Matsushita Electric Industrial Company's Panasonic has launched a multi-functional digital camera with SD memory card capability in the Middle East.

Embodying the latest in advanced technology, the extremely compact camera offers a range of functions, including movie and still camera, voice recorder and SD audio player.

"In the current age of radical technological advancements, it is a well established fact that digital photography is indeed the norm of the day and has taken over the more traditional and conservative form of photography. Digital photography is extremely beneficial as it avoids the need for film and film developing, thus making it possible to view recorded images instantaneously.

"It also provides the facility of allowing pictures to be shared worldwide via the Internet as well as enabling PC-based manipulation and enhancement," said Atsushi Hinoki, general manager, advertising and PR.

"Industry forecasts also predict that the global demand for digital cameras will reach a phenomenal 28 million units in 2002.

"These figures point to a tremendous scope for opportunities that cut across prevailing consumer and professional markets, as well as new markets for network-based cameras. The Middle East is also witnessing a tremendous increase in demand for digital cameras," the official said.

The all-in-one new camera, SV-AV10 comprises a host of functions that include a digital movie camera, digital still audio player and voice recorder with a recording or playback time of approximately 60 minutes.

It utilises SD memory cards, the super-light storage medium developed for several audio, video and computer applications.

The digital movie camera facilitates the recording of MPEG4 moving images and sound up to 1 hour on a 64MB SD memory card in economy mode. The highly compressed data enables users to send it by email or use it in a website.

The digital still audio player provides the option whereby convenient data size allows pictures to be sent by email as attachments without the need to resize images.

Another striking feature is that the 64MB SD memory card holds up to 1,760 still pictures. The digital still camera is equipped with a handy flash good for taking still pictures in conditions of low light.

The image viewer enables on-the-spot checking of the video and still image shooting results.

The audio player enables playback of music data recorded with a PC, in addition to allowing users to listen to MP3 music with earphones.

The voice recorder enables the function of making voice recordings to SD memory cards up to 4 hours. The AV10 can be utilised as an IC recorder to record conferences and meetings

"The SV-AV10 e-wearTM SD A/V recorder provides the ultimate route to step into the age of digital entertainment," the company said.

It added that since all the features were based on SD technology and SD memory cards, there was only one format that was required.

SD memory cards are no bigger than the size of a postage stamp and offer fast data transfer rates and excellent security levels.

The compact and small P-10 enables printing to be done on the spot. The 203dpi 50 mobile printer was described as being a convenient instrument for travel convenience.

It connects to the PC through the USB cable to give the user about 45 extremely high quality printouts.

Matsushita, known all over for its Panasonic, National and Technics brands, is a worldwide leader in the development and manufacture of electronics products that are suited for a truly wide range of consumer, business, and industrial needs.

Based in Osaka, Japan, the company posted consolidated sales of $51.70 billion for the fiscal year 2002.

In addition to stock exchanges in Tokyo (6752) and other major cities in Japan, Matsushita's shares are also listed on the Amsterdam, Dusseldorf, Frankfurt, New York (NYSE: MC), Pacific and Paris stock exchanges.

Panasonic Gulf FZE (PGF) is MEI's first subsidiary company in the Middle East, followed by Panasonic Marketing Middle East (PMM), which is the regional marketing headquarters of MEI for operations in the Middle East and African countries.