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Editor/Group Head
Bhavya Desai
Marketing Director
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News Editor
Vincent Fernandes
Amitabh Joshi
Photo journalist
Arindam Mohanty
Debdutta Ray
Karina Aggarwal
Rojita B. Tiwari
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Fred Shippey
Don Franz
Kim Brady
Designer
Goraksh Kokate
Production Manager
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23
rd
SEPTEMBER 2010 Day Three
04
world of imaging
2010
With flower-shaped lens hood. Compatible mounts: Nikon, Canon, Sony
Ultrasonic Silent Drive Mechanism
Vibration Compensation Mechanism
S P 7 0
-
300
mm
F/4
-
5.6 Di VC USD
(
Model A005
)
The Sony mount does not include the VC image stabilization functionality, as the body of Sony digital SLR cameras includes
image stabilization functionality. Consequently, the name of the Sony mounted lens, SP 70-300mm F/4-5.6 Di USD,
does not include the VC description.
Lens designed for both 35mm film and digital cameras.
60
th
Anniversary Model: The new Tamron SP 70-300mm F/4-5.6 Di VC USD.
Featuring an XLD lens element delivering best in class resolution in a fast, easy to use
package that includes VC image stabilization and Tamron’s new USD
(
Ultrasonic Silent Drive
)
.
VC USD
NEW
300
mm
70
mm
Wins European Zoom Lens
of the Year
2010
-
2 011
Focal length: 300mm (
equivalent to 465mm
)
Exposure: F/13 1/200 sec ISO200
WB: Daylight Handheld (Digital SLR camera with sensor equivalent to APS-C size)
Power meets precision.
Photokina Show Daily
Print Size: 280 x 200 Trim Size: 305 x 230 Bleed Size: 315 x 240
TAMRON CO., LTD.
1385, Hasunuma, Minuma-ku, Saitama-shi, Saitama 337-8556 JAPAN
Tel
+
81-48-684-9339 Fax
+
81-48-684-9349
Tamron-Manufacturer of precise and sophisticated
optical products for a broad range of industries.
http:// www.tamron.com
23 September
Day 3
Into the Blue
Sea! And to top it all, visitors can
interact live with the underwater
broadcast team. Besides this,
the best underwater photographs
from the Epson Red Sea Contest
are also exhibited in Hall 2.2.
The Epson Red Sea Contest is
an international competition for
underwater photographers who
use photography to highlight
the beauty and fragility of this
environment.
Karina Aggarwal
Cont. from page 1
Let’s go VPG...
O
ften viewed as the best
occasion to showcase the
latest in innovation and
technology, Sandisk is presenting
some of its new products and
features to the industry at the show
this year. These include the new
Extreme Pro, which is a 90mb/s
speed using UDMA 6 featuring
the VPG (Video Performance
Guarantee) technology. As the
name suggests the card guarantees
a sustainable write speed of 20mb/s
and is targeted towards improved
performance for high-end imaging
and broadcast devices.
With more and more
cameras moving towards HD
recording capability, the devices
are becoming more and more
memory-hungry. And it is no
surprise that the VPG technology
is targeted towards the video
capability of cameras.
The company is also
showcasing the WORM (Write
Once Read Many) technology,
which essentially allows the user
to write an image to the card
which can never be deleted again
atleast for the next 100 years.
The card is targeted towards
government authorities who
can use products like these for
storing evidence purposes. “We
are aware that the cards like these
don’t require high capacities
which is the reason why we have
introduced the same in a 1GB
capacity,” said Gerry Edwards,
Sr. Product Marketing Manager
EMEA, Sandisk International Ltd.
Edwards feels that the trends
are shifting towards the mirrorless
interchangeable lens category,
which is a very exciting segment
for Sandisk since it is the HD
videos that will drive lot of sales
of the memory cards in the future.
“Russia and Eastern Europe are
today two of the most promising
and growing markets in the region
for us. Russians are well aware of
our brand and we are viewed as an
A list brand.” Naturally Germany,
France and UK continue to be
some of the biggest markets in the
region for us added Edwards.
However Germany by far
still is the biggest market for
the company in the region
and the manufacturer adopts
a two-pronged investment
strategy in the country. “On one
hand we are investing through
consumer electronic retailers
while on the other through photo
dealers as part of our ofcial
photo partner program.” But
BTL activities continue to be the
primary marketing option for the
manufacturer in the region.
The reason why Sandisk
emphasizes on BTL activities is
because the maximum attach
rate happens at the store when
consumers buy their cards at the
time of purchasing any cameras,
following which it is very difcult
to sell cards.
Bhavya Desai
Gerry Edwards
Elements of Stylus
A
mong other releases, Olympus
presents the Stylus 7050 range
at Photokina this year. A tiny
gadget packed with a 7x optical
zoom lens, HD movie recording,
six Magic Filters, and four Magic
Movies in which the Magic Filters
effects to movie recordings can be
applied. They come in slim, stylish
designs with high-magnication
zooming performance.
The main features of the
Olympus Stylus 7050 are a 14
Megapixel CCD, Dual IS, and
7x optical zoom lens with 28mm
wide angle. Moreover, the camera
supports HD movie (MPEG-4
AVC/H.264) recording on SD card.
It is equipped with TruePic III
image processing engine, which is
originally developed for a DSLR,
delivering natural colour delity and
wide dynamic range.
Shooting functions have evolved
with an expanded range of 6 Magic
Filters including 2 new lters and 4
Magic Movies, which apply Magic
Filters effects to movie recordings.
Extended HDTV (1280 x 720
pixels) video recording with the
new Olympus Stylus 7050 camera
is possible thanks to the advanced
MPEG-4 AVC / H.264 movie
compression format.
The zoom capabilities are
supported by a 14 megapixel
CCD that works together with the
high-resolution lens to capture high-
denition images featuring natural,
lifelike colours and impeccable
details, accurately reproducing the
subject throughout the image area.
Built-in Dual image stabilization
based on high-sensitivity shooting
and CCD-shift image stabilization
mechanism compensates for
image blur due to camera shake by
adjusting the direction of the CCD.
This new camera with a 2GB
internal memory allows you to store
favourite pictures from your PC
back to your camera, search desired
pictures according to recording
information such as “date”, and
“scene mode”, and view them on
the camera. With the provided
software, users can create image
collections based on various criteria
such as who is in the picture or
where it was shot.
This petite package incorporates
interesting features for the creative
photographer. One can explore a
vast range of 6 Magic Filters, Pop,
Pin Hole, Fisheye and Drawing
inherited from the previous model,
and newly added Punk and Soft
Focus, plus 4 Magic Movies which
are the Magic Filters effects applied
to movie recordings.