The latest F-series compact with revolutionary Super CCD EXR switchable sensor technology; the FinePix F200 EXR MALAYSIA, KUALA LUMPUR, 18 March 2009 - Fujifilm (Malaysia) Sdn Bhd today unveiled their latest innovation following a long line of famous Super CCD sensors in cameras; the Fujifilm FinePix F200EXR digital camera - touted to be the perfect camera for the photography enthusiast; and which will be available in Malaysia at a recommended retail of RM1399.

This power-packed point-and-shoot compact was awarded the "2009 Innovative Digital Product Award" by the Digital Imaging Marketing Association (DIMA) at the Photo Marketing Association (PMA) trade show and convention held in Las Vegas from 3-5 March this year. DIMA Innovative Digital Product Awards recognize products or services utilizing new technologies and/or applications which make the product either distinct or the first of its kind. "DIMA's recognition of the FinePix F200EXR underscores Fujifilm's commitment to creating unique products and rich new technologies that meet the evolving imaging needs of today's customers, and we are proud that is has been given such esteemed recognition," said Mr Paul Ho, Senior Executive Director, Fujifilm (Malaysia) Sdn Bhd. "We will continue to deliver unique, creative products and services that can help our customers to maintain and expand their revenue streams, even as the challenges of a tough economy and changing photographic imaging market increase." he added. Along with the launch of the FinePix F200EXR at the Fujifilm Showroom at Menara Axis today, the latest Fujifilm FinePix lineup for 2009 will also be showcased. First announced at Photokina 2008, Fujifilm's new EXR technology is yet another item making its first appearance in the new FinePix F200EXR. Following a long line of famous Super CCD sensors in cameras like the FinePix F10 and FinePix F31fd, the FinePix F200EXR is designed by Fujifilm to be the perfect camera for the photographic enthusiast. Primed to be the class-leading compact of 2009, the FinePix F200EXR utilises brand new, ground-breaking technology to create an unprecedented level of image quality from a consumer level compact. Using the human eye as the basis for the perfect camera sensor, Fujifilm has yet again extended technological boundaries, creating a Super CCD capable of registering excellent levels of detail when switched to its high resolution mode, but at the same time, capable of offering excellent quality in low light and superb highlight detail in contrasting light when switched to its high sensitivity and wide dynamic range modes respectively. In addition to the 12 Megapixel 1/1.6" Super CCD EXR and completely redesigned EXR Processor, the FinePix F200EXR inherits its rich feature set from the FinePix F100fd, which includes a powerful Fujinon 5x wide angle optical zoom lens, and the most powerful face detection technology on the market, Face Detection 3.0, with auto red eye removal. On top of this, the F200EXR offers 5 Film Simulation Modes, a 3.0" high-resolution 230,000 dots wide view LCD, HD Photo Output, Dual Image Stabilisation and sensitivity up to ISO 12800 (3 million pixel only). This combination of cutting-edge technology encased within a pocketable digital compact body means that advanced ameteur photographers through to professionals will be able to take breathtaking pictures in the most challenging of conditions. The world's most versatile photographic sensor Faced with a market driven by the demand for higher pixel counts, yet conscious that high concentrations of pixels on small sensors can produce diminishing quality returns, Fujifilm engineers had a radical rethink about sensor technology. Why not make a sensor that can flex its behaviour according to the scene to be photographed? Why not give full resolution when bright light allows, but use the pixels in a different way when the light is not ideal? The FinePix F200EXR offers 3 switchable modes in one sensor: 1 High Resolution mode, which deploys all twelve million pixels, and is designed to offer the finest detail    of intricate subjects when light is full and even; 2 High Sensitivity and Low Noise mode, which caps two adjacent pixels together to produce 6 million    large photodiodes, which are big enough to absorb light in the darkest of confitions, to produce low-light    shots of extraordinary quality with minimal noise and grain; and 3 Wide Dynamic Range mode, which captures different exposures with two sets of six million pixels    which, when combined, gives an excellent level of detail in highlights that would otherwise be lost. "The Super CCD EXR image sensor technology combines of the attributes of Fujifilm's past sensor designs into a single chip to offer the photographer a choice - to opt for high resolution when lighting permits, or trade away some resolution for improvements wither to the sensitivity or dynamic range in less than optimal lighting." said Mr Jason Chin, General Manager - Imaging Solutions/Recording Media, Fujifilm (Malaysia) Sdn Bhd. In EXR Mode, the photographer can choose which sensor setting is preferable for the subject to be photographed by choosing High Resolution Priority (HR) to maximise resolution, High ISO and Low Noise Priority (SN) for high quality low-light work or D-Range Priority (DR) for the best detail with contrasting subjects. Perfect Pictures - Automatically The FinePix F60fd was the first digital camera to introduce SR AUTO (scene Recognition AUTO), allowing photographers to let the camera determine the settings to ensure correct exposure, colout reproduction and lighting. The FinePix F200 EXR takes the next technological step by combining Scene recognition technology with EXR technology by automatically and intelligently choosing the correct Super CCD EXR Priority in conjunction with a rance of other controls (image quality, exposure, focus, white balance etc). Now, the photographer can let the camera choose the best sensor mode by using the revolutionary EXR AUTO mode, which is the most efficient mechanism yet invented to quickly optimise the camera's settings to allow the photographer to concentrate on capturing the perfect shot. EXR Auto offers six modes to choose from: Portrait, Landscape, Macro, Backlit Portrait, Night, and Night Portrait. As an example, when taking close subject. F200EXR will intelligently choose Macro mode by recognizing the scene. Then the sensor will switch to the best EXR mode that is suitable for the scene. Intelligently switching into one of High Resolution Priority (HR), High ISO and Low Noise Priority (S/N), and D-Range Priority (DR) to capture the best possible shot. The FinePix F200EXR also retains Fujifilm's improved exposure modes. New "Super intelligent flash" can control technology that even lets you take flash assisted macro shots without flash washout. Enables to capture subjects and background in bright, clear a natural detail over the full flash range including ultra close-ups. Other popular exposure modes such as Natural Light and with Flash (giving the user a choice of flash 'on' or flash 'off' shots) or Natural Light, is featured to capture great candid portraits when powerful flash might be intrusive. Like all great compacts, the FinePix F200EXR lets the photographer decide the best shooting mode. On AUTO, the camera deploys 12 million pixels and operates like other standard high-class compacts. On MANUAL, the aperture and shutter speed can be chosen independently, while PROGRAM mode offers a choise of Program AE and Aperture Priority AE. Don't Leave Without Your Favourite Film Photographic versatility is stretched yet further with the addition of Film Simulation modes. Producing beautiful images is something which is in the very DNA of Fujifilm, and Fujifilm engineers are determined to leverage the considerable strengths gained through years of perfecting film to making the best sensor possible. Introduced to compacts for the very first time, the FinePix F200EXR offers Velvia/Vivid mode for rich and luscious landscapes, Provia.Standard mode for excellent, sharp, standard photography, ASTIA/Soft mode for soft, fine, smooth tonality. At the same time, with the above Film Simulation mode, EXR Priority modes and dynamic range setting can be set to fulfill your sensation on photography. Black and White for dramatic monochromes and Sepia for a warm-toned period look are also featured. Images captured by F200EXR look breathtaking when displayed on an HDTV (with optional HD-cable HDC-1). With standard HD cameras, HD-out means pictures can de displayed in the correct aspoect ratio in excellent resolution. But with the F200EXR, noise and grain the shadows is hardly noticeable while highlights, so often poor with conventional cameras, can be seen in excellent detail. And color, sometimes washed out and insipid, looks bold and dramatic, expecially when Film Simulation modes are used. The Full Package The FinePix F200EXR is fitted with the same sharp lens that made its predecessor such as winner. With its precision optics and massive 5x zoom range, from wide 28mm to long telephoto of 140 mm, the optic delivers sharp, crisp pictures to the sensor every time. And with CCD shift image stabilisation combined with high sensitivity, shots will be blur-free time after time, even in the most difficult of conditions. The FinePix F200EXR can shoot up to super high sensitivity ISO 12800. Finally, to help with quick focusing, the FinePix F200EXR is fitted with Fujifilm's Face Detection 3.0, which is rgarded to be one of the most accurate and speedy on the market. Faces can be 'found' instantly and accurately at any angle.

Key features at a glance:
4    Brand NEW Super CCD EXR 12 megapixel switchable sensor
5    5x (28-140mm) wide-angle optical zoom lens
6    Dual Image Stabilisation
7    3" clear view LCD screen
8    Ultra high sensitivity in low light (ISO 6400 at 6MP resolution & 12800 at 3MP resoultion)
9    Full manual contraols (including aperture priority)
10  EXR Auto (Portrait, Night, Macro, Landscape. Night portrait & Backlit portrait)
11  Film Simulation mode (Provia/Standard, Velvia/Vivid, ASTIA/Soft, Black & White, Sepia)
12  Full Photo HD Output

FUJIFILM FinePix F200EXR

*Specifications subject to change


About Fujifilm
Fujifilm is a global leader in imaging technology, products and services including digital cameras, photofinishing, digital storage and recording media, consumer and professional film, motion picture film, professional video, printing systems, medical imaging, office technology, flat panel displays and graphic arts.

Uniquely placed to be a market leader in digital imaging, Fujifilm develops and manufactures its own sensors, lenses and processing technology. In addition to its production plants and R&D operations in Japan, the company has key manufacturing facilities in Europe and the USA for core products such as colour film, colour paper, single use cameras and CTP printing plates, and has further factories in Brazil and China.