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Appeared on: Wednesday, May 03, 2006
FujiFilm's Technology Promises Noiseless Photo Shots

A new system from Fujifilm reduces image noise, letting point-and-shoot camera users capture moments as their eyes see them, under a wider variety of shooting conditions, even low light.

The system is Real Photo Technology and it is found in Fujifilm's FinePix V10, now available, and the FinePix F30, shipping to retailers this month.

"Noise" is a pattern of flecks, blotches, or color spots that mar the quality of digital pictures. Image noise can be compared to the electronic static that gives a television picture a snowy appearance. Photos riddled with noise look unnatural and lack sharpness and fine detail.

Fujifilm's Real Photo Technology attacks image noise at its source, minimizing it before it can affect picture quality.

Take, for example, a common picture scene: the birthday party. No one wants to leave the lights on for the "Happy Birthday" song but keeping the lights off requires the use of flash, which certainly ruins the mood of the candle-blowing ceremony. In order to preserve the impact of an image of a darkened room illuminated solely by candlelight, picture takers should disengage their camera's flash. But doing so introduces another problem: without the extra light provided by the flash, low-light photos fall victim to blur.

Herein lies the magic of Fujifilm's Real Photo Technology. With noise reduced at the source, Real Photo Technology cameras take pictures at very high light sensitivities (commonly referred to as ISO settings). These high sensitivities reduce the need for a flash and without it, skin tones look natural and background detail pops.

Moreover, Fujifilm matches high light sensitivities (the FinePix F30 can shoot at ISO equivalencies as high as 3200, far and away the highest full-resolution sensitivity setting for a compact digital camera) with faster shutter speeds for less blur in photos. Marrying high light sensitivities with faster shutter speeds is a tried-and-true technique used by advanced photographers to reduce blur that works not only in camera shake situations, but also when the photo subject is in motion - an additional anti-blur benefit of Real Photo Technology.

Consumers who can't tell the difference between ISO and a UFO can still realize the benefits of Fujifilm's Real Photo Technology. The cameras do all of the work for the user, automatically. The FinePix F30 even has a "Picture Stabilization" dial position for the best anti-blur benefits.


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