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Press Release

April 23, 2010

PENTAX K-x Digital SLR Camera Named
"Best DSLR Entry Level in Europe 2010"
at TIPA European Photo & Imaging Awards

TIPAPENTAX K-x

HOYA CORPORATION PENTAX Products is pleased to announce that the PENTAX K-x digital SLR camera, first launched in October 2009, was selected the Best DSLR Entry Level in Europe 2010 by the prestigious Technical Image Press Association (TIPA). The selection was made because of the K-x's well-balanced combination of advanced features and exceptional basic specifications promising high-quality digital SLR photography in a compact, lightweight and maneuverable body.

TIPA is an independent, non-profit organization of the chief editors and technical editors of 29 leading photo and imaging magazines in 13 countries. It annually selects the most distinguished products in several different categories. This year, the PENTAX K-x received the highest rating in the Best DSLR Entry Level in Europe category.

In its selection of the K-x, TIPA noted that, although the K-x is a compact, lightweight entry-class model, it provides an array of advanced, user-friendly features, including approximately 12.0 effective megapixels, a dust-removal function, an in-body shake-reduction system, movie recording capability, a top shutter speed of 1/6000 second, and a sensitivity expansion function that raises the highest sensitivity from ISO 6400 to ISO 12800. It also noted that, "the attractive price and a respectable technical content are well combined for pleasant picture taking," allowing users to "discover the delights of the SLR camera system."

TIPA will hold the award presentation ceremony on September 21, 2010, the opening day of Photokina, the world's largest photo and imaging systems trade fair, to be held in Cologne, Germany.

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