LAKE SUCCESS, N.Y.,February 7, 2011 – When capturing a surprise wedding engagement on Valentine’s Day or a friend’s birthday celebration in a dimly lit lounge, a high-performance camera with extraordinary features is essential to enhance the ambiance of these moments. Helping to better capture the moment, Canon U.S.A., Inc., a leader in digital imaging, today announced four new PowerShot Digital cameras: the PowerShot SX230 HS, ELPH 500 HS, ELPH 300 HS and ELPH 100 HS models. With these new introductions, Canon debuts the world’s thinnest 24mm wide angle, 5X Optical zoom model1, the PowerShot ELPH 300 HS, along with a Canon-first, GPS-equipped camera, the PowerShot SX230 HS model. In addition, all four cameras come equipped with Canon’s HS SYSTEM for exceptional shooting in low-light, Full 1080p HD video, new Movie Digest Mode and 32 Smart AUTO scenes.
“Canon’s core philosophy when launching a camera product is to discover new and innovative ways to redefine the photographic experience.” said Yuichi Ishizuka, executive vice president and general manager, Imaging Technologies and Communications Group, Canon U.S.A. “Consumers are always looking for the most advanced technologies and these new PowerShot models combine the high-level features and overall functionality the end-user has been seeking.”
Rebranding of the ELPH models:
Showcasing the true evolution of the ELPH brand, the new PowerShot ELPH models have now instituted a “HS” suffix to represent the inclusion of the HS SYSTEM in each model. The renaming of the ELPH model will help to better correlate with Canon’s ever-increasing capabilities in its PowerShot Digital cameras, while retaining its popular identity. With the ELPH 500 HS, ELPH 300 HS and ELPH 100 HS Digital cameras, the new names of the ELPH models will also serve as an easy solution to help consumers make an informed decision about which camera to purchase.
Introduced last year, the HS SYSTEM is a technology used to enhance image quality in low-light situations without the need for a flash. Making up the HS SYSTEM in these new models is Canon’s DIGIC 4 Image Processor combined with a High-Sensitivity CMOS sensor, which helps to reduce noise at high ISO levels and expand the camera's dynamic range, ultimately capturing greater detail and color in images in darker settings, like a wedding reception. With the use of the HS SYSTEM, consumers are able to capture clearer images with less noise and blur, resulting in brilliant, sharp images.