Canon targets bigger share of HD camcorder market

Canon Inc is focusing its efforts this year on capturing a larger slice of the High-Definition (HD) camcorder market. It is shifting its focus from SD (standard-definition) camcorders.

It said that currently sales of the SD vs HD cameras is about 60/40 but expects the difference to even out this year as the demand for HD continues to grow. The demand is in line with the increasing popularity of HD TVs and monitors worldwide.

"Also, we are seeing a growing demand for HD recording devices, which include flip cameras and mirrorless-system cameras, as the prices for these products get more affordable," said Edakubo Hiroo, group executive for Canon's video products group.

The camera maker is also shoehorning professional-grade features into its mid-range consumer products.

Yoshito Okada, general manager for its video products marketing management division, said the Canon XA10 and Legria HF G10 will have a full megapixel HD CMOS Pro sensor.

"This is the same sensor that we use in our range of cameras aimed at professionals, and offers greater light sensitivity and dynamic range," he said.

It is also introducing new features, such as Cinema Style, on its Legria camcorders.

"Cinema Style enables consumers to use filters to add various artistic effects to their videos," Okada explained. There is also a Story Creator feature that makes it easy for users to edit videos on the camcorder.

Canon hopes that the introduction of these new cameras and unique features will set its products further apart from those of its competitors, as well as help it boost its share of the camcorder market.

It recently launched a slew of products at its headquarters here. Journalists attending from several other countries were also given a tour of the production line.
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