Nikon's new 10.2 MPX D80 Digital SLR to sell for US$1000

The digital prosumer camera market went from red hot to white hot yesterday when Nikon announced the 10.2-megapixel D80, a replacement for its 6.1-megapixel D70s. The D80 will represent remarkable value when it hits shelves next month for an estimated selling price of US$1000 for the body only and US$1300 for the body and an 18-135mm f/3.5-5.6G AF-S IF-ED DX Nikkor Lens. Many of its features have been taken straight from professional cameras in the Nikon range, with many of the attributes of the D200at half the price. It can shoot at speeds of up to 3 frames per second, for up to 100 consecutive shots (in JPEG Normal mode), powers up in only 0.18 seconds and captures a picture with an imperceptible shutter lag time of just 80 milliseconds (0.08 seconds). A new 11-area auto- focus system (from the D200) detects focus with superb precision and can even track a moving subject across the frame, shifting focus instantly and automatically to any of the 11 auto-focus points that detect the subject.

The D80's large, bright 0.94x viewfinder affords a remarkable view not found in many digital SLRs, making critical composition easier and more pleasing. The camera's rechargeable battery can last up to 2700 shots on a single charge, while also providing a real-time Fuel Gauge of the percentage of charge remaining in the battery at all times. And like all Nikon digital SLR cameras, the D80 feels solid and substantial while being both compact and comfortable. But more experienced photo enthusiasts will admire the D80 most for its bevy of creative controls and features that make photography with the camera so much more enjoyable and rewarding.

Its new Optimize image menu, for instance, offers complete control over the look and feel of your pictures, allowing you to boost saturation and create pictures with vivid color, or shoot black-and- white pictures with a choice of four filtration effects, or even create your own custom look that expresses personal style and creativity. Other creative tools include an all-new image Retouch menu for in-camera image editing, built-in i-TTL flash control with the ability to control up to two remote groups of Speedlights, as well as over 32 Custom settings to customize several attributes of the camera's performance.

"The Nikon D70 and D70s cameras proved to be extraordinarily successful due to the excellent value they offered to passionate photo enthusiasts when each was introduced. They offered an ideal balance of features, performance, innovation and price, making them appealing to a very broad range of photographers. With the introduction of the D80, Nikon is significantly raising the bar for a camera in this class," said Edward Fasano, general manager for Marketing, SLR Systems Products at Nikon Inc.

"By bringing high- end features and technologies inherited from our professional line of cameras to the passionate photo enthusiast, while making the camera simpler and more enjoyable to use, we believe the D80 will represent the 'sweet spot' for anyone looking for a new level of digital SLR camera performance and value. Paired with the new 7.5x 18-135mm f/3.5-5.6G AF-S IF-ED DX Zoom-Nikkor lens, the D80's performance and versatility becomes even more compelling for consumers," he added.

Unrivaled Image Quality

At the heart of any digital camera lies its image processing engine - a sophisticated processor that determines, among other things, the overall color rendering and image quality of pictures taken with the camera. One of the key advances developed for the D80 is Nikon's own high-resolution image processing engine that inherits best-of-breed technologies from Nikon's latest professional digital SLR cameras, including color independent analog pre- conditioning and high-precision 12-bit digital image processing algorithms, which combine to produce natural-looking images that benefit from faithful color and tone reproduction. A new dedicated high-performance processing chip greatly accelerates performance on all levels, while also achieving lower power consumption, assuring more pictures per battery charge.

The D80 also benefits from Nikon's exclusive 3D Color Matrix Metering II, to ensure accurate exposures, even in the most challenging lighting conditions. Evaluating, rather than merely measuring or averaging the true content of each scene, input from the system's frame-wide 420-pixel sensor is automatically referenced against an onboard database of over 30,000 scenes from actual photography to calculate final exposure value. Variable Center- Weighted metering and Spot metering centered on the active focus area are also available, as are exposure compensation and auto exposure bracketing. Sophisticated exposure automation combined with options for complete user control help to make the D80 an ideal high-performance digital SLR for passionate photography enthusiasts.

Speed to Burn

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