The Fujifilm FinePix AX280 is a new 14 megapixel entry-level camera. A step-up model from the AX200, the Fujifilm AX280 shares the same core specifications of 720p HD movie recording, 5x, 28-140mm lens, 2.7 inch LCD screen, ISO 3200 and powered by AA batteries. The Fujifilm FinePix AX280 will be available in the UK in Black, Silver and Bright Pink, price to be announced.

Fujifilm UK Press Release

New Range of High Quality ‘A’ Series Cameras with HD

Fujifilm is pleased to announce the introduction of two new A series compacts featuring High Definition capture. The AV100 and AX280 offer point and shoot simplicity and are perfect for people who are investing in their first digital camera. Despite their entry-level price, there is no compromise when in comes to image quality. All models feature a precision Fujinon lens, to ensure that top optical quality is realised from the powerful sensor and advanced image processing engine.

A Choice of Features
The two new A series compacts are divided in to two categories dependent on their zoom capabilities. The 12 megapixel AV100 boasts a 3x Fujinon zoom, whilst the 14 megapixel AX280 features a versatile Fujinon 5x, 28mm wide-angle zoom lens.

Whichever camera you choose, the high resolution sensors and top quality Fujinon optics combine with the high sensitivity settings (to ISO 3200) to deliver sharp, clear images in all conditions. There’s also Digital Image Stabilisation to reduce image blur caused by hand shake or subject movement.

High Definition capabilities
Both new A series compacts will capture stunning, detailed, HD video and FULL HD Photo at 16:9. Play them back on any HD ready television* (or home PC) and prepare to be amazed as your photos come to life in their full glory.

*To connect to an HD-ready TV, you will need an optional accessory HD Player (HDP-L1)

Intuitive Technology
Scene Recognition Auto (SR AUTO) ensures that you get a good picture every time. It intelligently detects the scene type and shooting conditions, and optimises the camera’s focus, exposure and white balance to achieve perfect results. So whether you’re photographing flowers or shooting a holiday landscape, you will get flawless photos at the press of a button. Or if you prefer you can choose one of 13 programmed scene modes for extra control.

If you have ever struggled to find the photo you are looking for on your camera, then this new function will be long awaited.  Fujifilm is introducing a Picture Search feature which allows you to find all images taken in a particular scene mode (e.g. Portraits, Landscapes, or Macro shots) thereby ensuring it is much faster to navigate through the photos on your camera.

For added creative versatility, Panoramic shooting mode allows you to stitch three photos together to create a stunning panoramic image, perfect for wide landscapes, tall buildings or large groups of people.

Focus on Faces
Ideal for photographing portraits or group shots of people, the A series cameras feature Fujifilm’s Face Detection technology to ensure the settings are optimised for the people in the picture. Candid shots in low-light are made simple with the Natural Light mode, which automatically increases the ISO to enable the flash to be forced off for discreet, non-intrusive shots.

And, for those occasions when stills don’t do a moment justice, HD Movie Mode with sound lets you record those precious memories and relive them time and time again in glorious HD resolution.

Varied specification dependent on model:
  * AX280 - 14 megapixels and 5x Fujinon wide-angle zoom lens
  * AV100 - 12 megapixels and Fujinon 3x zoom lens

Core specification:
  * Easy-to-use - an ideal first time camera
  * Scene Recognition Auto (SR AUTO)
  * Face Detection technology with auto red-eye removal
  * HD 720p for both stills and movie capture (16 : 9 stills)
  * Picture Search - by Face, by Scene, by Date and by data type.
  * Panoramic Shooting mode
  * ISO sensitivity 1600 at full resolution and up to ISO 3200 with 3MP
  * AA battery operated
  * Available in Black, Silver and Bright Pink

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. The company employs more than 73,000 people worldwide, with 178 subsidiaries stretching across four continents.

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. It has a global turnover in excess of £13 billion.

In the UK, Fujifilm has been supplying the imaging, printing and graphics industries, as well as consumers, professional and enthusiast photographers, with high quality, innovative products and services for over 25 years. Fujifilm UK currently employs more than 450 people and has become one of the country’s most popular photographic and imaging brands.

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