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Press Release - 8 February 2010
18MP, 1080p HD Movies, ISO 6400: Canon redefines
the boundaries of the consumer DSLR with the EOS 550D
United Kingdom / Republic of Ireland, 8th February
2010 – Canon today announces a groundbreaking new addition to its expanding,
world-famous EOS range of Digital SLR cameras – the EOS 550D.
The EOS 550D redefines the boundaries of Canon’s
consumer DSLR range, incorporating technologies and features more commonly
found in semi-professional DSLRs into the compact, lightweight body favoured
by consumers. With a newly-developed 18 Megapixel (MP) APS-C CMOS sensor,
coupled with Canon’s advanced DIGIC 4 image processor and the ability to
shoot Full HD movies, photography enthusiasts are empowered to explore new
levels of creativity.
Creative control with no compromise on quality
The EOS 550D makes Canon’s powerful imaging technology more accessible to
consumers. Canon’s advanced DIGIC 4 image processor and 18MP sensor support
standard ISO settings of 100 – 6400 (expandable to 12800), while enhanced
in-camera noise reduction technology boosts performance in low light
conditions. The system’s 14-bit image processing also produces smoother
tonal gradation and natural looking colours for high quality prints and
on-screen display.
For swift and accurate focusing, the EOS 550D features
a 9-point AF system with one extra-sensitive cross–type point at the centre
for f/2.8 or faster lenses. The EOS 550D also supports high-speed,
continuous shooting at 3.7 frames per second (fps). These features provide
users with the opportunity to exert greater control over their images,
allowing them to capture split-second moments with ease and accuracy.
Continuing Canon’s tradition of filtering new
technology and features down from its advanced and professional DSLR ranges,
the EOS 550D includes the iFCL metering system first launched in the EOS 7D.
New for EOS is the ability to set the top limit for automatic ISO, allowing
users to control the maximum amount of noise in their images. In a first for
entry level EOS, exposure compensation and bracketing can be set up to plus
or minus five and two stops respectively, allowing the photographer to take
a number of differently exposed versions of the same shot to ensure they
capture a well-exposed image, even in difficult lighting conditions.
“Digital SLR photography has captured the imagination
of consumers globally,” said Kieran Magee, Director of Product Planning,
Consumer Products, Canon Europe. “Every year, more and more individuals are
looking to record key life events with unrivalled quality or to test and
explore their creativity. The EOS 550D redefines the entry level DSLR
category, putting technologies and features previously the preserve of the
professional into the hands of the consumer – allowing them to achieve
outstanding results. With the EOS 550D, consumers are free to explore the
limits of their own creative vision.”
EOS Movies: Full HD video with creative control
As the ability to record Full HD video becomes increasingly important, Canon
continues to deliver DSLR technology that sets the industry benchmark for
multimedia functionality. The EOS 550D records video in full 1920x1080p HD
resolution, allowing photographers to select the frame rate preferred from
30, 25 and 24fps, as well as offering 720p video at 60 and 50fps. The EOS
550D also includes a 3.5mm stereo microphone socket, enabling the use of an
external microphone when capturing video.
Photographers can also take manual control over
exposure settings, changing the depth of field and degree of motion blur to
shoot more creatively. To provide the best possible video quality, highlight
tone priority (HTP) can be set independently for movie capture, without
changing any still image capture settings. In situations where the subject
is further away, the EOS 550D Movie Crop function records with the central
640x480 pixel area of the sensor, creating an effective magnification of
approximately seven times. The EOS 550D is the first in the EOS range to
feature Movie Crop and gives consumers more flexibility to capture important
moments which would otherwise be too far away.
A clear view of your world
The EOS 550D also allows photographers to view their images and video in
unhindered clarity. A 7.7cm (3.0”) 3:2 Clear View LCD screen with 1,040k dot
resolution makes it possible to see 100% of captured images with no borders.
The anti-reflective, water-repellent coating also makes it easier to see the
screen in bright conditions and from a variety of angles.
EOS build – Canon quality
As consumers would expect from an EOS DSLR, the EOS 550D is built to a high
quality specification. It features bigger, more intuitive buttons which have
been redesigned following feedback from users. Based on this feedback, the
EOS 550D also features an additional button on the new, battery grip,
allowing aperture settings to be changed when shooting with the camera in a
vertical position, without having to reorient the body.
Share the moment with friends and family
For EOS 550D photographers, shooting great pictures and video is just a
first step. Thanks to an integrated HDMI port compatible with
High-Definition Multimedia Interface – Consumer Electronics Control (HDMI-CEC),
video and images stored on the EOS 550D can be viewed on an HD-ready TV and
controlled via the TV remote.
For users who want to transfer content wirelessly, the
EOS 550D includes Eye-Fi connected functions. The EOS 550D features a
dedicated Eye-Fi section in the User Interface and it disables the automatic
power-down function when an Eye-Fi card is transmitting - allowing users to
transfer content easily and without interruption.*
Accessories
The EOS 550D is fully compatible with all Canon EF and EF-S lenses and EX
series Speedlite flash units, including the compact Speedlite 270EX. The EOS
550D is also compatible with the new RC-6 Remote Control, allowing
photographers to capture high quality stills and Full HD video without
touching the camera body. The slim line infrared controller can trigger the
shutter release from up to five metres away, with users able to select
either immediate release or a two second delay for greater flexibility when
shooting. As well as supporting EOS 550D, the RC-6 is also compatible with
the EOS 450D, 500D, 7D and 5D Mark II.
CANON iMAGE GATEWAY – share your stories
Owners of the new Canon EOS 550D can join the CANON iMAGE GATEWAY, a free
online facility for Canon users that makes it easy to share their photos and
video. Users can take advantage of up to 2GB of personal storage space,
creating enough room for hundreds of high-quality images. Mobile browsing is
also supported, making it easy for friends and family to view photos on the
move.
Features at a glance:
18 Megapixel APS-C CMOS sensor
DIGIC 4 processor with ISO 100-6400 (Expansion to 12800)
Continuous shooting at 3.7fps
Full HD movie recording with manual control and selectable frame rates
7.7cm (3.0”) 3:2 Clear View LCD with 1,040k dots
iFCL metering System with 63-zone Dual-layer Metering Sensor
Quick Control screen to change shooting settings
Exposure compensation +/-5 stops.
Select maximum value for Auto ISO
External Microphone socket
Movie crop function
Eye-Fi connected functions compatibility
Pricing and Availability
The EOS 550D body only is available from 24th February 2010 priced at
£799.99.00 / €899.00 RRP inc. VAT.
The EOS 550D, EF-S 18-55mm f/3.5-5.6 IS lens kit is available from 24th
February 2010 priced at £899.99.00 / €999.00 RRP inc. VAT.
The EOS 550D, EF-S 18-135mm f/3.5-5.6 IS lens kit is available from 24th
February 2010 priced at £1,099.99.00 / €1,249.00 RRP inc. VAT.
The EOS 550D, EF-S 18-55mm f/3.5-5.6 IS & EF-S 55-250 f/4-5.6 IS double lens
kit is available from 24th February 2010 priced at £1,199.99.00 / €1,349.00
RRP inc. VAT.
The BG-E8 battery grip for the EOS 550D is available from 24th February 2010
priced at £159.99.00 / €179.00 RRP inc. VAT.
The LP-E8 battery pack for the the EOS 550D is available from 24th February
2010 priced at £49.99.00 / €49.99 RRP inc. VAT.
The RC-06 remote price is TBA.
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