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Canon Digital Elph SD970 IS

Dennis Hissink
PMA 2018 Report
Monday 2nd, March 2009
Posted by: Dennis Hissink

Canon updates its Digital Elph range with an exciting new digital camera model: the Digital Elph SD970 IS - known as Canon Digital Elph SD970IS in Europe. The Canon Digital Elph SD970 IS delivers superior telephoto reach via a 5.0x optical zoom, and detailed image review with a 3.0Ē PureColor LCD II. The Canon Digital Elph SD970 IS features a new Smart Auto mode, which uses Canonís innovative Scene Detection Technology to deliver incredible shots with simple point-and-shoot operation. The new 12.1 Megapixel camera model shoot stunning HD movies (1280 x 720, 30fps) and have HDMI connections for playback on compatible HD televisions. Replacing the Canon Digital Elph SD890 IS, the Canon Digital Elph SD970 IS continues the Digital Elph heritage combination of exquisite imaging and design.

Canon Digital Elph SD970 IS

12 Megapixel Canon Digital Elph SD970 IS
The Canon Digital Elph SD970 IS captures images at an incredible 12.1 Megapixel resolution, offering the freedom to crop or enlarge images with no loss in detail. Canonís DIGIC 4 processor uses improved algorithms and calculation accuracy, allowing the Canon digital camera to deliver ultra-fast operation, and rich, low-noise images with outstanding clarity and colour reproduction.

Canon Digital SD970 IS - Smart Auto mode
For maximum results with minimum effort, the Canon Digital Elph SD970 IS incorporates a new Smart Auto mode. This uses Canonís Scene Detection Technology to analyse the shooting scene in detail - checking subject brightness, contrast, distance and overall hue. The camera then instantly selects one of 18 possible modes, to ensure perfect settings for the scene.

Canon Digital Elph 990IS camera technologies
Thanks to DIGIC 4 processing, Canonís intelligent technologies are now more accurate than ever. Improved Motion Detection Technology aids blur-free capture of moving subjects. i-Contrast brightens the dark areas of a photo without blowing out correctly-exposed areas. Face Detection incorporates new Blink Detection, which helps avoid the disappointment of a mistimed portrait shot. Face Self-Timer simplifies group shots or self portraits by waiting until the user enters the frame before shooting.

Canon Digital Elph SD970 IS

Canon Elph SD970 IS - Improved user interface
New Active Display is a fun interactive way of reviewing images: by moving the camera gently during playback, a scrolling function is activated. The Canon Digital Elph SD970IS is easier to use than ever, thanks to an improved, better looking Graphical User Interface. This includes a handy Hints & Tips option, which offers unobtrusive advice on making the most of the cameraís features.

Canon Digital Elph SD970 IS - Shooting modes
The wide range of shooting modes in the Canon Digital Elph SD970 IS includes options for creative photography: the new Zoom Blur mode physically zooms the lens during exposure to create a dynamic feeling of movement, while the improved Creative Light Effect moves the IS system lens during longer exposures for a Ďdrawing with lightí effect.

Canon Digital Elph SD970 IS

Canon Digital Elph SD970 IS Price & Availability
"The new Digital Elph SD970 IS digital camera combines new levels of intelligent functionality with the kind of head-turning design that only Digital Elph offers," said Rainer Fuehres, Head of Canon Consumer Imaging Europe. The Canon Digital Elph SD970 IS is available from April 2009 priced at £379.00 / Ä449.00 RRP inc. VAT.

Canon Digital Elph SD970 IS review
As soon as we receive a Canon Digital Elph SD970 IS test sample, we will publish a picture gallery with high resolution photos, followed by an extended Canon Digital Elph SD970 IS review.

Canon Digital Elph SD970 IS

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The PMA show, or Photo Marketing Association, continues its yearly tradition of maintaining a network of photo imaging as well as the experience and know-how of the industry. The PMA represents 20,000 members from over 100 countries, who are all active within the imaging industry. As a reflection of the changes in the market, the PMA organization has also changed and has become more diverse. Nowadays, the member group consists of representatives coming from photo retail, manufacturers, commercial photo labs, professional sports and news photography, in addition to small album print suppliers and photo processing centers. The PMA 2012 Trade show focuses on an industry which is heavily affected by the unstable situation of the global financial economy. However, whether the latter will also stand in the way of the innovation and product introductions, remains to be revealed by the PMA International Convention & Trade Show in Anaheim Convention Center (California, US).