at the 2009 SHOT SHOW®, the world’s premier exposition of firearms, ammunition, archery, cutlery, outdoor apparel, optics, camping and related products and services.

The PENTAX 7x50 Marine binocular with built-in compass will ship in February 2009 for US $199.00, and this model is covered by the PENTAX Worry-Free Warranty.

PENTAX Imaging Company is an innovative leader in the production of sport optics, digital cameras, lenses, and eyepieces. For almost 90 years, PENTAX technology 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 HOYA CORPORATION.

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MEDIA CONTACT:

Michelle Martin

303.728.0224

www.pentaxsportoptics.com

PENTAX on the web:

PENTAX ANNOUNCES COLORFUL, COMPACT OPTIO P70 AND OPTIO E70

Monday, January 05, 2009 7:00:00 AM

GOLDEN, CO (January 5, 2009)…PENTAX Imaging Company has announced two stylish, colorful, compact digital cameras: the Optio P70 and Optio E70. The ultra-slim PENTAX Optio P70 digital compact camera is a high-performance model featuring fast, advanced functions to make high-quality digital photography simple and effortless. With 12 megapixels for large, detailed images, a 4X optical zoom (equivalent to 27.5-110mm), plus a wide angle 28mm lens that is ideal for landscape, indoor and group photos, the fashionable Optio P70 metal body is available in multiple stylish colors. Additional features include a 2.7 inch high resolution, wide-angle view LCD panel, and new Pixel Track Shake Reduction technology to assure sharp images with low noise even in poor lighting. The Optio P70 also offers Advanced Face Recognition that tracks up to 32 faces in 0.03 seconds, and both Smile Capture that automatically releases the shutter when subjects smile, and Blink Detection to alert you if your subject’s eyes are closed. Digital Shake Reduction sets the sensitivity up to ISO 6400 to prevent subject blur, HD movie captures vivid video in widescreen 720p at 15 FPS, and a Vertical Snap mode allows image capture with the ease of a cell phone camera.

PENTAX also announced the latest model in the PENTAX easy-to-use, affordable compact digital E series: the Optio E70. Designed for new digital users, the Optio E70 offers simple operation with large control buttons in a compact, ultra-slim body. With a 10 megapixel CCD and a 3X wide zoom lens (equivalent to 35mm- 105mm), the Optio E70 features a 2.4 inch color LCD monitor to easily frame and review your images and video. Perfect for travelers, the Optio E70 is compatible with AA batteries that are easy to find in nearly every destination. PENTAX Auto Picture mode automatically selects from seven shooting modes for the best picture in any situation. The Optio E70 also features Pixel Track Shake Reduction technology, Advanced Face Recognition (32 faces in 0.03 seconds), Smile Capture and Blink Detection for beautiful, detailed images from an affordable camera.

The PENTAX Optio P70 will be available for $199.95 in a choice of three colors: white, red and silver. The PENTAX Optio E70 will be available in champagne gold, deep blue and red for $139.95 USD. Both cameras will ship in February 2009.

More information is available here: www.pentaximaging.com and product images are available here: http://www.pentaximaging.com/press/pressfiles.html

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For almost 90 years, PENTAX technology 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 Hoya Corporation.

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Media contact:

Michelle Martin

303.728.0224

PENTAX Optio P70 FACT SHEET

High image quality

Featuring 12 effective megapixels producing super-high-resolution images, the Optio P70 features a high-performance imaging engine assuring true-to-life color reproduction, and a renowned smc PENTAX lens. The camera also records movie clips in widescreen HD at the size of 1280 x 720 pixels at 15 FPS.

Optical 4X zoom lens with wide-angle coverage

With a compact, ultra-slim body, the Optio P70 incorporates an optical 4X zoom lens covering a focal length from 4.9mm to 19.6mm (equivalent to approx. 27.5mm to 110mm in 35mm format). This versatile lens is designed to cover a wide range of subjects and scenes - from wide-angle images of landscape scenery, architecture and group shots in confined locations to telephoto images with fine details. For higher-magnification photography, the camera features an Intelligent Zoom function that extends the digital zoom range to approximately 25X without compromising the optical performance of the zoom lens.

Large, easy-to-view 2.7 inch color LCD monitor

Despite compact dimensions, the Optio P70 features a large 2.7 inch high-brightness color LCD monitor. The bright screen makes image viewing easy both during shooting and playback and facilitates menu reading and mode setting.

Compact, ultra-slim body

The Optio P70 features a compact, ultra-slim, metal body measuring as thin as just over one-half inch in some sections (16.5 mm). Available in three colors (silver, red and white), this compact body design features a newly designed “Sliding Lens system”* and downsized components with high-density mounting technology. The Optio P70 is compact enough to pocket and carry just about anywhere.

* The PENTAX-original lens storage mechanism in which central lens groups are offset from the optical axis and the entire lens is stored in two vertical steps into the lens cylinder. As a result, the overall lens length at the fully retracted position is greatly reduced, contributing to the reduction in body depth.

Triple anti-shake protection

Pixel Track SR mode

When recording still images, the Optio P70’s new Pixel Track SR (Shake Reduction) mode effectively compensates for camera shake by processing the amount of image blur with a dedicated ASIC. Pixel Track SR tracks motion blur at the pixel level and calculates blur volume in real time. After exposure, the recovery filter centers the motion effect around each pixel to compartmentalize the blur. Then, an adjustment filter sharpens the pixels to help remove the blur effect. Pixel Track SR results in sharp images without adding high ISO noise.

High-Sensitivity SR mode**

When the Optio P70 detects low-lighting conditions in still-image shooting, the camera automatically raises sensitivity to as high as ISO 6400 for a higher shutter speed. This effectively minimizes the adverse effects of camera shake and subject movement under poor lighting conditions.

** When the High-Sensitivity SR mode is selected, the recorded size is fixed to 5M (2592 x 1944 pixels) at ISO 3200 and 6400.

Movie SR mode***

During movie shooting, the Optio P70 prevents blurry video by effectively minimizing camera shake.

*** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

Faster Face Recognition AF & AE function to capture the subject’s face in focus in approx. 0.03 seconds

The Optio P70 features the Face Recognition AF & AE function for snapshots of people. This optimizes focusing and exposure status of the subject — up to 32 faces in a single image — in approximately 0.03 seconds. The Optio P70 offers other user-friendly functions: a Smile Capture function automatically releases the shutter the instant it detects the subject’s smile and a Blink Detection function warns the photographer when the subject’s eyes close at the time of shutter release.

Auto Picture mode for automatic selection of eight different shooting modes

The Optio P70 features an advanced Auto Picture mode, which automatically selects the most appropriate shooting mode for a given subject or scene by detecting the subject’s lighting, size, movement and other conditions. This user-friendly mode chooses the optimal mode (Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, Sport, Standard and Candlelight) for the shooting situation, and also features an Auto Macro mode, which automatically switches the camera’s focus range to macro in close-up applications.

Vertical Snap mode for easy vertical-position shooting

The Optio P70’s unique and handy Vertical Snap mode simplifies vertical-position shooting, as it allows the photographer to zoom the lens and snap the picture with simple pushbutton operation of the OK button and 4-way controller on the back panel. In addition, all icons on the LCD monitor are automatically rotated for vertical-position viewing. This new mode offers the same ease of operation as a cellular phone camera.

Additional features

· HD widescreen video capture records beautiful and detailed movies at 720p at 15 FPS

· Digital Wide function combines an extra wide-angle image (equivalent to an image taken with an approx. 21mm lens in 35mm format) from two images

· Digital Panorama mode combines single panoramic picture from as many as three images

· The shooting mode palette offers easy selection of 26 modes including a new Party mode for low light settings

· A Favorites function saves reduced-size files of special images stored in the camera’s internal memory for quick playback of your favorite images

· Image recovery function retrieves accidentally erased images

· Frame Composite function offers 90 decorative digital frame selections to embellish captured images

· Approximately 33.7MB built-in memory

· Red-eye reduction function corrects red eyes in recorded images during playback

· ACDSee for PENTAX 3.0 image viewing, editing and filing software included, supporting Windows VistaTM

· Compatibility with PictBridge DPOF functions, Exif Print and PRINT Image Matching III

PENTAX, Optio and smc PENTAX are trademarks of HOYA CORPORATION.

All other brands or product names are trademarks or registered trademarks of their respective companies.

Print Image Matching is a trademark of Seiko Epson Corporation.

The PRINT Image Matching logo is a trademark of Seiko Epson Corporation.

Design and Specifications is subject to change without notice.

PENTAX Optio E70 FACT SHEET

High image quality assured by approximately 10 effective megapixels

Available in three colors (champagne gold, wine red and deep blue), the Optio E70 features approximately 10.0 effective megapixels. Combined with a new imaging engine with much-improved processing capacity and a high-performance PENTAX lens, this resolution assures high-quality digital images with edge-to-edge sharpness.

Large LCD monitor and easy-to-use control buttons

The Optio E70 offers an easy-to-view 2.4 inch color LCD monitor with approximately 112,000 dots of resolution.

In addition, the camera’s shutter release and other control buttons are larger than previous models to help facilitate camera operation. Larger icons on the LCD monitor help make the Optio E70 quick and effortless to set and confirm desired modes and functions.

Easy-to-use 3X optical zoom lens

With a 3X optical zoom lens offering an angle of view equivalent to 35mm wide angle to 105mm telephoto in 35mm format, the Optio E70 captures a wide range of subjects, including landscapes, keepsake photos and portraits. For higher-magnification photography, the camera offers an Intelligent Zoom function, which extends the digital zoom range to approximately 17.1 times without compromising the optical zoom lens image quality.

AA battery power

Powered by a pair of standard AA size batteries, the Optio E70 makes a great travel camera and the power-saving design records approximately 210 images* with one set of alkaline batteries (approximately 620 images with lithium batteries).

* Based on measurement conditions conforming to CIPA specifications.

Auto Picture mode for automatic selection of seven different shooting modes

The Optio E70 features an advanced Auto Picture mode, which automatically selects the most appropriate shooting mode for a given subject or scene by detecting the subject’s lighting, size, movement and other conditions. This user-friendly mode chooses the optimal mode (Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, Sport, Standard and Candlelight) for the shooting situation, and also features an Auto Macro mode, which automatically switches the camera’s focus range to macro in close-up applications.

Triple anti-shake protection prevent different types of camera shake

Pixel Track SR mode

When recording still images, the Optio E70’s new Pixel Track SR (Shake Reduction) mode effectively compensates for camera shake by processing the amount of image blur with a dedicated ASIC. Pixel Track SR tracks motion blur at the pixel level and calculates blur volume in real time. After exposure, the recovery filter centers the motion effect around each pixel to compartmentalize the blur. Then, an adjustment filter sharpens the pixels, to remove the blur effect. Pixel Track SR results in sharp images without adding high ISO noise.

High-Sensitivity SR mode**

When the Optio E70 detects low-lighting conditions in still-image shooting, the camera automatically raises its sensitivity to as high as ISO 6400 for a higher shutter speed. This effectively minimizes the adverse effects of camera shake and subject movement under poor lighting conditions.

** When the High-Sensitivity SR mode is selected, the recorded size is fixed to 5M (2592 x 1944 pixels at ISO 3200 and 6400).

Movie SR mode***

During movie shooting, the Optio E70 prevents blurry video by effectively minimizing camera shake.

*** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

Faster Face Recognition AF & AE function

The Optio E70 features faster Face Recognition AF and AE function for improved snapshots of people. This function optimizes focusing and exposure status of the subject — up to 32 faces in a single image — in approximately 0.03 seconds. The Optio E70 also offers a Smile Capture function that automatically releases the shutter the instant it detects a subject’s smile and a Blink Detection function that warns photographers when the subject’s eyes close at the time of shutter release.

Green mode for worry-free shooting for all photographers

With single pushbutton operation, the Optio E70’s Green mode selects the optimum combination of exposure settings, ISO sensitivity and other factors for hassle-free photography. It makes high-quality digital photography simple and effortless, even for first-time digital camera users. This mode also comes in handy when the photographer asks others to take a picture for them, and to preserve camera settings.

Additional features

· Nine-point AF system, with Auto-Tracking AF function to maintain constant focus on a moving subject

· A Favorites function saves reduced-size files of special images stored in the camera’s internal memory for quick playback of your favorite images

· Image recovery function to retrieve accidentally erased images

· Recording of movie clips at sizes up to VGA 640 x 480 pixels with movie SR

· Digital Panorama mode to compose a single panoramic picture from three images

· World-time function to keep track of local time at 75 cities in 28 time zones around the world

· Frame Composite function offers 90 decorative digital frame selections to embellish captured images

· ACDSee for PENTAX 3.0 image viewing, editing and filing software included, supporting Windows Vista™

· Compatibility with PictBridge, DPOF functions, Exif Print, and PRINT Image Matching III

PENTAX and Optio are trademarks of HOYA CORPORATION.

All other brands or product names are trademarks or registered trademarks of their respective companies.

Print Image Matching is a trademark of Seiko Epson Corporation.

The PRINT Image Matching logo is a trademark of Seiko Epson Corporation.

Design and Specifications is subject to change without notice.

PENTAX ANNOUNCES LIMITED EDITION WHITE K2000 DOUBLE ZOOM DIGITAL SLR SYSTEM

Tuesday, December 16, 2008 7:00:00 AM

GOLDEN, CO (December 16, 2008)…PENTAX Imaging Company has announced a limited edition, white PENTAX K2000 DSLR system with a double zoom kit. This new model replicates the original K2000 design that launched in September 2008 for consumers who are ready to make the transition from a point-and-shoot digital camera to digital SLR photography. The new camera body and both lenses* feature a brilliant white color with black trim.

The white PENTAX K2000 is an entry-level system consisting of the new PENTAX K2000 body, a white smc PENTAX DA L 18-55mm F3.5-5.6 AL lens, and a white smc PENTAX DA L 50-200mm F4-5.6 AL lens. Bundled as a complete kit for the convenience of the customer, the PENTAX K2000 system offers uncomplicated operation for new digital SLR users and family photographers seeking high-quality digital SLR photography for the first time. Combining PENTAX-developed, easy-to-use Auto Picture modes as well as powerful learning functions all housed in one of the smallest, lightest camera bodies in its class, the PENTAX K2000 system is ideal for digital SLR beginners. Additional features on the newest digital K2000 SLR body include a 10.2 megapixel CCD, a 2.7 inch, 230,000 dot high resolution, wide-view LCD panel, and an ultra compact design that facilitates one handed operation. The body also features the same PENTAX-developed Shake Reduction technology found on more advanced K series digital SLRs. PENTAX Shake Reduction is compatible with more than 25 million PENTAX lenses to deliver sharp images even when handheld at slower shutter speeds. The K2000 also features the powerful PENTAX-developed Auto Picture Mode, which selects from Portrait, Landscape, Macro, Action, and Night Portrait modes to tailor the camera settings for any photographic situation. The camera also has a comprehensive Dust Removal system to help keep images spotless. A dedicated programmable help button clearly explains current camera settings to guide and teach the user about digital SLR photography.

The lenses included with this PENTAX K2000 system are the white versions of a newer series introduced with the DA L designation. This DA L series offers the same optical performance and compatibility as the current smc PENTAX DA 18-55mm II and smc PENTAX DA 50-200mm lenses. This stylish, limited edition white PENTAX K2000 kit will be available on a very limited basis in February 2009 at a price to be announced.

More information is available here: www.pentaximaging.com and product images are available here: http://www.pentaximaging.com/press/pressfiles.html. PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For almost 90 years, PENTAX technology 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 Hoya Corporation.

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*Note: The white smc PENTAX DA L 18-55mm F3.5-5.6 AL and smc PENTAX DA L 50-200mm F4-5.6 lenses will only be available in the US as part of the white PENTAX K2000 Double Zoom Kit. This new PENTAX digital SLR body will only be available under the white PENTAX K2000 product name in the US. The same body will be available under the PENTAX K-m product name outside of the US.

Media contact:

Michelle Martin

303.728.0224

PENTAX K2000 Fact Sheet

Compact, lightweight body for enhanced portability and maneuverability

Despite the large image sensor (23.5mm by 15.7mm), the PENTAX K2000 offers a compact, lightweight body to assure remarkable portability and maneuverability. The design incorporates a high-rigidity stainless-steel chassis, a more compact Shake Reduction mechanism and circuit boards, and the latest in high-density body component assembly to ensure efficient positioning and layout of various parts, including the repositioning of the battery compartment, to maximize ergonomics. The camera grip has also been redesigned for a firm, comfortable hold of the camera body.

Simplified ergonomics with dedicated Help button

The PENTAX K2000 features a newly designed control system that positions most of the buttons and dials on the camera’s grip side making it easier to operate the camera with one hand. Additionally, a dedicated reprogrammable Help button displays camera functions on the camera’s LCD screen. This built-in user’s manual is ideal for those who are unfamiliar with digital SLR cameras.

PENTAX original Shake Reduction mechanism for sharp, blur-free images

The PENTAX K2000 comes equipped with the PENTAX-developed Shake Reduction (SR) * mechanism to reduce camera shake for sharp, blur-free images even under demanding shooting conditions - such as with telephoto lenses, in low light, at night without supplementary flash illumination and for extended exposures in sunset scenes. This innovative SR mechanism shifts the position of the image sensor vertically and horizontally at high speed using magnetic force, while adjusting the shifting speed in exact proportion to the amount of camera shake detected by a built-in sensor. SR offers an outstanding compensation effect up to the equivalent of approximately four shutter steps. As a result, the body does not require special anti-shake lenses and may be used with almost all existing PENTAX interchangeable lenses.

* Lenses compatible with this mechanism are: the PENTAX K-, K_A-, K_AF-, K_AF2-, and K_AF3-mount lenses; screw-mount lenses (with an adapter); and 645- and 67-system lenses (with an adapter). Some functions may not be applicable with certain lenses.

Comprehensive Dust Detection and Removal system

The PENTAX K2000 features the user-friendly Dust Removal (DR) system to prevent dust from appearing on images. Applied to the CCD image sensor low pass filter surface through the vapor deposition process of a fluorine compound, the PENTAX developed original SP (Super Protect) coating effectively prevents dust from sticking to the sensor. For any stubborn dust that still remains on the surface, the SR system shifts the image sensor at high speed to shake off these particles. Finally, the dust that is shaken off the image sensor falls onto an adhesive sheet positioned at the bottom of the SR unit, eliminating any possibility of it returning to the image sensor surface. This DR system also offers a Dust Alert function, which allows the user to detect any placement of dust on the sensor in advance of cleaning operations.

Auto Picture and creative Scene modes

The PENTAX-developed Auto Picture mode is programmed to automatically select the most appropriate shooting mode such as Portrait, Landscape, Action, Night Scene, Night Scene Portrait, and Macro for a given subject. Since all camera settings, including aperture, shutter speed, white balance, saturation, contrast and sharpness are then automatically adjusted by the camera for optimum results, users can concentrate on image composition rather than mode selection. For more unconventional subjects and environments, PENTAX also includes 10 creative scene modes. Combined, the K2000’s automatic modes offer users great flexibility as they explore digital SLR photography.

High-quality image

The PENTAX K2000 combines a large, 10.2 megapixel sensor with the sophisticated PENTAX Real IMage Engine (PRIME) as the imaging engine. This combination produces beautiful, detailed images with subtle gradations. The K2000 also features a Custom Image function, which offers a choice of six processing presets to give photographers high quality image processing flexibility.

High-speed continuous shooting up to 3.5 frames per second

The PENTAX K2000 allows users to shoot images up to approximately 3.5 frames per second (in the JPEG recording format), allowing photographers to capture fast action sequences with ease.

High-precision 5-point AF system

The PENTAX K2000 incorporates a five-point, wide-area AF system (SAFOX with five cross-type sensors) for dependable, high-precision autofocusing. Using the five sensors positioned in a cross pattern over the image field, this system automatically selects the optimum focus sensor for a given subject. Additionally, Center Focusing allows the photographer to enable only the centermost focus sensor. PENTAX engineers were also able to improve the focus speed under poor lighting conditions for improved autofocus performance overall.

Auto sensitivity control up to ISO 3200

The PENTAX K2000’s auto sensitivity control function automatically sets the optimum sensitivity between ISO 100 and ISO 3200, based on such data as the subject brightness level and lens focal length. Since this allows the user to take advantage of faster shutter speeds in poor lighting situations (such as indoor sports events and night scenes), it helps the photographer to effectively reduce blur due to camera shake and subject movement.

Enhanced Dynamic Range and Shadow Adjustment mode

The K2000’s Enhanced Dynamic Range function allows the user to extend the dynamic range to prevent clipping in the highlight areas of the image. Additionally, Shadow Adjustment mode brings out detail in the darkest parts of the image. Combined, these functions help the user to produce beautiful, detailed images when shooting high-contrast subjects.

Large, easy-to-view 2.7 inch LCD monitor

The PENTAX K2000 features a large 2.7 inch color LCD monitor with approximately 230,000 dots of resolution. This monitor’s wide-view design allows the photographer to check the on-screen image from approximately 160 degrees both vertically and horizontally and offers digital zooming of playback images up to 16X for easy confirmation of the image’s focus and subject details.

Bright, clear viewfinder

With a lightweight penta-mirror prism and the acclaimed Natural-Bright-Matte focusing screen, the PENTAX K2000’s viewfinder delivers a large, bright image with an approximately 96 percent field of view and approximately 0.85X magnification.

Digital filters for unique visual expressions

The PENTAX K2000’s built-in digital filters allow users to effortlessly add creative and artistic touches to recorded images without the use of a PC. Users may select one of 14 different digital filters including the new Toy Camera and Retro filters to create the desired visual effect.

Additional Features

· Energy-efficient power supply, recording approximately 1,650 images with four AA-size lithium batteries (included)

· Status screen, displaying camera settings on the LCD monitor for at-a-glance confirmation

· Index function, for five different types of display and printing modes

· Choice of 16-segment multi-pattern metering, center-weighted metering and spot metering to accommodate various photographic applications

· Simultaneous recording of RAW and JPEG format images

· Compatibility with SD and SDHC memory cards

· In-body development of RAW images

· Compatibility with SDM autofocus lenses for quiet, smooth focus operation

· PENTAX PHOTO Laboratory 3 RAW data processing software and PENTAX PHOTO Browser 3 browser software included

PENTAX, and smc PENTAX are trademarks of HOYA CORPORATION.

PENTAX PHOTO Browser, PENTAX Laboratory, and SDM are trademarks of HOYA CORPORATION.

All other brands or product names are trademarks or registered trademarks of their respective companies.

Designs and specifications are subject to change without notice.

PENTAX ANNOUNCES DCF NV BINOCULAR SERIES

Monday, December 15, 2008 7:00:00 AM

GOLDEN, Colorado (December 15, 2008)...PENTAX Imaging Company announced a new binocular series with the renowned PentaBright™ technology assuring superior image quality. Available in 8x36 and 10x36 models, the PENTAX DCF NV offer the perfect combination of a semi-compact design with bright optics ideal for all around use.

With high resolution, phase-coated and super-reflective coated roof prisms that provide high contrast images, the DCF NV models feature fully multi-coated lenses to increase light transmission and color quality. Each model offers a fiber reinforced polycarbonate design that makes these binocular models extremely lightweight and durable. The rubber covered exterior of the DCF NV models provides a sure grip and protects the internal mechanisms, and the inner-focus optical design adds to the durability. The helicoid eyepiece ring with four click stops provide the most comfortable eye relief including long eye relief for viewing with or without glasses. A click-stop adjustment locks in the right eyepiece diopter for easy operation.

PENTAX Imaging Company will preview these new models from January 15-18 in Orlando, Florida at the 2009 SHOT SHOW®, the world’s premier exposition of firearms, ammunition, archery, cutlery, outdoor apparel, optics, camping and related products and services.

The DCF NV will ship in February 2009 at US $219.00 for the 8x36 and US $229.00 for the 10x36 model. Each model is covered by the PENTAX Worry-Free Warranty.

More information is available here:www.pentaxsportoptics.com and product images are available here: http://www.pentaximaging.com/press/pressfiles.html.

PENTAX ANNOUNCES PIONEER II AND GAMESEEKER 5X LINES OF RIFLE SCOPES

Monday, December 15, 2008 7:00:00 AM

GOLDEN, Colorado (December 15, 2008)...PENTAX Imaging Company has announced two new lines of rifle scopes – the Pioneer II® and the Gameseeker™ 5X series. The Pioneer II improves on its rugged predecessor by improving the optical design to give a brighter, sharper image. The Gameseeker 5X provides the maximum versatility in an affordable yet high quality rifle scope.

The PENTAX Pioneer II series features the Pioneer II 3-9x40 and 4.5-14x42 options. Each model includes solid one piece, one inch tube construction that makes these scopes extremely durable. Waterproof and nitrogen-filled for the most extreme weather conditions, these models feature fully multi-coated optics with PentaBright™ technology for a sharp, clear image. The one-quarter M.O.A. finger adjustable turrets make sighting-in accurate and fast, and the quick focus style eyepiece quickly adjusts the focus to match the user’s eyes. Each model is available with the popular Penta-Plex reticle.

The Gameseeker 5X offers 3-15X magnification and a large, 50mm objective to gather optimum light for a bright, clear image. This versatile zoom range is ideal for the widest range of shooting situations without compromising image quality. Also featuring one inch, one piece tube construction, the PENTAX Gameseeker 5X rifle scope is extremely durable and fully waterproof for the most extreme hunting situations. Each scope is nitrogen-filled to prevent internal fogging of optical elements, and the fully-multi-coated optics with PentaBright technology help increase light transmission to deliver sharp, clear images. The one-quarter M.O.A. finger adjustable turrets make sighting-in accurate and fast, and the quick focus style eyepiece adjusts focus to match the user’s eyes. This model is available with the popular Penta-Plex reticle.

The Pioneer II rifle scopes ship in February 2009 at US $199.00 for the 3-9x40 and US $219.00 for the 4.5-14x42 size. The 3-15x50mm Gameseeker 5X Matte rifle scope will ship in February 2009 for US $239.00. All models are covered by the PENTAX Worry-Free Warranty.

More information is available here: www.pentaxsportoptics.com and images are available here: http://www.pentaximaging.com/press/pressfiles.html

New Integrated Campaign Positions PENTAX Brand Identity, "BE INTERESTING™"

Friday, November 14, 2008 7:00:00 AM

Santa Monica, Calif., Nov. 14, 2008 - An integrated national rebranding campaign for PENTAX launches Nov. 14 on www.pentaximaging.com. The strategy developed by RPA, a leading independent advertising agency on the West Coast, communicates PENTAX's invigorated brand positioning-"independent spirits who see the world through a different lens."

Research revealed that the target audience, photo enthusiasts under 40 who consider themselves advanced amateurs, relies heavily on the Internet to evaluate and shop for cameras and related products-58 percent of consumers said they would choose the Internet if they had to choose just one method to research their consumer electronics purchase (source: Nielsen Online as cited in press release, July 22, 2008).

"To compete in the crowded camera marketplace, it was critical that we understand how our customers depend on the Internet," said Ned Bunnell, President of PENTAX Imaging Company. "We leveraged our key findings to elevate and revitalize the brand's digital presence."

The campaign's creative look and feel simplifies the brand's new positioning to "BE INTERESTING." The tagline has changed the face of all PENTAX communications, including brochures, packaging and internal communications. Throughout the digital creative, simple, thought-provoking reminders challenge and encourage the independent spirit; those thoughts are married with bold, iconic images of PENTAX products.

"The 'BE INTERESTING' direction came from a deep consumer insight we gained while getting to know the PENTAX brand and their loyalists. PENTAX users, and people who are naturally drawn to the brand, truly are independent spirits. They don't follow. They decidedly beat their own drum. The campaign's idea is to celebrate that independent spirit. And tie that spirit directly into PENTAX products," said Jim Real, Associate Creative Director/Copy at RPA.

Screen grabs of the home page are located here:

http://services.rpa.com/cafe_extranet/extranet.asp?v=_PHXC7N3Y0LDT4TO4|I6UH-.BRBZJR7

About PENTAX Imaging Company
PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces, mobile printers and scanners. For almost 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 HOYA CORPORATION.

About RPA
RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, and direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, Pharmavite's SOYJOY and PENTAX Imaging Company, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage and Reily Foods. For more information, visit http://www.rpa.com.

PENTAX DROPS K20D PRICE TO $999.95

Sunday, October 12, 2008 6:00:00 AM

Golden, CO (October 12, 2008)….PENTAX Imaging Company has announced significant savings on its flagship, award winning digital SLR. Beginning Sunday, October 12, 2008, the price of the PENTAX K20D digital SLR camera body has dropped to $999.95. The full-featured, 14.6 megapixel, weather-resistant DSLR features a three-step dust reduction system, the PRIME image processor, fully customizable capture and control settings, and PENTAX developed Shake Reduction that works with any of the 25 million PENTAX lenses ever manufactured. More details are available at www.pentaxslr.com.

PENTAX also reduced the price of the popular, rugged and waterproof PENTAX Optio W60 digital camera to $299.95. Lightweight and fully waterproof, the Optio W60 features 10 megapixels and a 5X zoom lens with 28mm wide-angle capability. The Optio W60 operates up to 13 feet underwater for two hours and at extreme temperatures well below freezing. More details are available at www.h20camera.com.

Both cameras and other exciting photography products are available for purchase from authorized PENTAX Dealers http://www.pentaxslr.com/buy/dealers and www.pentaxwebstore.com.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For almost 90 years, PENTAX technology 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.

# # #

Media contact:

Michelle Martin

303.728.0224

Current PENTAX product images for press purposes are available here: http://www.pentaximaging.com/Press/pressfiles.html

PENTAX ANNOUNCES K2000 DIGITAL SLR SYSTEM

Monday, September 22, 2008 6:00:00 AM

GOLDEN, CO (September 22, 2008)…PENTAX Imaging Company has announced the PENTAX K2000 DSLR system designed specifically for consumers who are ready to make the transition from a point-and-shoot digital camera to digital SLR photography. The PENTAX K2000 is an entry-level system consisting of the new PENTAX K2000 body, the smc PENTAX DA L 18-55mm f/3.5-5.6 AL lens, and the PENTAX AF200FG Auto Flash.

Bundled as a complete kit for the convenience of the customer, the PENTAX K2000 system offers uncomplicated operation for new digital SLR users and family photographers seeking high-quality digital SLR photography for the first time. Combining PENTAX developed, easy-to-use Auto Picture modes as well as powerful learning functions all housed in one of the smallest, lightest camera bodies in its class, the PENTAX K2000 system is ideal for digital SLR beginners. Additional features on the newest digital K2000 SLR body include a 10.2 megapixel CCD, a 2.7 inch, 230,000 dot high resolution, wide-view LCD panel, and an ultra compact design that facilitates one handed operation. The body also features the same PENTAX developed Shake Reduction technology found on more advanced K series digital SLRs. PENTAX Shake Reduction is compatible with more than 25 million PENTAX lenses to deliver sharp images even when handheld at slower shutter speeds. The K2000 also features the powerful PENTAX developed Auto Picture Mode, which selects from Portrait, Landscape, Macro, Action, and Night Portrait modes to tailor the camera settings for any photographic situation. The camera also has a comprehensive Dust Removal system to help keep images spotless. A dedicated programmable help button clearly explains current camera settings to guide and teach the user about digital SLR photography.

The lens included with the PENTAX K2000 system is the first of a new series introduced with the DA L designation. Along with the smc PENTAX DA L 18-55mm f/3.5-5.6 AL lens, PENTAX is announcing the smc PENTAX DA L 50-200mm f/4-5.6 ED zoom lens.* The affordable DA L series offers the same optical design, construction and compatibility as the current smc PENTAX DA 18-55mm II and smc PENTAX DA 50-200mm lenses. Also included with the system is the easy-to-use PENTAX AF200FG Auto Flash. This hot-shoe flash features a compact, lightweight body, wide angle diffuser, a guide number of 20 (at ISO 100/m) and simple dial operation to assure effortless flash photography for everyone.

*Note:The smc PENTAX DA L 18-55mm f/3.5-5.6 AL and smc PENTAX DA L 50-200mm f/4-5.6 ED lenses will only be available in the US as part of the PENTAX K2000 Lens Kit or PENTAX K2000 Double Zoom Kit. This new PENTAX digital SLR body will only be available under the PENTAX K2000 product name in the US. The same body will be available under the PENTAX K-m product name outside of the US.

PENTAX has also announced two high performance interchangeable lenses for use with PENTAX digital SLR cameras to deliver top-quality digital images. The smc PENTAX DA« 60-250mm f/4 ED[IF] SDM is a versatile telephoto zoom lens offering a high zoom ratio, while the smc PENTAX DA« 55mm f/1.4 SDM is a compact medium-telephoto lens offering a large maximum aperture. The two lenses are the newest members of the exclusive DA Star («) series, and each is designed to deliver top optical performance. Combining a host of advanced technologies including extra-low dispersion (ED) optical elements and PENTAX original lens coatings, these new lenses assure outstanding image quality with clear, high-contrast images, even at edges of the image field. These « lenses also feature water and dust resistant sealing for reliable operation in inclement weather conditions, as well as the PENTAX Quick-Shift Focus system to allow instant auto-to-manual focus switching. The objective lens surfaces are treated with the PENTAX original Super Protect (SP) coating. This special fluorine compound is applied to the lens surface through a vapor deposition process to create a surface that effectively repels dust, water and grease, making it easy to wipe off fingerprints and cosmetic marks. The combination of special lens coatings, ideal curvature and best positioning of optical elements assures these lenses are designed to optimize digital imaging characteristics, while effectively minimizing flare and ghosting. Additionally, the DA« 55mm f/1.4 lens also features a new Aero Bright coating for maximum light transmission, as well as rounded diaphragm blades to create a more circular aperture for smooth, beautiful bokeh at large apertures. The image circle of the lenses is perfectly proportioned to the image-sensor size of PENTAX digital SLR cameras, and despite the large maximum aperture, the lenses are designed to be compact and lightweight to enhance maneuverability and operability.

PENTAX also announced the PENTAX AF160FC Auto Macro Ring Flash. This accessory flash unit is uniquely suited for advanced close-up applications using the automatic exposure-control system of PENTAX digital SLR cameras. Designed to offer uniform lighting on a subject to minimize shadows, the flash is ideal for close-up, portrait, product, dental and medical applications.

All of these products will be exhibited at the PENTAX Booth during the Photokina 2008 Trade Show from Septenber 23 – 28 in Cologne, Germany. Two additional products will be previewed under glass during the show including a fifth model in the acclaimed PENTAX DA Limited series. The smc PENTAX DA15mm f/4 ED AL Limited lens offers ultra-wide-angle image capture and is designed for exclusive use with PENTAX digital SLR cameras. This lens is scheduled to ship in Spring 2009 at a price to be announced. PENTAX will also preview the smc PENTAX DA 1.4X SDM Rear Converter. This is the first PENTAX rear converter equipped for autofocus operation on PENTAX digital SLR cameras, and the product will feature the SDM autofocus drive for accurate, extra-smooth, and super-quiet autofocus operation. Price and shipping information to be announced.

HOYA CORPORATION's PENTAX Imaging Systems Division will exhibit all of these products* at Photokina from September 23 to 28 in Cologne, Germany. Available price and shipping dates of these products in the United States are as follows:

· The PENTAX K2000 digital SLR system with smc PENTAX DA L 18-55mm f/3.5-5.6 AL lens and PENTAX AF200FG flash will ship in November 2008 at US $699.95.

· The PENTAX K2000 digital SLR system with smc PENTAX DA L 18-55mm and

smc PENTAX DA L 50-200mm lenses will ship in early 2009.

· The smc PENTAX DA« 60-250mm f/4 ED[IF] SDM lens will ship in November 2008 at US $1499.95.

· The smc PENTAX DA« 55mm f/1.4 SDM lens will ship in December 2008 at US $799.95.

· The PENTAX AF160FC Ring Flash will ship in October 2008 at US $499.95.

· The smc PENTAX DA 15mm f/4 ED AL Limited lens and 1.4X Rear Converter SDM price and shipping information are to be announced.

*Price and shipping date subject to change.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For more than 80 years, PENTAX technology 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.

# # #

Media contact:

Michelle Martin

303.728.0224

http://www.pentaximaging.com/products/product_details/digital_camera--Optio_E60/reqID--10535116/subsection--optio

PENTAX K2000 Fact Sheet

Compact, lightweight body for enhanced portability and maneuverability

Simplified ergonomics with dedicated Help button

The PENTAX K2000 features a newly designed control system that positions most of the buttons and dials on the camera's grip side making it easier to operate the camera with one hand. Additionally, a dedicated reprogrammable Help button displays camera functions on the camera's LCD screen. This built-in user's manual is ideal for those who are unfamiliar with digital SLR cameras.

PENTAX original Shake Reduction mechanism for sharp, blur-free images

The PENTAX K2000 comes equipped with the PENTAX developed Shake Reduction (SR) * mechanism to reduce

camera shake for sharp, blur-free images even under demanding shooting conditions - such as with telephoto

lenses, in low light, at night without supplementary flash illumination and for extended exposures in sunset scenes. This innovative SR mechanism shifts the position of the image sensor vertically and horizontally at high speed using magnetic force, while adjusting the shifting speed in exact proportion to the amount of camera shake detected by a built-in sensor. SR offers an outstanding compensation effect up to the equivalent of approximately four shutter steps. As a result, the body does not require special anti-shake lenses and may be used with almost all existing PENTAX interchangeable lenses.

* Lenses compatible with this mechanism are: the PENTAX K-, KA-, KAF-, KAF2-, and KAF3-mount lenses; screw-mount lenses (with an adapter); and 645- and 67-system lenses (with an adapter). Some functions may not be applicable with certain lenses.

Comprehensive Dust Detection and Removal system

Auto Picture and creative Scene modes

The PENTAX developed Auto Picture mode is programmed to automatically select the most appropriate shooting mode such as Portrait, Landscape, Action, Night Scene, Night Scene Portrait, and Macro for a given subject. Since all camera settings, including aperture, shutter speed, white balance, saturation, contrast and sharpness are then automatically adjusted by the camera for optimum results, users can concentrate on image composition rather than mode selection. For more unconventional subjects and environments, PENTAX also includes 10 creative scene modes. Combined, the K2000's automatic modes offer users great flexibility as they explore digital SLR photography.

High-quality image

The PENTAX K2000 combines a large, 10.2 megapixel sensor with the sophisticated PENTAX Real Image Engine (PRIME) as the imaging engine. This combination produces beautiful, detailed images with subtle gradations. The K2000 also features a Custom Image function, which offers a choice of six processing presets to give photographers high quality image processing flexibility.

High-speed continuous shooting at 3.5 frames per second

The PENTAX K2000 allows users to shoot images up to approximately 3.5 frames per second (in the JPEG recording format), allowing photographers to capture fast action sequences with ease.

High-precision 5-point AF system

The PENTAX K2000 incorporates a five-point, wide-area AF system (SAFOX VIII with five cross-type sensors) for dependable, high-precision autofocusing. Using the five sensors positioned in a cross pattern over the image field, this system automatically selects the optimum focus sensor for a given subject. Additionally, Center Focusing allows the photographer to enable only the centermost focus sensor. PENTAX engineers were also able to improve the focus speed under poor lighting conditions for improved autofocus performance overall.

Auto sensitivity control up to ISO 3200

The PENTAX K2000's auto sensitivity control function automatically sets the optimum sensitivity between ISO 100 and ISO 3200, based on such data as the subject brightness level and lens focal length. Since this allows the user to take advantage of faster shutter speeds in poor lighting situations (such as indoor sports events and night scenes), it helps the photographer to effectively reduce blur due to camera shake and subject movement.

Enhanced Dynamic Range and Shadow Adjustment Mode

The K2000's Enhanced Dynamic Range function allows the user to extend the dynamic range to prevent clipping in the highlight areas of the image. Additionally, Shadow Adjustment mode brings out detail in the darkest parts of the image. Combined, these functions help the user to produce beautiful, detailed images when shooting high-contrast subjects.

Large, easy-to-view 2.7 inch LCD monitor

The PENTAX K2000 features a large 2.7 inch color LCD monitor with approximately 230,000 dots of resolution. This monitor's wide-view design allows the photographer to check the on-screen image from approximately 160 degrees both vertically and horizontally and offers digital zooming of playback images up to 16X for easy confirmation of the image's focus and subject details.

Bright, clear viewfinder

With a lightweight penta-mirror prism and the acclaimed Natural-Bright-Matte focusing screen, the PENTAX K2000's viewfinder delivers a large, bright image with an approximately 96 percent field of view and approximately 0.85X magnification.

Digital filters for unique visual expressions

The PENTAX K2000's built-in digital filters allow users to effortlessly add creative and artistic touches to recorded images without the use of a PC. Users may select one of 14 different digital filters including the new Toy Camera and Retro filters to create the desired visual effect.

Additional Features

· Energy-efficient power supply, recording approximately 1,650 images with four AA-size lithium batteries (included)

· Status screen, displaying camera settings on the LCD monitor for at-a-glance confirmation

· Index function, for five different types of display and printing modes

· Choice of 16-segment multi-pattern metering, center-weighted metering and spot metering to accommodate various photographic applications

· Simultaneous recording of RAW and JPEG format images

· Compatibility with SD and SDHC memory cards

· In-body development of RAW images

· Compatibility with SDM autofocus lenses for quiet, smooth focus operation

· PENTAX PHOTO Laboratory 3 RAW data processing software and PENTAX PHOTO Browser 3 browser software included

PENTAX, and smc PENTAX are trademarks of HOYA CORPORATION.

PENTAX PHOTO Browser, PENTAX Laboratory, and SDM are trademarks of HOYA CORPORATION.

All other brands or product names are trademarks or registered trademarks of their respective companies.

Designs and specifications are subject to change without notice

PENTAX DA L Lens Series Fact Sheet

smc PENTAX-DA L 18-55mm f/3.5-5.6 AL Lens

· A compact standard zoom lens with focal lengths from 27.5mm to 84.5mm (in the 35mm format) covering wide-angle to medium-telephoto ranges.

· Latest optical design featuring a high-performance aspherical lens element to minimize aberrations.

smc PENTAX-DA L 50-200mm f/4-5.6 ED Lens

· A super-compact, ultra-lightweight telephoto zoom lens with focal lengths from 76.5mm to 307mm (in the 35mm format).

· ED (Extra-low Dispersion) glass optical element to minimize chromatic aberrations over the entire zoom range and overall enhanced optical performance.

PENTAX, and smc PENTAX are trademarks of HOYA CORPORATION.

PENTAX PHOTO Browser, PENTAX Laboratory, and SDM are trademarks of HOYA CORPORATION.

All other brands or product names are trademarks or registered trademarks of their respective companies.

Designs and specifications are subject to change without notice

High Performance Lenses Fact Sheet

smc PENTAX-DA★ 60-250mm f/4 ED[IF] SDM Lens

· When mounted on a PENTAX digital SLR camera body, this zoom lens provides focal lengths from 92mm to 383mm in the 35mm format. The 4.2X zoom ratio covers a broad telephoto range, making it ideal for capturing sporting events and portraits.

· Two extra-low dispersion (ED) optical elements are incorporated into the lens to minimize chromatic aberrations. A unique nonlinear shifting system in the zoom mechanism effectively reduces field curvature aberrations and assures outstanding optical performance at all focal lengths.

· The large F4 maximum aperture is consistant over the entire zoom range for faster shutter speeds and flexible the depth of field control.

· An innovative hybrid AF system offers both extra-smooth, super-quiet SDM autofocus operation using a supersonic motor installed in the lens body, and conventional autofocus operation using a motor built into
the camera body.

smc PENTAX-DA★55mm f/1.4 SDM Lens

· When mounted on a PENTAX digital SLR camera body, this medium-telephoto lens offers a focal length of 80mm in the 35mm format. Coupled with its large F1.4 maximum aperture, it is ideal for portraiture applications.

· A newly developed Aero Bright Coating enhances lens performance by ef/fectively reducing reflections over a wider wavelength range. Compared to conventional multi-coatings, this new coating greatly improves light transmittance through the lens, while drastically reducing flare and ghosting that deteriorate image quality.

· Rounded diaphragm blades create a more circular aperture for smooth, beautiful bokeh at large aperture settings.

· The advanced SDM mechanism assures extra-smooth, super-quiet autofocus operation using a supersonic motor installed in the lens body. With an SDM exclusive autofocus system, the lens is designed to be quite compact, despite its large maximum aperture.

DSLR PHOTOGRAPHY & IMAGING WORKSHOP CRUISE ANNOUNCED

Saturday, September 20, 2008 6:00:00 AM

MARCH 29 - April 6, 2009

DSLR photography, printing and imaging will be the focus of an eight-day workshop cruise embarking from Ft. Lauderdale, FL to St. Maarten, St. Lucia and St. Kitts, in the Southern Caribbean, March 29 -April 6, 2009.

The workshop, ninth in series, is limited to 20 attendees who will participate in lectures, hands-on demonstrations and critiquing sessions by five photo professionals in a relaxed learning environment. Each enrollee will also receive up to $1,000 in hardware and software.

Arthur H. Bleich and Steven Katzman, both award-winning professional photographers and published authors, will reveal the artistic and technical skills required to recognize and shoot unique and imaginative images. Dan Loffler, Christine Walsh-Newton and Ron Wolfe will demonstrate other professional techniques and do personal mentoring.

Workshop participants will also learn how to exhibit and market their work, print, mat and frame color and B&W images, create a web photo gallery and publish their own photo books. Also offered will be one-on-one Photoshop and Photoshop Elements sessions at individual skill levels.

Attendees who do not yet own DSLRs may borrow a state-of-the-art Pentax DSLR for use prior to and during the workshop, and a bank of Epson printers will be available round-the-clock in the ship's high-tech conference room, from which full Internet service is available.

All-inclusive costs begin at $2,332, with non-attendee companions paying less than half. For further information visit: http://www.dpcorner.com/cruise or call 1-800-652-2267

PENTAX ANNOUNCES STYLISH, AFFORDABLE OPTIO E60

Monday, July 28, 2008 6:00:00 AM

PENTAX INTRODUCES BUDGET-PRICED, TEN MEGAPIXEL OPTIO E60

(July 28, 2008) Golden, CO…PENTAX Imaging Company has announced the PENTAX Optio E60 compact digital camera. With 10.1 megapixels, the PENTAX Optio E60 offers both new and experienced digital users beautiful high-resolution images and a variety of easy-to-use features at a budget price.

This latest member of the PENTAX Optio E series is newly equipped with an optical 3X zoom lens featuring a wide angle of view (equivalent to 32mm to 96mm in 35mm format) that is perfect for group shots in narrow settings, landscapes and architecture. In addition, the Optio E60 features a variety of modes including Auto Picture, Face Recognition, High Sensitivity Digital Shake Reduction, and a popular Green mode that sets exposure, sensitivity and other parameters with just a touch of a button for the newest of digital user.

The PENTAX Optio E60 also is a fine travel companion with easy-to-find AA battery power, World Time and Date Imprint functions, and an Image Recovery function to retrieve accidentally-erased, once-in-a-lifetime pics.

The PENTAX Optio E60 will be available in a stylish, black finish in October for under US $140.00.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For more than 80 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.

More details are available here:

# # #

Contact:

Michelle Martin

303-728-0224

Consumers:

1-800-877-0155

PENTAX DCF LV 9x28 BINOCULARS WINS BOTH OUTDOOR LIFE

PENTAX Optio E60 FACT SHEET

High quality images

The Optio E60 features a 10.1 megapixel CCD sensor for maximum resolution in an easy to use camera.

With a high-performance PENTAX lens and a new image processing engine with improved performance, the Optio E60 delivers high quality images even when enlarged.

Wide angle 3X optical zoom lens

The PENTAX Optio E60 features a 3X optical zoom lens with a wide angle of view equivalent to 32mm to 96mm in 35mm format (compared with more conventional 37.5mm to 112.5mm equivalent models). This wider view improves image capture of landscapes as well as group photos in narrow spaces. In addition, the Optio E60 offers an Intelligent Zoom function that extends the zoom range without compromising the optical zoom'S image quality for high-magnification zoom photography at a maximum of approx. 17.1X.

Supports convenient AA batteries

Powered by AA batteries that are easily available world wide, the Optio E60 features an energy-saving design that captures up to 200 shots* with AA alkaline batteries, and up to 620 shots* with AA lithium batteries.

*Based on measurement conditions conforming to CIPA specifications

Advanced Auto Picture mode automatically selects the ideal shooting mode

The Optio E60 is equipped with the Auto Picture mode that determines the conditions of the scene and automatically selects an optimal shooting mode for the camera. The camera also features several new scene modes including: Standard, Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, and Sport modes.

Face Recognition AF & AE function for easy and convenient photography of people

The Face Recognition AF & AE function automatically detects up to 10 faces in the picture frame and automatically sets the optimal exposure and focus. In addition, the Optio E60 extends face detection technology with such features as Half-length Portrait mode that trims the area around the detected person and automatically captures a half-length portrait of the person based on the detected information, and blink detection that tells the user if anyone in the image has closed eyes during the exposure.

High Sensitivity Digital SR mode reduces camera shake and subject blurring

Digital Shake Reduction reduces camera shake and blurring of the subject when photographing still images.

The sensitivity is adjusted automatically (to as high as the high sensitivity of ISO 6400) to match the brightness of subjects. This feature allows photography with fast shutter speeds and images with less blur. The Optio E60 now also features Movie SR to steady your video captures.

Green mode for automated setup

The Optio E60 Green mode automates camera setup so even digital beginners may enjoy effortless photography. With a single press, the Green mode automatically sets exposure, sensitivity, and other parameters according to the shooting conditions. This function also is useful when other users take your picture or camera settings are lost.

Additional Features

· 2.4 inch LCD monitor of approximately 112,000 dots with improved viewability outdoors

· Panorama mode for composing photographs into an incredibly wide panoramic picture

· World time function for 75 cities (28 times zones) worldwide

· Date imprint function for easy image categorizing

· Recording movies at sizes up to 640 x 480 pixels at 30 FPS with image quality rivaling camcorders

· A sleek, more streamlined design usually found on higher-end digital cameras

· 16-frame continuous shooting that enables for 16 images (640 x 480 pixels/image) to be shot continuously and recorded in 2 seconds

· Frame composite function allows photographers to shoot and create images with decorative frames

· FotoNation'S red-eye compensation function for flash shots

· Includes the ACDSee for PENTAX 3.0 viewer/image management software that supports Windows VistaTM

· Supports PictBridge, DPOF functions, Exif Print, and PRINT Image Matching III

PENTAX and Optio are trademarks of HOYA CORPORATION.

All other brands or product names are trademarks or registered trademarks of their respective companies.

Print Image Matching is a trademark of Seiko Epson Corporation.

The PRINT Image Matching logo is a trademark of Seiko Epson Corporation.

Design and Specifications is subject to change without notice.

PENTAX DCF LV BINO WINS BACK-TO-BACK OUTDOOR LIFE AWARDS

Thursday, June 19, 2008 6:00:00 AM

EDITOR'S CHOICE AND GREAT BUY AWARDS

GOLDEN, CO (June 19, 2008)…PENTAX Imaging Company announced that the company has received two important editorial awards for a binocular sport optics product.

OUTDOOR LIFE magazine has awarded the PENTAX DCF LV 9x28 compact binoculars with both the 2008 EDITOR'S CHOICE and a 2008 GREAT BUY award. This is the first time that a sport optics product has received both awards from the prestigious publication during its annual Optics Test. Featured in the June/July 2008 issue of OUTDOOR LIFE, the publication lauds the product with the following evaluation.

“…this year'S remarkable entry from PENTAX has world-class glass at a price point most sportsmen can afford. This hand-size marvel excelled in every category, leading the way in resolution and low-light performance but also getting the highest marks in every one of the subjective evaluations, including the coveted price/value consideration. The team especially liked the positive-locking, three-position eyecups, the bright crisp image and the pleasing ergonomics of the DCF LV. Its mid-range power and object lens size are about right for a compact, but it has the eye relief (18mm) and resolution of a full-size binocular. Its compact size and polycarbonate body make this a great choice when weight and mobility-along with value- are considerations.”

More information about this product is available from www.pentaxsportoptics.com and www.pentaximaging.com.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For more than 80 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.

# # #

Contact:

Michelle Martin

303-728-0224

Consumers:

1-800-877-0155

PENTAX BOBCAR CAMERA SHOWROOMS SCOOT AROUND COLORADO

Monday, June 09, 2008 6:00:00 AM

Unique, energy efficient 3-wheeled vehicle uses integrated approach to target camera buyers.

GOLDEN, COLORADO (June 9, 2008)…PENTAX Imaging Company is showing off its digital camera line-up on the streets of the Denver metro area over the next two weeks using a unique approach – The BobCar Showroom. BobCars are three-wheeled, energy efficient, mini-vehicles that offer a unique form of outdoor advertising to engage and educate consumers right on the street. The PENTAX mobile showrooms feature the latest PENTAX digital SLRs and compact digital cameras and offer consumers hands-on demonstrations, literature and special incentives being offered by PENTAX for purchasing selected products.

The PENTAX BobCar will scoot around downtown Denver, Cherry Creek, Wash Park, Boulder, Golden and southeast Denver from June 9 to June 22. The vehicle makes stops at strategic locations in close proximity to retail dealers where consumers may purchase PENTAX products. As a form of field marketing that offers non-traditional and flexible methods, BobCar Media was created by Snap Marketing in New York, an experiential marketing shop.

The format supports the PENTAX aim at building strong consumer relationships and loyalty that is further reinforced by the company'S Webby award winning website www.pentaxphotogallery.com.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For more than 80 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.

# # #

Media Contact:

Michelle Martin 303.728.0224

Consumer Product Information:

1-800-877-0155

PENTAX DA 17-70mm f/4 AL [IF] SDM LENS ANNOUNCED

Tuesday, June 03, 2008 6:00:00 AM

GOLDEN, CO. (June 3, 2008)…PENTAX Imaging Company has introduced the smc PENTAX DA 17-70mm f/4 AL [IF] SDM lens designed for exclusive use with PENTAX digital SLR cameras. This standard lens with extra zoom offers outstanding, well-balanced handling, and covers the most frequently used focal lengths between wide-angle and telephoto making it ideal for a variety of shots including scenery, snapshot and portraiture.

Previously shown in February at PMA 2008, this lens features a 4.1X zoom ratio covering wide-angle to moderate-telephoto ranges, and covers a focal-length range from 26mm wide angle to 107mm telephoto in the 35mm format. When mounted on a compatible* DSLR camera body, the PENTAX-original SDM system driven by a built-in supersonic motor, offers exceptionally smooth, quiet autofocus.

* This lens is compatible with the K20D, K200D, K100D Super and K10D (with Ver. 1.30 or later firmware installed) and later PENTAX DSLR camera bodies. When mounted on other camera bodies, the focus mode is automatically switched to manual.

Developed specifically for PENTAX digital SLRs,** this 17-70mm lens also features PENTAX SP (Super Protect) coating that protects the exposed lens elements and repels dust, water and grease. It also features a Quick-shift Focus System that allows instant switching from auto to manual focus with a turn of the focus ring.

**SDM-only focusing lens may be used with non-SDM PENTAX DSLR bodies in manual focus mode.

Other important features of this lens include:

Exceptional Image Clarity

Incorporating two hybrid aspherical (AL) optical elements, this zoom lens assures exceptional image quality while effectively compensating for various aberrations.

Maximum Aperture of f/4 Over Entire Zoom Range

With a maximum aperture of f/4 over the entire zoom range, the lens allows photographers to use higher shutter speeds to minimize camera shake (especially in telephoto applications) or reduce the depth of field to intentionally throw the background out of focus.

Close Minimum Focusing Distance

This lens offers a minimum focusing distance of 11 inches (0.28 meters) over the entire zoom range, and an Inner-Focus (IF) optical design that eliminates lens extension and retraction during focusing operation.

Digital SLR Optical Design

From lens coating and curvature to the positioning of optical elements, the lens optics are meticulously designed to optimize the lens'S digital imaging characteristics. The image circle is perfectly proportioned to a PENTAX camera'S image-sensor size.

SPECIFICATIONS

Lens mount: PENTAX KAF3 mount

Lens construction: 17 elements in 12 groups

Angle of view: 79° - 23° (with PENTAX D-SLR camera body)

Number of diaphragm blades: 7

Minimum aperture: F/22

Minimum focusing distance: 0.28m (0.92 ft.)

Filter size: 67mm

Maximum magnification: 0.31X

Dimensions (diameter x length): 75mm x 93.5mm (3.0 inch x 3.7 inch)

Weight: 485g (17.1 oz.) without hood; 515g (18.2 oz.) with hood

This PENTAX lens will ship in July 2008 at US $599.95. The PENTAX press image gallery is available here: http://www.pentaxtech.com/press/pressfiles.html

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For more than 80 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.

# # #

Contact:

Michelle Martin

303-728-0224

Consumers:

1-800-877-0155

PENTAX and smc PENTAX are trademarks of HOYA CORPORATION.

Design and Specifications are subject to change without notice.

FREQUENTLY ASKED QUESTIONS

Q: Why does the DA 17-70 only include the SDM focusing system?

A: With the DA17-70, we decided to use our SDM lens-based focus drive only due to concerns over size, weight, cost and development timeframe. The advantages of the SDM focusing system, such as silent and accurate AF, make this an ideal lens to be used with our latest DSLR bodies including the K20D, K200D, K10D and K100D Super. Plus the DA 17-70 is still usable with older DSLR bodies in manual focus mode.

Q: Will PENTAX continue to develop DSLR bodies with the older body-based focusing system?

A: Yes. We will continue to develop bodies that support the body based focus system in addition to the SDM system.

Q: Will PENTAX be developing SDM-only lenses from now on?

A: No: Despite the great advantages of our SDM autofocus systems, we will continue to develop both SDM and body-based focus systems. In fact, different types of lenses have different requirements. For example, our unique Limited lenses are often so compact that there is no space for an SDM autofocus motor. Until time and technology present other options, we will continue to develop both types of autofocus systems.

Remark: Current DA* lenses (16-50mm, 50-135mm, 200mm and 300mm) contain both SDM and body-based focusing. While we will continue to develop lenses for each type of autofocus system, we will also phase out lenses that support both types of focusing simultaneously. Due to issues of cost, development timeframe and other factors, in the future, PENTAX lenses will either support SDM focusing or body-based focusing, but not both.

Q: How can I tell if a lens is SDM-only?

A: To determine if a lens is SDM focusing only, check the mount specification. If it describes the mount as “KAF3” then the lens is SDM-only.

WATERPROOF PENTAX OPTIO W60 SHOOTS DEEPER, WIDER AND AT COLDER TEMPS

Thursday, May 22, 2008 6:00:00 AM

GOLDEN, CO -- May 22, 2008 -- PENTAX Imaging Company has announced the PENTAX Optio W60 compact digital camera. Lightweight and fully waterproof, the Optio W60 features 10 megapixels and a 5X zoom lens with 28mm wide-angle capability. The enhanced design of the Optio W60 allows the camera to operate up to 13 feet underwater for two hours and at extreme temperatures well below freezing.

Perfect for photography in adventurous as well as everyday settings, the 5X optical zoom refraction lens never protrudes from the Optio W60, yet it covers focal lengths from 5mm to 25mm (approximately 28mm to 140mm in 35mm format). This range allows the camera to capture a wide variety of scenes including expansive landscapes, architecture, and group photos in confined spaces as well as close-up telephoto shots of subjects. A Digital Wide function merges two shots into one image for ultra-wide-angle image capture (equivalent to a focal length of 21mm in 35mm format).

The Optio W60 also accompanies users to new aquatic depths. With improved design and construction of the shutter button and controls, as well as reinforced, airtight joints, the Optio W60 allows underwater photography up to 30 percent deeper than previous PENTAX waterproof models. In addition to the JIS Class 8 waterproofing standard, the camera is JIS Class 5 dustproof against dirt, sand and dust and operates in extreme temperatures as cold as 14 degrees Fahrenheit (minus 10 degrees Celsius).

Other important features and modes of the PENTAX Optio W60 include a High-Quality Movie mode with HD resolution up to 1280 x 720 pixels (comparable to a 720p HDTV at 15fps) as well as Auto Picture mode, fast Face Recognition, Smile Capture, Blink Detection, an Underwater Movie mode, High Sensitivity Digital SR mode that automatically adjusts the sensitivity up to ISO 6400, and an LCD monitor with a 170 degree wide-angle view and Anti-Reflection coating to reduce glare.

A perfect companion for indoor and outdoor enthusiasts, the PENTAX Optio W60 performs well during winter and summer activities as well as in and around water and sand. The PENTAX Optio W60 will be available in July 2008 for US $329.95 in a choice of two colors: Ocean Blue and Silver.

More information is available here: www.h20camera.com.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces, and mobile printers and scanners. For more than 80 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.

# # #

Media Contact:

Michelle Martin

www.h20camera.com

303.728.0224

Image gallery available here: http://www.pentaxtech.com/press/pressfiles.html

Customer Service:

1-800-877-0155

PENTAX Optio W60 FACT SHEET

10 Megapixel Resolution

With 10 effective megapixels, the PENTAX Optio W60 delivers highly detailed photos.

5X Zoom Lens

The PENTAX Optio W60 features an internal 5X zoom lens that covers focal lengths from 5mm to 25mm (approximately 28mm to 140mm in 35mm format) and a refraction lens that never protrudes from the camera while zooming. This system allows the camera to capture a variety of scenes including expansive landscapes, architecture, and group photos in confined spaces as well as close-up telephoto shots of subjects. When combined with the intelligent digital zoom function (up to 5.7X) zoom magnification may be increased to 28.5X.

Enhanced Waterproof And Extreme Weather Performance

The Optio W60 operates underwater up to 13 feet (four meters) for up to two hours, which is an increase of 30 percent over the performance of previous PENTAX models that were limited to 10 feet. This performance is the result of improved construction of the shutter button and other controls and reinforced, airtight external joints. Waterproofed to the JIS Class 8 standard, the camera is dustproof to JIS Class 5 against sand and dust and operates in temperatures as cold as 14 degrees Fahrenheit (minus 10 degrees Celsius). This makes it a perfect choice for outdoor winter activities such as skiing as well as for water sports including boating, fishing, kayaking, snorkeling, etc.

Bright, Wide-angle LCD Monitor

The 2.5 inch high-resolution (approximately 230,000 dots) LCD monitor features an Anti-Reflection coating to reduce reflective glare and be easily viewed even in bright sunlight. The monitor'S wide viewing angle (about 170 degrees both horizontally and vertically) allows users to view images from nearly any angle.

High-Quality Movies With Shake Reduction And HD Resolution

The Optio W60 captures movies at resolutions as high as 1280 x 720 pixels, which is comparable to HDTV resolution at 720p (15 fps). The camera also features Movie Shake Reduction to automatically correct camera shake and an Underwater Movie mode that optimizes color settings for recording underwater.

Auto Picture Mode

Featuring scene-recognition technology, the camera'S Auto Picture mode determines the subject'S shooting conditions and automatically selects the optimal scene mode. Optio W60 photographers also may select from seven capture modes including Flower, Sport, Night Scene Portrait, Landscape, Portrait, Night Scene, and Standard modes.

Face Recognition Function

Face Recognition AF & AE function on the Optio W60 delivers beautiful portrait shots with a single setting. This convenient function automatically sets the focus and exposure detecting up to 32 faces at one time in 0.03 seconds. The camera also features Smile Capture mode that automatically captures images when subjects smile and Blink Detection, which warns the photographer if any subject'S eyes are closed during exposure.

High Sensitivity Digital Shake Reduction

The Optio W60 features Digital Shake Reduction, which compensates for camera shake and subject blurring during still-image photography. This mode automatically adjusts sensitivity up to a maximum of ISO 6400 based on ambient lighting, which permits a faster shutter speed to capture sharp, clear images. In addition, Digital Shake Reduction for playback corrects blurring in images post-capture.

Additional Features

· Macro focusing can focus on subjects as close as a centimeter (less than one inch) for stunning close-up shots

· PENTAX proprietary SP (Super Protect) coating adds superior water repellency and scratch resistance to the lens'S front protective glass to prevent water droplets from forming

· Panorama mode stitches a series of up to three shots into one wide photo

· Intelligent zoom function extends the zoom range without compromising the optical zoom'S image quality

· Supports SD memory cards and SDHC memory cards

· Approximately 36.4 MB of built-in memory

· Frame composite function allows photographers to shoot and create images with decorative frames; 80 styles to choose from

· Date and Time imprint function for easy image categorizing

· Includes the ACDSee for PENTAX 3.0 image viewer/image management software, that supports Windows VistaTM

· Supports PictBridge, DPOF printing, Exif Print, and PRINT Image Matching

PENTAX and Optio are trademarks of HOYA CORPORATION.*

All other brands or product names are trademarks or registered trademarks of their respective companies.

Print Image Matching is a trademark of Seiko Epson Corporation.

The PRINT Image Matching logo is a trademark of Seiko Epson Corporation.

Design and Specifications is subject to change without notice.

*PENTAX Corporation merged with HOYA CORPORATION on March 31, 2008.

WYNIT ADDS PENTAX TO LINE-UP

Wednesday, May 21, 2008 6:00:00 AM

WYNIT Adds PENTAX To Line-Up

(North Syracuse, NY) —May 21, 2008— WYNIT Inc., announced today plans to offer dealers access to the full line of PENTAX digital cameras and accessories. As a technological and photography leader with a solid heritage, PENTAX is a prominent contributor to the digital SLR and compact digital camera markets.

“We are very pleased to have PENTAX in our portfolio. The addition of such a major player in the photo market is great news for WYNIT and our dealers,” said Jay LaBarge, WYNIT vice president of marketing. “This relationship provides yet another great product line for our dealers and their customers just in time for the summer picture-taking season.”

PENTAX manufactures a wide range of digital cameras, ranging from the award winning K series of digital SLRs to full-featured and versatile compact digital cameras. The flagship PENTAX K20D and K200D are the newest models. Top selling compact models include the colorful Optio M50 Kit, the travel-friendly Optio E50, the tiny Optio S12, the big screen Optio V20, the stylish Optio Z10 and the popular waterproof Optio W series.

Each compact camera kit includes everything consumers need including the camera body, all cables, a rechargeable li-Ion battery and charge cradle (or convenient AA lithium batteries), AC plug cord, camera strap and software. Additionally, PENTAX offers a variety of accessories, colorful and protective skins, and cases that present opportunities for add-on sales.

With a heritage of SLR innovation, the award winning K series of PENTAX Digital SLR cameras have created significant “buzz” since the line was launched in 2006.

Promising reviews by various photo publications are circulating about the latest models and, most recently, the K200D received an Editor'S Choice from digitalcamerareview.com in April 2008. This category features two camera bodies, two camera kits, three flashes and a complete line of lenses that are fully compatible with every PENTAX body ever manufactured.

In addition to this significant camera line, PENTAX offers a complete Sport Optics product line including binoculars, spotting and rifle scopes and accessories.

For more information on these and other products from PENTAX, call WYNIT at 1-800-GO WYNIT, or visit www.wynit.com.

About WYNIT, Inc.

WYNIT, Inc. is a national distributor serving the Photo Specialty, Print and Presentation markets with the core purpose of improving the competitive advantage of their dealer and supplier partners. Since 1987, WYNIT has distributed internationally branded products to reseller customers ranging from the largest national retailers and eTailers, to small, independent specialty stores. The company is known for competitive pricing, expert sales support, no minimum-order requirements, just-in-time inventory and fulfillment drop-ship services. WYNIT operates multiple warehouses to provide coast-to-coast coverage. For more information, call WYNIT at 1-800-GO-WYNIT or visit www.wynit.com.

About PENTAX Imaging Company

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, and eyepieces. For more than 80 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. For more product information, visit www.pentaximaging.com and www.pentaxslr.com.

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PENTAX ANNOUNCES DIGITAL SLR GEAR UP REBATE

Wednesday, May 21, 2008 6:00:00 AM

SAVINGS UP TO $375 ON A COMPLETE DSLR SYSTEM

GOLDEN, CO (May 22, 2008)…PENTAX Imaging Company announced the PENTAX Gear Up Rebate today designed for new and existing Pentaxians to save big on a complete DSLR system. From now through July 26, 2008, the rebate offers savings on individual products or on a complete PENTAX K20D or K200D system including a body, lenses, flash and battery grip. For example, Pentaxians may save $375.00* on a system including a PENTAX K20D body, a smc PENTAX DA*16-50mm lens, a smc PENTAX DA*50-135mm lens, a BG 2 Grip and an AF-540 FGZ Flash.

*Accessories included in this rebate must be purchased at the same time as a K20D or K200D body on the same receipt to receive full rebate.

The product models in the rebate savings include:

$100 K20D Camera Body
$100 K200D Camera Body
$100 smc PENTAX DA 16-45mm F4.0 ED/AL Lens
$100 smc PENTAX DA*50-135mm F2.8 ED (IF) SDM Lens

$100 smc PENTAX DA*16-50mm F2.8 ED AL(IF) SDM

$50    AF-360FGZ Flash
$50    AF-540FGZ Flash
$25   BG 2 Battery Grip
$25   BG 3 Battery Grip

For complete details, visit: http://www.pentaxslr.com/buy/rebates

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces and mobile printers and scanners. For more than 80 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.

# # #

Media Contact:

Michelle Martin

www.pentaxslr.com

303.728.0224

PENTAX PHOTO GALLERY WINS PEOPLE'S VOICE WEBBY

Tuesday, May 06, 2008 6:00:00 AM

PENTAX PHOTO GALLERY NAMED BEST USE OF PHOTOGRAPHY

IN A WEBSITE IN WEBBY PEOPLE'S VOICE AWARDS

Golden, CO (May 6, 2008)…The global Web community has voted PENTAX PHOTO GALLERY (www.pentaxphotogallery.com) as Best Use of Photography of the year in a website in the Webby People'S Voice Awards. The site is the singular vision of Ned Bunnell, president, PENTAX Imaging Company, and a passionate photographer in his own right. The PENTAX Photo Gallery was produced and is managed by a team of PENTAX professionals and the web design firm texturemedia of Boulder, Colorado.

This year, nearly 500,000 votes were cast by people around the world for their favorite sites, videos, and ads in The Webby People'S Voice Awards presented by Nokia. A full list of both Webby Awards and People'S Voice Awards winners can be found at: http://www.webbyawards.com/webbys/current.php?season=12

Winners will be honored at two star-studded ceremonies in New York City: The Webby Film & Video Awards on June 9th and The 12th Annual Webby Awards Gala on June 10th.

Hailed as the “the Internet'S highest honor” by the New York Times, The Webby Awards is the leading international award honoring excellence on the Internet, including Websites, interactive advertising, online film and video, and mobile Websites. The Webby Awards is presented by the International Academy of Digital Arts and Sciences, a 550-person judging academy whose members include Internet co-inventor Vinton Cerf, R/GA'S Chief Bob Greenberg, "Simpson'S" creator Matt Groening, Arianna Huffington, and Harvey Weinstein.

“For decades, PENTAX collected the best images captured by photographers with our cameras and published the work annually in an historical, coffee table-type, book collection,” said Ned Bunnell. “We went in a new direction creating the PENTAX Photo Gallery to offer 24/7/365 virtual access to the best photography captured by Pentaxians around the world. This nomination honors the PENTAX photographers.”

The 12th Annual Webby Awards received a record 9,500 entries from over 60 countries and all 50 states. Founded in 1996, The Webby Awards are known worldwide for its famous five-word speech limit.

# # #

PENTAXPHOTOGALLERY.COM WEBBY AWARD NOMINATION

FACT SHEET

About PENTAX Photo Gallery

PENTAX Photo Gallery is an original website that was designed exclusively for Pentaxians by PENTAX Imaging Company. Interesting facts about the site include:

With limitless virtual capacity, the PENTAX Gallery already features more than 4,000 images submitted by more than 1,900 artists.

Photographers range from 16 to 80 years of age and hail from more than 75 countries throughout Europe; Asia; the Middle East; North, South and Central Americas; Africa; and the Pacific.
The gallery offers site navigation in six languages: English, Spanish, German, French, Japanese, and Italian.
Featuring a search engine that locates images according to digital and film SLR camera bodies and individual lenses (as well as photographer and subject category) the Gallery is an exhibit of the creative capabilities of PENTAX photographers.
Pentaxians interested in submitting work to the Gallery may email photogallery@pentax.com for an invite.
An informative flash demonstration of this process is also available at: http://extranet.texturemedia.com/pentax/photogallery/demo2/demo.html
A screen capture image is available for press purposes here: http://www.pentaxtech.com/Press/pressfiles.html

About PENTAX Imaging Company

About The Webby Awards

Hailed as the "Oscars of the Internet” by the New York Times, The Webby Awards is the leading international award honoring excellence on the Internet, including websites , interactive advertising, online film and video, and mobile websites. Established in 1996, the 12th Annual Webby Awards received a record 9,500 entries from all 50 states and over 60 countries worldwide. The Webby Awards is presented by The International Academy of Digital Arts and Sciences. Sponsors and Partners of The Webby Awards include: Adobe; The Creative Group; .ORG; The Barbarian Group; Level3; Adweek; Fortune; Variety; Wired; IDG: Brightcove; PricewaterhouseCoopers; 2advanced.Net; KobeMail and Museum of the Moving Image.

Media Contact:

Michelle Martin

http://www.webbyawards.com/webbys/current.php?season=12

303.728.0224

PENTAX HIRES RPA

Friday, April 18, 2008 6:00:00 AM

Santa Monica, Calif., April 18, 2008 – PENTAX Imaging Company, a division of PENTAX of America, Inc., announced the hiring of RPA as its agency of record to handle all integrated marketing for the company. The PENTAX Imaging Company marketing support budget for 2008 is approximately $10 million. “We believe RPA has the vision and resources to leverage the strong heritage of PENTAX and reestablish our brand as a viable player in the U.S.,” said Ned Bunnell, President of PENTAX Imaging Company. A team of professionals from various disciplines within the agency will develop an integrated campaign, including video, print, digital marketing, collateral, event marketing and Web development. The creative team is led by Joe Baratelli and Pat Mendelson, both Senior Vice Presidents, Creative Directors at RPA. “PENTAX has more than 50 years of celebrated brand history in the U.S., and we are thrilled to have the opportunity to help build the brand for the future,” said Tom Kirk, EVP, Management Account Director, at RPA. “As a truly integrated agency, we have all the expert disciplines under one roof, which uniquely enables us to further develop PENTAX's relationship with their customers and dealers.” About PENTAX Imaging Company PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces, mobile printers and scanners. For more than 80 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. About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent advertising agency based on the West Coast, with more than $1 billion in billings. RPA builds momentum for brands by offering its clients truly integrated campaigns that resonate throughout its disciplines, which include traditional advertising, interactive, direct and event marketing. RPA's client list includes American Honda, both the Honda and Acura brands, La-Z-Boy, Mandalay Bay Resort and Casino, and Pharmavite's SOYJOY, and it is the media planning and buying agency for Metro-Goldwyn-Mayer, Lenox Financial Mortgage, Reily Foods and Zatarain's. For more information, visit http://www.rpa.com. # # # For further information, contact: Britt McColl, bmccoll@rpa.com 310.394.4000 310.633.6485 Michelle Martin, michelle.martin@pentax.com 303.728.0224

PENTAX PHOTO GALLERY NOMINATED FOR WEBBY AWARD

Tuesday, April 08, 2008 6:00:00 AM

PENTAXPHOTOGALLERY.COM NOMINATED FOR

BEST USE OF PHOTOGRAPHY FOR THE 12th ANNUAL WEBBY AWARDS

GOLDEN, CO. (April 8, 2007)….The 12th Annual Webby Awards today nominated www.pentaxphotogallery.com for the Best Use of Photography in a website for 2008. The site is the singular vision of Ned Bunnell, president, PENTAX Imaging Company, and a passionate photographer in his own right. The PENTAX Photo Gallery was produced and is managed by a team of PENTAX professionals and the web design firm texturemedia of Boulder, Colorado. Winners will be announced on May 6, 2008 and honored at a star-studded gala in New York City on June 10th.

Hailed as the "Oscars of the Internet” by the New York Times, The Webby Awards is the leading international award honoring excellence on the Internet, including websites, interactive advertising, online film and video, and mobile websites. The Webby Awards is presented by the International Academy of Digital Arts and Sciences, a 550-person judging academy whose members include Internet co-inventor Vinton Cerf, R/GA'S Chief Bob Greenberg, "Simpson'S" creator Matt Groening, Arianna Huffington, and Harvey Weinstein.

"The Webby Awards honors the outstanding websites that are setting the standards for the Internet," said David-Michel Davies, executive director of The Webby Awards. "PENTAX'S virtual photo gallery Webby Award nomination is a testament to the skill, ingenuity, and vision of its creators."

From now through May 1, 2008, fans may cast their votes for Pentaxians and the online gallery in The Webby People'S Voice Awards presented by Nokia at http://pv.webbyawards.com. See all the nominees here:

The 12th Annual Webby Awards received nearly 10,000 entries from over 60 countries and all 50 states.
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Media Contact:

Michelle Martin 303.728.0224

www.pentaxslr.com

www.pentaxphotogallery.com

PENTAXPHOTOGALLERY.COM WEBBY AWARD NOMINATION

FACT SHEET

About PENTAX Photo Gallery

PENTAX Photo Gallery is an original website that was designed exclusively for Pentaxians by PENTAX Imaging Company. Interesting facts about the site include:

With limitless virtual capacity, the PENTAX Gallery already features more than 4,000 images submitted by more than 1,900 artists.
Photographers range from 16 to 80 years of age and hail from more than 75 countries throughout Europe; Asia; the Middle East; North, South and Central Americas; Africa; and the Pacific.
The gallery offers site navigation in six languages: English, Spanish, German, French, Japanese, and Italian.
Featuring a search engine that locates images according to digital and film SLR camera bodies and individual lenses (as well as photographer and subject category) the Gallery is an exhibit of the creative capabilities of PENTAX photographers.
Pentaxians interested in submitting work to the Gallery may email photogallery@pentax.com for an invite.
An informative flash demonstration of this process is also available at: http://extranet.texturemedia.com/pentax/photogallery/demo2/demo.html
A screen capture image is available for press purposes here: http://www.pentaxtech.com/Press/pressfiles.html

About PENTAX Imaging Company

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces and mobile printers and scanners. For more than 80 years, PENTAX technology 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.

About texturemedia

Texturemedia is an award winning, Boulder-based interactive media and marketing agency that blends creative and technology disciplines to help clients build brands online. We take a holistic view of your brand, objectives, customers, requirements, needs, and industry. Our agency creates compelling and user-friendly media for use across multiple platforms, provides Web-based technologies to support measurable business results, and assists clients with brand communications and marketing strategy.

About The Webby Awards:

PENTAX TRAVEL PHOTO CONTEST WINNERS ANNOUNCED

Monday, April 07, 2008 6:00:00 AM

Golden, Co. (April 7, 2008)...PENTAX Imaging Company has announced the winners of the PENTAX TRAVEL PHOTO CONTEST. Featured on www.pentaxphotogallery.com, the contest called for travel images captured with PENTAX equipment between October 15, 2007 and January 31, 2008.

Keitha McCall of Gainesville, Florida captured the grand prize with her image titled “Boy in Red” captured in Granada, Spain in 2007.

Second place went to Minh-Tri Nguyen of Fremont, California for her image “Her Store” taken in Phu Quoc, Vietnam.

Andy Hone of Irvine, California captured third place with his image “Waterwalkers of Itsukushima Torii” captured in Miyahima, Japan.

Complete details about the images, the winners and prizes are posted at:

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces, mobile printers and scanners. For more than 80 years, PENTAX technology 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.

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Contact:

Michelle Martin

303-728-0224

Consumers:

1-800-877-0155

PENTAX ANNOUNCES STUDENT PHOTOGRAPHY PROGRAM

Tuesday, April 01, 2008 6:00:00 AM

PENTAX ANNOUNCES STUDENT PHOTOGRAPHY PROGRAM

GOLDEN, CO. (APRIL 1, 2008)…PENTAX Imaging Company has announced a PENTAX Student Photography Program to support budding photographers and photography educators with camera bodies, lenses and flashes at significant savings. Known for producing photography equipment that offers value, quality, ease-of-use, durability, and affordability, PENTAX takes great pride in the commitment to countless users who have learned and taught the art of photography with a PENTAX camera.

The PENTAX Student Photography discounts are offered exclusively to full-time students at accredited institutions (high schools, colleges and universities) as well as full-time photography educators. Students and educators must observe the following conditions to qualify for these significant savings:

Purchase the PENTAX equipment from an authorized PENTAX dealer between April 1, 2008 and June 30, 2008
Complete a PENTAX Student Program form (available for download at http://www.pentaxslr.com/studentprogram)
Students must provide photography class enrollment certification (class schedule or copy of registration) and a copy of a valid student identification.
Educators must submit a copy of course curriculum for their photography class and a copy of a valid faculty identification.

Due to the significant discounts offered, all requirements listed must be met and approved by PENTAX Imaging Company and may not be combined with any other offers including consumer promotions and rebates. This program is valid to students and educators in the United States for purchases made in the United States.

For more information, qualified photographers may e-mail customer.followup@pentax.com or call 1-800-877-0155 (press “0” and ask to speak to the PENTAX STUDENT PROGRAM).

PENTAX Imaging Company is an innovative leader in the production of binoculars, digital SLR and compact cameras, lenses, flash units, scopes, eyepieces, mobile printers and scanners. For more than 80 years, PENTAX technology 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.

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Contact:

Michelle Martin

303-728-0224

Consumers:

1-800-877-0155

PENTAX FORUM ORGANIZES GLOBAL SHOOT DAY: April 5, 2008

Tuesday, March 25, 2008 6:00:00 AM

PENTAX FORUM ORGANIZES GLOBAL SHOOT DAY: Saturday, April 5, 2008

NEWS ALERT:

PENTAXIANS ORGANIZE GLOBAL PHOTOSHOOT

(GOLDEN,CO) March 25, 2008...PENTAX Imaging Company has announced plans organized by worldwide Pentaxians for a global photoshoot scheduled for Saturday, April 5, 2008.

Forum members at www.pentaxforums.com plan to shoot locally on that day and submit images to a central website. Named "PENTAX WORLD DAY," the global shoot is not intended as a competition (there are no prizes), and it is organized just for the satisfaction of shooting and sharing images with other forum members.

Complete details are available here: http://www.pentaxforums.com/forums/latest-board-news/23421-announcing-pentaxium-april-5th-2008-a.html

As a reminder, images must be captured on PENTAX Day (April 5, 2008) between midnight and midnight. Photographers may submit up to three photos. Photos must be taken with a PENTAX camera and should be between 800 and 850 pixels wide or tall, depending on orientation. Photos may be no larger than one megabyte in size. Please leave all EXIF information intact. Images may be submitted from 4/5/2008 to 4/19/2008. After this period, only viewing will be allowed for this category.

For more information about PENTAX SLR systems, visit www.pentaxslr.com and www.pentaxphotogallery.com

MEDIA INFORMATION:

Michelle Martin

303.728.0224

michelle.martin@pentax.com

PENTAX on the web:

CONSUMERS:

1-800-877-0155

PENTAX ANNOUNCES OPTIO V20 DIGITAL CAMERA

Monday, March 17, 2008 6:00:00 AM

PENTAX ANNOUNCES OPTIO V20 WITH 5X ZOOM, 3 INCH MONITOR AND

INNOVATIVE PORTRAIT FUNCTIONS

GOLDEN, CO (March 17, 2008)…PENTAX Imaging Company has announced the PENTAX Optio V20 compact digital camera with a 5X zoom lens, 8.0 megapixels, and a generous 3.0 inch LCD monitor. Ultra-slim and stylish in design, this latest PENTAX compact digital camera makes it easy to capture and to view images.

Three innovative features on the Optio V20 help users optimize portrait photographs. A Face Recognition function automatically detects and focuses on faces, then sets the optimum exposure. Smile Capture detects the key facial expression of happy people and releases the shutter automatically. Blink Detection reports to the user whether any subjects closed their eyes in an image, so that the shot may be recaptured if necessary. Additional features include Auto-tracking AF for continuously focusing on a moving subject, 52MB of built-in memory, and an Auto-Macro mode that allows close-up photography as near as 4 inches (10 cm) without changing the normal focusing mode.

The PENTAX Optio V20 will ship in May 2008 for US $279.95.

Images are available here: http://www.pentaxtech.com/Press/pressfiles.html

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces and mobile printers and scanners. For more than 80 years, PENTAX technology 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.

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Media Contact:

Michelle Martin 303.728.0224

Consumer Product Information:

1-800-877-0155

PENTAX LAUNCHES SAIL AWAY PROGRAM

Monday, March 03, 2008 7:00:00 AM

PENTAX LAUNCHES SAIL AWAY PROMOTION

TO PROMOTE BINOCULAR LINE:

GRAND PRIZE PANAMA CANAL & COSTA RICA CRUISE TO BE AWARDED

GOLDEN, CO. (March 3, 2008)…PENTAX Imaging Company has launched the PENTAX Sail Away Program to introduce consumers to select models of binoculars. From now until May 31, 2008, any customer who participates in a PENTAX binocular demonstration will qualify to enter the PENTAX Sail Away Sweepstakes for a chance to win a Cruise West cruise for two from Costa Rica through the Panama Canal or PENTAX products. A binocular demonstration consists of visiting a participating retailer and asking for a hands-on demonstration of one of the binocular models or viewing a binocular product video available on-line. Consumers may enter the Sail Away Sweepstakes at www.PentaxSailAway.com.

*No purchase is necessary for the consumer. Limited to U.S. residents only and one entry per person. Official contest rules and product video posted at: http://www.pentaxsailaway.com/video.php

Hosted by Cruise West (www.cruisewest.com), winners will board the 100-guest Pacific Explorer and experience remote jungles, pristine beaches, native villages and abundant wildlife including over 850 bird species. Cruise destinations include Manuel Antonio National Park, the San Blas Islands, Caletas Beach, and Golfo Dulce. Some of the more noteworthy birds in the region include Bright-Billed Toucans, the Quetzal, the Scarlet Macaw and a variety of hummingbirds including the Green-Crowned Brilliant, the Purple-Throated Mountain Gem, and the beautiful Fiery-Throated Hummingbird. Winners will enjoy guided tours of birding locales and seminars provided by Audubon-certified experts including famed Audubon photographer Roy Toft.

One Grand Prize 10-day cruise will be awarded (cruise dates are November 1 to November 10, 2008). Second prize includes a PENTAX K20D digital SLR system including a battery grip, an AF360FGZ flash, and 18-55mm and 50-300mm lenses in a sling bag. Third prize is a waterproof PENTAX Optio W30 compact digital camera with silicone skin. Winners will be announced in June 2008.

Qualifying binocular models are the PENTAX DCF ED Series (8x32, 8x43, 10x43, 10x50), the PENTAX DCF HRc Series (8x42, 10x42), and the PENTAX UCF WP Series (8x25, 10x25). Each binocular model features a durable, waterproof, ultra-compact design and high quality optics for bright, sharp, clear images. For more product information, visit: www.PentaxSportOptics.com.

PENTAX Imaging Company is an innovative leader in the production of binoculars, digital SLR and compact cameras, lenses, spotting scopes, flash units, scopes, eyepieces, mobile printers and scanners. For more than 80 years, PENTAX technology 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.

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Media Contact:

Michelle Martin

303.728.0224

Consumers:

1-800-877-0155

PENTAX ANNOUNCES PRO PROGRAM: BENEFITS INCLUDE EQUIPMENT LOANS AND EXPEDITED REPAIRS

Thursday, January 31, 2008 7:00:00 AM

PENTAX ANNOUNCES PRO PROGRAM:

BENEFITS INCLUDE EQUIPMENT LOANS AND EXPEDITED REPAIRS

GOLDEN, CO. (January 31, 2008)…PENTAX Imaging Company has announced a PENTAX Professional Services program (PPS) to support professional photographers with several services and benefits. Designed exclusively to support PENTAX products for the working pro, membership is complimentary and limited to working professional photographers.

Known for superior photography products including the K series of digital SLR camera bodies that are compatible with every PENTAX lens ever made, PENTAX systems allow lens interchangeability for a multitude of photographic options. PENTAX will continue to release new and exciting lenses including super fast, special purpose, impressive zoom ranges, and telephoto lenses that will incorporate the new SDM (Supersonic Drive Motor) technology for ultra fast and quiet auto-focusing.

Benefits to members of the new PPS program include:

· 72 hour rush turnaround on most PENTAX digital SLR repairs. (Repair charges may be incurred depending on existing or extended warranty programs.)

· Short-term equipment loans that allow photographers to evaluate equipment prior to an actual purchase and/or borrow unique or limited availability lenses for one-time shoots.

· Direct access to dedicated customer service representatives in PENTAX headquarters to answer technical questions, arrange product loans, or monitor equipment through the repair process to make sure the repair process is timely.

PPS membership is limited to PENTAX professional photographers who derive 51 percent or more of their annual income from photography. Membership may be obtained by completing a PENTAX Professional Service program application. Interested photographers are asked to complete the application, provide an original signature and mail it to the address listed on the form (fax or e-mail copies of this application will not be accepted). PENTAX will notify new members about acceptance within 2-3 weeks. At the time of acceptance, PENTAX will provide more information about rush repair servicing, short-term product loans, and a list of the contact information for PPS customer service representatives who will be able to assist with any aspect of the PPS program, products and services.

For more information about the PENTAX Professional Services program including an application, e-mail customer.followup@pentax.com or call 1-800-877-0155 (press “0” and ask to speak to PENTAX Professional Services).

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces and mobile printers and scanners. For more than 80 years, PENTAX technology 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.

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Media Contact:

Michelle Martin 303.728.0224

Consumers:

1-800-877-0155

PENTAX Professional Services FACT SHEET

Membership Qualifications

The PPS (PENTAX Professional Services) program is designed for and is only available to the working PENTAX professional photographer. A working PENTAX professional photographer is someone who derives 51% or more of their annual income from photography. Semi-professional photographers and amateur/photo enthusiasts will not be accepted to the program. Membership must be renewed every two years to verify continuing professional status. Renewal applications will be sent to you automatically every two years.

Professional Rush Servicing

The PPS program provides for 72 hour professional rush repair turnaround on most digital product repairs. This is a time-frame that should be maintained on an ongoing basis, however, repairs may take longer than this due to an unexpected increase in volume or a parts availability issue. PPS program rush repairs on PENTAX medium format professional cameras (post-1975 6x7, 67, 67II, 645n, and 645nII) will require five working days.

Note: Pre-1975 6x7'S (w/o mirror lock up) have not been serviceable for many years and the original 645 camera was recently added to the list of products that are no longer serviceable as well. Many older lenses in these two formats are also no longer serviceable. Your PPS customer service rep will be able to answer any specific question you may have on this subject.

Loaner Equipment

Loaner equipment will be available on a first-come, first-served basis so photographers are encouraged to plan equipment needs in advance. Equipment may be reserved up to two weeks in advance and should be arranged through one of the professional services customer service representatives at PENTAX corporate headquarters. Members may contact the phone number and e-mail that is provided to members of PPS for information on equipment availability. All product loans are provided on a short-term basis not to exceed a maximum of 14 calendar days. Failure to adhere to these guidelines will result in your inability to borrow products in the future.

Borrower'S Responsibility

The borrower of any product(s) loaned through the PPS program is responsible for the proper care and condition of the equipment (excluding reasonable wear and tear), and will be held financially responsible for the full value of the equipment and any included accessories in the event of theft, damage, or loss of any kind. Insurance coverage on borrowed equipment is recommended and is the PPS member'S responsibility to obtain. In addition, the PPS member is responsible for all costs associated with the return shipment and adequate shipping

insurance to cover the full value of all loaned products to the PPS department.

Any particular item available in the PPS loaner pool may be borrowed no more than two times, after which members will be asked to make a decision as to whether or not they want to actually purchase the product model. Items in the PPS loaner equipment pool are NOT available for purchase.

PENTAX TO EXHIBIT NEW LENS MODELS AT PMA 2008

Tuesday, January 29, 2008 7:00:00 AM

PENTAX TO EXHIBIT NEW LENS MODELS PMA 2008

GOLDEN,CO (January 29, 2008)...PENTAX Imaging Company will be showcasing three digital SLR interchangeable lenses that are currently under development under glass at PMA 2008 from January 31 to February 2 in Las Vegas. The lens models include two DA * (Star) models and one standard zoom as detailed below:

Product name (tentative): smc PENTAX-DA*55mm F1.4 SDM

A uni-focal moderate-telephoto lens offering a focal length equivalent to 84.5mm in the 35mm format
A large F1.4 maximum aperture to produce beautiful out-of-focus backgrounds
SDM system to assure super-quiet, extra-smooth autofocus operation
Launch Date TBA

Product name (tentative): smc PENTAX-DA*60-250mm F4ED [IF]SDM

¡¤ A telephoto zoom lens covering moderate- to super-telephoto ranges, with focal lengths equivalent to 92mm to 383mm in the 35mm format

SDM system to assure super-quiet, extra-smooth autofocus operation
Launch Date Scheduled For Summer 2008

A moderate-telephoto zoom lens offering a 4.1-times zoom ratio and focal lengths equivalent to 26mm to 107mm in the 35mm format

SDM system to assure super-quiet, extra-smooth autofocus operation
Launch Date Schedule For Summer 2008

Note: The product names, designs, specifications and marketing schedules of the products above are not final, and are subject to change without notice. Their retail prices have not been decided at this point.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces and mobile printers and scanners. For more than 80 years, PENTAX technology 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.

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Media Contact:

Michelle Martin 303.728.0224

Consumers:

1-800-877-0155

PENTAX ANNOUNCES K20D WITH 14.6 MEGAPIXELS, K200D AND FIVE NEW LENSES

Wednesday, January 23, 2008 7:00:00 AM

GOLDEN, CO. (January 23, 2008)…PENTAX Imaging Company announced today two new digital SLR camera models including the PENTAX K20D digital SLR camera with 14.6 megapixels and the PENTAX K200D digital SLR with 10.2 megapixels. Both cameras are equipped with advanced features including dust-proof and weather-resistant bodies, an improved PRIME image processor, and PENTAX developed Shake Reduction that works with any of the 24 million PENTAX lenses ever manufactured.

PENTAX K20D Digital SLR

Improving on the technology of the award winning K10D, the flagship PENTAX K20D is the highest resolution camera in the advanced photo enthusiast category and allows more experienced photographers, who demand complete control, to fully customize the camera. The most significant features in the K20D include:

· A newly developed CMOS image sensor to bring out the optimum performance of PENTAX interchangeable lenses. Featuring 14.6 effective megapixels and the latest noise-reduction technology, the sensor assures superb image quality.

· Custom Image functions that allow users to select between six preset options and further adjust image processing, including saturation, hue, contrast and sharpness. The K20D also offers an Expanded Dynamic Range function that allows users to gain more contrast and detail in bright settings.

· A Live View that allows users to see the full image area to confirm composition, focus status and lighting on the large 2.7 inch LCD monitor. A grid display may be engaged to help assure the perfect arrangement of an image and Auto Focus may be activated by simply pressing the AF button on the back of the camera. Further fine tuning of the image can be confirmed with the 4X or 8X zoom option.

· An improved Dust Reduction system that features the new Dust Alert function to pinpoint the exact location of dust particles for the photographer to remove.

· A weather and dust resistant body that allows photographers to keep shooting even in harsh conditions.

· A PC sync socket for more advanced photographers who use studio lighting.

PENTAX K200D Digital SLR

With an easy-to-use interface housed in a compact body, the new PENTAX K200D contains all the advanced imaging technology of the award winning K10D and is designed for users who may be unfamiliar with DSLR cameras but want a camera that will allow them to grow as they learn about photography. With 10.2 megapixels and a 2.7 inch wide view LCD, this model features many of the award winning advancements of the PENTAX Series including:

· Auto Picture and Scene modes that offer shooting ease, while advanced modes, such as the Sv mode, allow photographers to grow with the camera.

· A weather and dust resistant body, unique in this class of cameras, that allows photographers to keep shooting even in harsh conditions.

· Custom Image functions that allow users to select between six preset options and further adjust image processing, including saturation, hue, contrast and sharpness. The K200D also offers an Expanded Dynamic Range function that allows users to gain more contrast and detail in bright settings.

· An improved Dust Reduction system that features the new Dust Alert function to pinpoint the exact location of dust particles for the photographer to remove.

· A PENTAX-developed Shake Reduction (SR) system for sharp, blur-free images even under difficult shooting conditions, such as macro and telephoto photography or low light settings without a flash.

“Our unique approach to building PENTAX DLSR equipment allows each customer to be confident in their camera choice whether they are just learning about photography or they are a more advanced photo enthusiast,” said Ned Bunnell, president, PENTAX Imaging Company.

“The K20D builds on the technology of the award winning K10D and is ideal for the advanced photographer seeking maximum resolution from their camera as well as complete control over how the camera captures images. The K200D offers an easy-to-use interface while incorporating advanced imaging technology from the award winning K10D. This K200D will grow with an amateur photographer'S skill as they learn more about their hobby by offering more features than what is found in entry level models,” added Bunnell.

PENTAX also announced five new lens models all developed specifically for PENTAX digital SLRs bringing the complete line of lenses to 22 current models. Each new lens features a Quick-shift Focus System for instant switching from auto focus to manual and the PENTAX SP coating that protects the exposed lens elements from grease and dust.

Included are two SDM lenses that create a smoother, quieter auto focus. The smc PENTAX DA* 200mm f/2.8 ED (IF) SDM (focal length equivalent to 300mm in the 35mm format) and the smc PENTAX DA* 300mm f/4 ED (IF) SDM (focal length equivalent to 450mm in the 35mm format) are high performance telephoto lenses featuring weather resistant and dust resistant bodies.

PENTAX also expands its limited lens series with the smc PENTAX DA 35mm f/2.8 Macro Limited (focal length equivalent to 52.5mm in the 35mm format). This compact lens with one-to-one magnification in a normal focal length features high-grade aluminum construction of the lens barrel, hood, and cap.

PENTAX expands its offering of zoom lenses with the smc PENTAX DA 55-300mm f/4-5.8 ED (focal length equivalent to 82.5mm to 450mm in the 35mm format) with ED elements that compensate for chromatic aberration. Finally, PENTAX updated the standard smc PENTAX DA 18-55mm f/3.5-5.6 AL II with improved resolution to match higher resolution sensors. This lens offers the ideal zoom focal range (focal length equivalent to 27mm to 82.5mm in the 35mm format) for a wide range of shooting applications.

All of these latest PENTAX products will be displayed at the PMA 2008 Trade Show from January 31 to February 2 in Las Vegas. The PENTAX K20D (body only) digital SLR model will ship in April 2008 for US $1299.95, while the PENTAX K200D digital SLR will ship in March 2008 for US $799.95 (with new 18-55mm lens). The lens pricing and shipping dates are as follows:

smc PENTAX DA* 200mm f/2.8 ED (IF) SDM will ship in March 2008 for $1099.95
smc PENTAX DA* 300mm f/4 ED (IF) SDM will ship in May 2008 for $1299.95
smc PENTAX DA 55-300mm f/4-5.8 ED will ship in May 2008 for $399.95
smc PENTAX DA 35mm f/2.8 Macro Limited will ship in April 2008 for $599.95
smc PENTAX DA 18-55mm f/3.5-5.6 AL II will ship as a kit lens with PENTAX K200D in March 2008 (value $199.95).

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces and mobile printers and scanners. For more than 80 years, PENTAX technology 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.

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Media Contact:

Michelle Martin 303.728.0224

www.pentaxslr.com

Consumers:

1-800-877-0155

PENTAX K20D Digital SLR Fact Sheet

Newly Developed CMOS Image Sensor

The PENTAX K20D features a newly developed CMOS (complementary metal oxide semiconductor) image sensor measuring 23.4 mm x 15.6 mm. In designing the K20D, PENTAX made the significant transition to a higher resolution 14.6 megapixel sensor, rivaling the detail previously only found in images captured with 35mm film. This considerable gain offers 50 percent more resolution than 10 megapixel sensors, and 20 percent more resolution than 12 megapixel sensors. PENTAX Imaging (a leading innovator in the imaging business) collaborated with Samsung Electronics (a market leader in developing and producing semiconductors) in the development of the 14.6 megapixel CMOS Sensor found in the PENTAX K20D Digital SLR. The larger photo diode in the sensor gathers more light in a shorter time and therefore can respond more sensitively. As a result, the K20D is able to achieve higher sensitivity levels (up to 6400 in the expanded ISO mode). Also, there is a more direct light path to the pixels. Coupled with a high-performance imaging engine incorporating PENTAX-original image-processing technologies programmed to yield natural, true-to-life images, the new model assures fine-detailed, rich-gradation images.

PENTAX Original Shake Reduction Mechanism

The K20D is equipped with the PENTAX-developed Shake Reduction mechanism, which reduces camera shake for sharp, blur-free images even under demanding shooting conditions, such as shooting with a telephoto lens, shooting in low light conditions or at night without supplementary flash illumination, or using extended exposures for sunset scenes. This innovative mechanism offers outstanding compensation equivalent to approximately 2.5 to 4 shutter-speed steps. In addition, the lighter image sensor unit and refined data-control algorithm offer improved image stabilization over previous models. PENTAX Shake Reduction is compatible with existing PENTAX interchangeable lenses.*

* Lenses compatible with this mechanism are: PENTAX K-, KA-, KAF- and KAF2-mount lenses, screw-mount lenses (with an adapter); and 645- and 67-system lenses (with an adapter). Some functions may not be applicable with certain lenses.

Large 2.7 Inch Wide-view LCD Monitor

The K20D features a large 2.7 inch color LCD monitor with approximately 230,000* dots resolution. The wide-view design allows the photographer to view the monitor image from approximately 160 degrees both vertically and horizontally. Since it assures effortless image viewing from a diagonal position, it facilitates low- and high-angle shooting using the Live View function.

* One dot equals 3 pixels.

New Live View Function

The K20D features a Live View function that allows users to view an image on the LCD monitor during shooting. This feature is beneficial when the photographer moves his or her eye from the viewfinder in specialized applications, such as low and high-angle shooting, or when perfecting composition. The function also allows users to confirm the Shake-Reduction effect on the monitor while shooting.

High-performance, High-speed PRIME Imaging Engine

The K20D incorporates the PENTAX-original PRIME (Pentax Real IMage Engine). Designed exclusively for PENTAX digital SLR cameras, the engine ensures well-balanced, true-to-life images with faithful color reproduction by efficiently controlling digital signals transmitted by the CMOS image sensor. It also allows complete control over other photographic factors including white balance and the new Custom Image functions. This imaging engine also features a Double Data Rate 2 (DDR2) memory to assure speedy image processing and high-speed data transfer.

Custom Image Function

The K20D is equipped with a new Custom Image function that lets the user select one of the six modes and adjust an image'S processing to their preference by automatically adjusting tone, saturation, contrast, and sharpness. These modes include Natural, Bright, Portrait, Landscape, Vibrant, and B&W image modes. The photographer can make further fine-tuned adjustments to each setting. The effect on each of the primary colors is shown in a radar-type display on the LCD panel. The user can easily see the effect of their adjustments by using the digital preview option.

Expanded Dynamic Range Function

The K20D adds a dynamic-range expansion function, which allows the user to expand the dynamic range (or range of gradation reproduction) while retaining the proper contrast to avoid white-washed areas. With an approximately 1EV expansion effect, it assures beautiful, rich-gradation images.

Dust-proof, Water-resistant Construction

The K20D boasts an extremely reliable weather-resistant and dust-proof construction with special seals applied to 72 different parts of the camera body, including the shutter release button and all the switches, levers, dials. This dependable body makes it possible to use the K20D in the rain or dusty locations without worries.

Comprehensive Dust Removal System With Prevention, Removal and Alerting Devices

The K20D features the user-friendly Dust Removal system to prevent dust from sticking to the surface of the CMOS image sensor (or low-pass filter). The PENTAX-original Super Protect (SP) coating, applied to the image sensor surface through vapor deposition of a fluorine compound, effectively prevents dust from sticking to the surface. In the next step, dust that may remain on the surface will be shaken off when the system shifts the image sensor at high speed. Finally, the dust that is shaken off the image sensor falls onto an adhesive strip positioned at the bottom of the unit, eliminating any possibility of the dust returning to the image sensor surface. This upgraded Dust Reduction system also offers a new Dust Alert function, which shows the user exactly where dust may be sticking to the sensor surface.

The K20D also features a versatile exposure system for faithful reproduction of creative intentions:

Hyper Program Function

The K20D'S Hyper Program function allows users to instantly switch to the Shutter-Priority or Aperture-Priority AE mode from the Programmed AE mode with a simple turn of the electronic dials on the grip. To return to the Programmed AE mode, simply press the green button positioned next to the shutter release button.

Hyper Manual Function

When shooting in Manual mode, one push of the green button allows the user to instantly set the proper exposure for the subject.

Sensitivity-Priority Mode

The K20D features a unique Sensitivity-Priority (Sv) mode designed to automatically select the optimum combination of aperture and shutter speed for a user-selected sensitivity. The sensitivity can be shifted instantly in 1/2 or 1/3 steps by turning the electronic dial on the back panel.

Shutter/Aperture-Priority Mode

Taking full advantage of the unique capability of digital cameras, which permit automatic shift of sensitivity at any time, the Shutter/Aperture-Priority (TAv) mode automatically selects the most appropriate sensitivity for a user-selected shutter-speed/aperture combination. This mode allows users to experiment with a greater range of photographic expressions with greater ease.

Bright, Clear Viewfinder

Featuring a glass pentaprism, the K20D'S viewfinder offers an approximately 95 percent field of view and an approximately 0.95X magnification for easy viewing of the subject and effortless confirmation of focus and composition. Coupled with the acclaimed Natural-Bright-Matte II focusing screen, it delivers a large, bright subject image.

Continuous Shooting at Approximately Three Images Per Second

To trace the movement of an active subject or capture a sequence of the subject'S expressions, the K20D offers a continuous shooting mode that allows the photographer to capture as many as 38 images in succession (in JPEG recording format) at a maximum speed of approximately three images (frames) per second. When switched to the new high-speed advance mode, the user may capture up to approximately 115 images at the speed of approximately 21 images per second.*

* The image size is fixed at 1.6 megapixels in the Burst Shooting mode.

High-precision 11-point wide-frame AF

The K20D'S sophisticated SAFOX VIII autofocus system features 11 sensor points (with nine cross-type sensors) to automatically focus on the subject with utmost precision, even when it is positioned off center. When the subject is captured in focus, the in-focus sensor point is automatically superimposed in red in the viewfinder for at-a-glance confirmation.

Powerful Rechargeable Batteries

The K20D features large capacity Lithium-ion rechargeable batteries, which can capture approximately 740 images* when fully charged. The dramatically improved battery capacity (over the previous K10D) is the result of a new energy saving design.

* Under testing condition prescribed by PENTAX, when using D-LI50 lithium-ion rechargeable batteries with no flash.

Additional features

· A PC Sync socket for shooting with studio lights. The camera remains weather and dust sealed even when the PC socket cap is removed.

· Choice of 16-segment multi-pattern metering, center-weighted metering and spot metering to accommodate various photographic applications

· Reliable, durable shutter unit assuring more than 100,000 shutter releases

· High-rigidity stainless-steel chassis

· 36 custom functions to personalize camera operations

· Universal-type X-sync socket

· RAW button for single-action image-file switching

· Digital Preview for verifying camera settings

· Optional Battery Grip (D-BG2) for extended shooting sessions

· Nine digital filters to add creative and artistic touches

· In-body RAW data development for image filing in JPEG and TIFF formats

· Compatibility with SDM equipped lenses for quiet, extra-smooth autofocus operation

· PENTAX PHOTO Laboratory 3, RAW data processing software, PENTAX PHOTO Browser 3, browser software and PENTAX REMOTE Assistant 3, camera control software, included on the accompanying CD-ROM

PENTAX, and smc PENTAX are trademarks of PENTAX Corporation

PENTAX PHOTO Laboratory, PENTAX PHOTO Browser, PENTAX REMOTE Assistant, and SDM are
trademarks of PENTAX Corporation

All other brands or product names are trademarks or registered trademarks of their respective companies

Designs and specifications are subjects to change without notice

PENTAX K200D Digital SLR Fact Sheet

High Quality Image Sensor

The K200D combines a large, high-performance 23.5mm x 15.7mm CCD image sensor with the sophisticated PRIME (PENTAX Real Image Engine) as its imaging engine. With its approximately 10.2 effective megapixels, the K200D produces beautiful, fine-detailed images with subtle gradations and texture.

PENTAX Original Shake Reduction Mechanism

The K200D is equipped with the PENTAX-developed Shake Reduction mechanism, which reduces camera shake for sharp, blur-free images even under demanding shooting conditions, such as shooting with a telephoto lens, shooting in low light conditions or at night without supplementary flash illumination, or using extended exposures for sunset scenes. This innovative mechanism offers outstanding compensation equivalent to approximately 2.5 to 4 shutter-speed steps. In addition, the lighter image sensor unit and refined data-control algorithm offer improved image stabilization over previous models. PENTAX Shake Reduction is compatible with existing PENTAX interchangeable lenses.*

Versatile Auto Picture And Scene Modes

The PENTAX-developed Auto Picture mode automatically sets the most appropriate shooting mode (such as Portrait, Landscape and Macro) for a given subject or situation. Since the K200D not only sets an aperture and a shutter speed, but also adjusts white-balance, saturation, contrast and sharpness levels, the photographer can concentrate on image composition and shutter opportunity. The K200D also offers eight Scene modes for easy shooting. This include fun options such as sunset, food, pet, and museum modes.

Large 2.7 Inch Wide-view LCD Monitor

The K200D features a large 2.7 inch color LCD monitor with approximately 230,000 dots* resolution. The LCD'S wide-view design allows the photographer to check the monitor image from approximately 160 degrees both vertically and horizontally making image sharing immediately after capture easy. It even offers digital zooming of playback images up to 20 times for easy confirmation of focus.

* One dot equals 3 pixels.

Dust-proof, Water-resistant Construction

The K200D features an extremely reliable water-resistant, dust-proof construction, with special seals applied to 60 different parts of the camera body, including the shutter release button and switches/levers/dials. This dependable body makes it possible to use the K200D in the rain or dusty locations without worries.

High-precision 11-point Wide-frame AF

The K200D'S advanced SAFOX VIII autofocus system features 11 sensor points (with nine cross-type sensors) to automatically focus on the subject with utmost precision, even when it is positioned off center. When the subject is captured in focus, the in-focus sensor point is automatically superimposed in red in the viewfinder for at-a-glance confirmation.

Custom Image Function

The K200D is equipped with a new Custom Image function that lets the user select one of the six modes and adjust an image'S processing to their preference by automatically adjusting tone, saturation, contrast, and sharpness. These modes include Natural, Bright, Portrait, Landscape, Vibrant, and B&W image modes. The photographer can make further fine-tuned adjustments to each setting. The effect on each of the primary colors is shown in a radar-type display on the LCD panel. The user can easily see the effect of their adjustments by using the digital preview option.

Comprehensive Dust Removal System With Prevention, Removal and Alerting Devices

The K200D features the user-friendly Dust Removal system to prevent dust from sticking to the surface of the CMOS image sensor (or low-pass filter). The PENTAX-original Super Protect (SP) coating, applied to the image sensor surface through vapor deposition of a fluorine compound, effectively prevents dust from sticking to the surface. In the next step, dust that may remain on the surface will be shaken off when the system shifts the image sensor at high speed. Finally, the dust that is shaken off the image sensor falls onto an adhesive strip positioned at the bottom of the unit, eliminating any possibility of the dust returning to the image sensor surface. This upgraded Dust Reduction system also offers a new Dust Alert function, which shows the user exactly where dust may be sticking to the sensor surface.

Auto Sensitivity Control Up to ISO 1600

The K200D'S auto sensitivity control function automatically sets the optimum sensitivity up to ISO 1600, based on such data as the subject'S brightness level and lens focal length. Since this function allows the user to use faster shutter speeds in poor lighting situations (such as indoor sports events and night scenes), this feature helps photographers effectively reduce camera shake and prevent blurred images. For specialized applications, sensitivity may be set manually from ISO 100 to ISO 1600.

Bright, Clear Viewfinder

Combining a lightweight penta-mirror prism with PENTAX-original finder optics and the acclaimed Natural-Bright-Matte focusing screen, the K200D'S viewfinder delivers a large, bright image with an approximately 96-percent field of view and an approximately 0.85-times magnification.

Optional Battery Grip (D-BG3)

Along with this model, PENTAX developed a new battery grip as an optional accessory for exclusive use with the PENTAX K200D. Combined with the camera body batteries, this grip extends battery life and captures a larger number of images without battery changes. With an extra shutter-release button, preview lever and AE-lock button, the grip makes vertical-position shooting simple and effortless. The battery grip also features the same reliable dust-proof, water-resistant construction as the K200D camera body.

· Power source: Four AA-size (lithium, rechargeable Ni-MH, alkaline) batteries

· Dimensions: 133.5 (W) x 32.5 (H) x 76.5 (D) mm (excluding protrusions)

· Weight: 175g (without batteries)

· Ship in March 2008 for $129

Other features

· High-rigidity stainless-steel chassis

· Choice of 16-segment multi-pattern metering, center-weighted metering and spot metering to accommodate various photographic applications

· 22 custom functions to personalize camera operations

· Approximately 1,100 images can be taken when using AA size lithium batteries due to its energy saving design (4 Energizer Lithium batteries included with each camera)

· Compatibility with conventional SD and large-capacity SDHC memory cards

· Simultaneous recording of RAW- and JPEG-format images

· RAW button for single-action image-file switching

· Eight digital filters for creative and artistic expressions

· In-body development of recorded RAW-format images

· Compatibility with SDM equipped lenses for quiet, extra-smooth autofocus operation

· PENTAX PHOTO Laboratory 3, RAW data processing software and PENTAX PHOTO Browser 3, browser software, included on the accompanying CD-ROM

PENTAX, and smc PENTAX are trademarks of PENTAX Corporation

PENTAX PHOTO Browser, PENTAX Laboratory, and SDM are trademarks of PENTAX Corporation

All other brands or product names are trademarks or registered trademarks of their respective companies

Designs and specifications are subjects to change without notice

PENTAX ANNOUNCES COLORFUL OPTIO M50, TINY OPTIO S12 AND MORE

Tuesday, January 22, 2008 7:00:00 AM

GOLDEN, CO. (January 23, 2008)…PENTAX Imaging Company announced three new compact camera models and confirmed the Optio A40 is scheduled to ship in February 2008.

The PENTAX Optio M50, with a 5X optical zoom housed in an ultra compact body with fun color options, is the ideal combination of style, function and price for both customers looking to update their camera and new digital users. The camera features a unique Smile Capture function, which distinguishes smiles on a subject and automatically releases the shutter. Available in three color choices including silver, light blue and pink, the Optio M50 will ship in March 2008 for US $229.95.

The PENTAX Optio S12 is the smallest, most stylish 12MP camera in its class. An ideal choice for the experienced digital camera user looking for an extremely compact camera with advanced features, the PENTAX Optio S12 is scheduled to ship in April 2008 for US $279.95. The Optio S12 will be available in silver and black.

The PENTAX Optio E50 has advanced functions and high resolution with simple operation that appeal to customers looking for the maximum features and a minimal price − making it an ideal gift. The Optio E50 is also an excellent travel camera due to compatibility with easy to find AA batteries. This camera will ship in March 2008 for US $149.95.

The PENTAX Optio A40 appeals to the advanced digital user who wants the most from their compact camera including a high resolution sensor, mechanical Shake Reduction system, and advanced capture settings. Previously announced in the fall of 2007, the Optio A40 will ship in February 2008 for US $299.95.

“PENTAX'S goal with our compact digital cameras is to offer customers advanced features in the most compact bodies at a reasonable price,” said Ned Bunnell, President, PENTAX Imaging Company. “Every compact offering from PENTAX includes the popular face recognition feature, Digital Shake Reduction, PENTAX'S own Auto Picture mode and high quality design.”

All of these latest PENTAX compact digital products will be displayed at PMA 2008 Trade Show from January 31 to February 2 in Las Vegas.

PENTAX Imaging Company is an innovative leader in the production of digital SLR and compact cameras, lenses, flash units, binoculars, scopes, eyepieces and mobile printers and scanners. For more than 80 years, PENTAX technology 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.

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Media Contact:

Michelle Martin 303.728.0224

Consumers:

1-800-877-0155