Fujifilm UK Press Release

As the clocks go back this Sunday (01:00 GMT), Fujifilm would like to draw attention to a depressing trend. Just like their human owners, many digital cameras are dreading the absence of daylight and the long winter nights.

With most digital cameras depending on abundant light to take a decent photo, 15 hours of daily darkness mean they can get into trouble early in the evening - relying on a battery-hungry flash, or producing the blurry, shaky results we know so well. Until now…

Fujifilm has pioneered the development of a series of digital compact cameras with an unprecedented sensitivity range of ISO 80-1600 (conventional digital compacts can only reach ISO 400), so images of superb clarity can be captured even in low-light situations. Fujifilm’s Super CCD technology and Real Photo Processor enable users to photograph without the use of a flash, thereby ensuring more natural-looking results in all shooting conditions.

Furthermore, Fujifilm is the only manufacturer to offer a range* of compact digital cameras that shoot at the highest sensitivity setting of ISO 1600 at full resolution, such as the award-winning FinePix F10 Zoom - which means image size is not compromised for quality.

Will Rolls, Marketing Manager, Fujifilm Digital, said, “After years of attaching undue importance to megapixel count, people are now focusing on the true test of quality: the ability to get great results in less-than-perfect light.  With so many people using digital cameras for social evening situations, it’s overwhelmingly clear that sensitivity has overtaken pixels as the new Holy Grail of photography.

“Fujifilm’s latest range of digital cameras leads the way in addressing this challenge, allowing users to capture images accurately in low light, without being riddled with grainy noise, or the bleached-out effect of a flash. I feel better already!”

*Fujifilm’s range of digital cameras with ISO 1600 at full resolution includes the FinePix F10 Zoom, F11 Zoom, S5600 Zoom, S9500 Zoom and Z1 Zoom.