16th NOVEMBER 2009 PP 01-12 TO USE.e$S:Layout 1 12/11/09 13:45 Page 1
D I G I TA L : P H O T O : V I D E O : N E W S
VOLUME 21 NUMBER 35 16TH NOVEMBER 2009
C O M P E T I T I O N
S N I P P E T S
OLYMPUSCAMPAIGNSTARTS TODAY
HOYA RESPONDS TO
RUMOURS
NEW PEN EP-2 ANNOUNCED, AND 100 "MOON" DVDS TO BE WON!
Followingarecentarticleina
Japanesebusinesspublication
The£3million‘don’tbeatourist’ whichsuggestedthatHoyawasto
campaignforOlympus’saward- sellPentaxtoJVC,astatementfrom
winningEP-1camerastartsTODAY, Hoyahassaid:“anewsmedia
starringKevinSpaceyanddirectedby reportedthatHoyaCorporation
DuncanJoneswhorecentlymade wouldsellthebusinessofdigital
“Moon”,thecampaignisdesignedto camerastoJVCHoldings,Inc.
bringthisnewcategoryin However,itisnotafactthatthe
photographytoamuchwider articlereported.”Hoyahasalready
audience.Itwillrunfromnowuntiljust pointedoutthatitdoesnotplanto
beforeChristmasandisexpectedto closePentaxdown.
hitover30%morepeoplethatthe
widelyacclaimedToughspotfrom
2007/8. Thecampaignisnationwide
CUSTOMERS GET
andkicksoffduringthelaunchshow
CLUED UP
forthisseason’s“I’maCelebrity...”this Popularcamerareviewand
evening.Itwillbeshownonthemain photographywebsiteDPReview.com
terrestrialcommercialchannelsand ispublishingalistofdealsand
satelliteaswellasinarangeofprint substance. NationalMarketing ThisiswhatweaimtodowithPEN specialoffersavailableon
titles.PostersandPOSwillbe ManagerforOlympus,MarkThackara andwehaveahistoryofcreating photographygearoverthefestive
followingshortly. explains‘PENasacategoryisnew.The memorableandhigh-impact seasonforpotentialbuyers.TheUK
ThecampaigndepictsSpaceyina E-P1isdifferent,itstandsout.Rightnow campaigns.OurambitionforPENis listcurrentlyincludespromotions
numberofdifferentsituations theindustryneedsawideraudienceto tocreateacompletelynewcategory: fromSony,Nikon,Canonand
demonstratingthebenefitsofthe embracethisnewtechnology.Thetarget notanSLRoracompact.’’ Pentaxandthesitepromisesitwill
OlympusEP-1agencyTeamSaatchi audiencearenotthatinterestedinhowit beupdatedasandwhennewdeals
havecapturedboththeretrostyleof doesit,theywantqualityandstyle. How to win one of the Moon areannounced.
thecameraandthetechnological Sometimesthedesignsparksatrend. dvds, see page 10
I N T E R C H A N G E A B L E L E N S
RICOH LAUNCHES NEW SYSTEM
Ricohhasannouncedthedevelopment camerasysteminwhichlensesare GXRinterchangeableunitcamera unitwillretailfor£419,themacrolens
andreleaseoftheGXRinterchangeable changedbyusingaslide-inmount systemfeaturesahighlyrigid unitfor£599,andthezoomunitfor
unitcamerasystem:anentirelynew systemtoattachcameraunitstothe magnesiumalloybodyandarobust £329.Additionally,anexternalflash,
systemwhichcurrentlyoffersthesmallest body.Thelens,imagesensor,and form: theimagesensorisnotexposed electronicviewfinderandother
andlightestdigitalcamerawiththe imageprocessingengineareintegrated whenlensesarechanged.It’s accessorieswillbemadeavailable,
abilitytochangelensesintheindustry. intothecameraunits,sothebodyitself anticipatedthatthenewsystemwillbe withmorelens/processorunitsplanned
ThenewGXRisaninterchangeableunit doesnotcontainanimagesensor. The shippingfrommidDecember.Thebody forthenearfuture.
INSIDE: SOAPBOX AND COMMENT PG 3 BEHIND THE COUNTER PG 7 REVIEW ROUND UP PG 7
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