Further information

Press Release

It does everything, except the ironing

An all-in-one digital camera with upgraded specifications to assure solid performance in a variety of situations

HOYA CORPORATION PENTAX Imaging Systems Division is pleased to announce the launch of the PENTAX X90 digital camera. Offering upgraded basic specifications, including extra-wide zoom coverage, longer battery life and an electronic viewfinder, this all-in-one-type camera delivers effortless picture-taking in a wide variety of outdoor situations to photographers of all levels.

Major Features

1. Versatile optical 26X zoom lens to accommodate a range of subjects

Within its compact, lightweight body, the PENTAX X90 features a high-magnification optical 26-times zoom lens offering a focal-length coverage between 26mm wide angle to 676mm super telephoto (in the 35mm format). Coupled with the 1cm Macro mode – which allows the photographer to capture dramatic close-up images of a subject from just one centimetre away – it offers quick, effortless shooting in a wide range of photographic situations.

Furthermore, it also provides the Intelligent Zoom function, which extends the zoom coverage to approximately 162.5 times (for a focal length of an astonishing 4225mm in the 35mm format) without compromising the optical performance of the zoom lens.

2. 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 incident 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.

3. Extra-powerful battery for extended shooting sessions

Thanks to its large-capacity lithium-ion battery, the X90’s battery life is approximately 50 percent longer than predecessor model. This translates into the recording of approximately 255 images** with a single recharge of the battery. This longer battery life is particularly helpful on the road or during outdoor shooting, as it eliminates the necessity of frequent battery recharging.
** Based on measurement conditions conforming to CIPA specifications using the exclusive D-LI106 Lithium-ion Battery.

4. Electronic viewfinder with dioptre adjustment for clear image viewing outdoors

The X90 comes equipped with an electronic viewfinder of 200 000 dots, which comes in handy when shooting the subject against harsh backlight or when the user needs a more solid hold of the camera. Since its newly incorporated dioptre adjustment mechanism provides a clearer view of the subject and in-finder information, the photographer can enjoy shooting more comfortably.

5. Movie shooting in high-definition TV image quality, with anti-shake protection

The X90 captures high-quality movie clips, equivalent in image quality to that of high-definition TV (1280 x 720 pixels), in 30 frames per second. It also features the Movie SR (Shake Reduction) mode,*** which effectively minimises annoying camera shake during movie shooting through the use of exclusive software. As a result, the photographer enjoy high-quality, blur-free movie shooting with minimal effort. It is even equipped with an HDMI micro terminal for audio/video signal output, allowing the enjoyment of high-resolution movies simply by connecting the camera with a high-definition TV monitor.
*** When the Movie SR mode is selected, the angle of view becomes narrower than normal shooting.

6. 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 also offers Aperture-Priority AE, Shutter-Priority AE and Metered Manual modes to let the photographer more freely express their creative intention and personal style.

7. High image quality

Thanks to the combination of approximately 12.1 effective megapixels, a sophisticated imaging engine and a high-quality PENTAX zoom lens, the X90 delivers super-clear, high-quality images. It even allows the photographer to choose the preferred finishing touch from Bright, Natural or Monotone.

8. Auto Picture mode for hands-off selection of seven different shooting modes

The X90 features the advanced 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 mode not only makes the right mode choice for the photographer from Landscape, Portrait, Night Scene, Night Scene Portrait, Flower, Sport or Standard modes, but also features an auto macro mode, which automatically switches the camera’s focus range to macro in close-range applications.

9. Face Detection AF & AE function, with an innovative Small Face Filter

The X90 features the upgraded Face Detection AF & AE function, which automatically detects up to 32 faces in the image field in a mere 0.03 seconds and captures them in great accuracy and with superb clarity, even when the faces are tilted or turned sideways. It also offers a new Small Face Filter, which makes the subject’s face appear slightly smaller than in reality in recorded images. 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.

10. High-sensitivity anti-shake mode to minimise camera shake and subject shake at indoor events and for 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 minimise 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).

11. Other features

1)      The Burst shooting***** at a maximum speed of approximately
        11 images per second to capture decisive moments
2)      Choice of image format: 4:3, 3:2, 16:9 or 1:1 proportions
3)      Large 2.7-inch colour LCD monitor with approximately 230,000 dots,
        treated with AR (Anti-Reflection) coating to minimise reflections
4)      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
5)      D-Range setting to minimise excessively overexposed and
        underexposed areas in the image
6)      A selection of digital filters, including Toy Camera and Retro,
        to add creative visual effects
7)      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)
8)      Compatibility with Eye-Fi wireless LAN SD memory cards

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