Magazine Article


Getting Past the Hype At PMA 2004

The Zuiko Digital 150mm, f/2.0 (equivalent to 300mm on a 35mm film camera) is the second large-aperture telephoto lens designed for the E-System. The lens utilizes filters with a thread size of 82mm.

Tamron announced the development of a medium telephoto macro lens capable of taking 1:1 life-size macro shots. The SP AF90mm f/.2.8 Di MACRO 1:1 is a redesigned version of Tamron's renowned 90mm macro lens. This new lens incorporates Tamron's Digitally Integrated Design (Di). The lens can also be used on film cameras with great results.

Tamron also released an ultra-wide-angle zoom lens with Di technology-the SP AF17-35mm f/2.8-4 Di LD Aspherical (IF).

Canon has added two new peak performance lenses to its EF lens line.

The new EF28-300mm f/3.5-5.6L IS USM is an entirely new L-series lens, featuring 11x zoom capabilities, new optical glass advances, faster autofocus and a groundbreaking Image Stabilization system.

The compact EF70-300mm f/4.5-5.6 DO IS USM lens is the second Canon EF lens to employ Diffractive Optics (DO) technology. Like its larger and wider-ranging sibling, (the aforementioned EF28-300mm lens), the EF70-300mm provides up to three stops of effective shake reduction capability. The lens is also equipped with a switch offering a choice of general stabilization and deliberate panning.

New Electronic Flashes

ToCAD America announced the Sunpak PZ40X Digital Camera Flash. The Sunpak PZ40X is a powerful, full-featured, lightweight, shoe-mount electronic flash unit for digital and film cameras, that is available in Nikon, Canon, and Minolta TTL-dedicated configurations. The unit will also work manually with cameras having a non-dedicated, single-contact hot shoe. An optional wide-angle panel provides flash coverage for lenses down to 17mm.

The Bower Company announced the availability of a new high powered flash. In addition to the company's original compact digital flash unit, Bower now offers two new units: models SFD328 and SFD828. Both offer automatic flash, pre-flash, and four position zoom bounce and swivel. Both can be used as a digital flash, slave, or with hot shoe contact.

Phoenix Corporation of America expanded its line of electronic flashes with the new Digital Slave Flash, model #D92-BZS. The flash offers zoom bounce and swivel features; and is compatible with digital cameras that have a built-in flash or hot shoe, and works as a slaved flash unit. Other features include synchronized fill-flash and red-eye reduction modes.

Nikon introduced the versatile SB-600 Speedlight, as the latest addition to the company's Creative Lighting System. Featuring Nikon's next generation i-TTL flash control technology, the SB-600 delivers automatic balance fill-flash and advanced wireless lighting capabilities.

P&S and Polaroid Camera Introductions

In addition to the two new film-based SLR introductions, Konica Minolta introduced new compact film cameras, highlighting the company's dedication to photographers who use film to capture their photographic memories.

The company debuted the Konica Minolta ZOOM 160c Date, ZOOM 130c, ZOOM 80c and ZOOM 60 Date 35mm point-and-shoot cameras.

These affordable autofocusing compact cameras feature all the basic functions, including built-in zoom lenses and built-in flashes, to make great photographs.

Polaroid Corporation
debuted a range of new instant cameras at PMA. The all-new line features four Polaroid One600 instant cameras, including the One600 Classic, One600 Ultra, One600 Pro and One600 JobPro, along with the fashionable and compact re-designed iZone 200 and the Image1200 for high-end users.

Each camera in the Polaroid One600 line comes equipped with a variety of features, including a built-in, automatic flash with ready light, digital film counter to track available photos and a convenient wrist strap for easy portability. Most models also incorporate a self-timer and tripod socket. The One600 cameras will hit store shelves this June.