NEWS FOR RELEASE: IMMEDIATE


PENTAX ZX-5 "EUROPEAN CAMERA OF THE YEAR 1996-1997"

DENVER, Colorado (August 28, 1996): PENTAX Corporation is pleased to announce that the PENTAX ZX-5, a super-compact autofocus 35mm SLR camera, has been selected as the "European Camera of the Year 1996-1997" by the European Imaging and Sound Association (EISA). EISA is an organization of 38 professional journalists covering photo, video, audio and home theater in 19 European countries. The official presentation of the award will be held on September 18 at Photokina in Cologne, Germany. Having already won TIPA's "The Best SLR camera of the Year '96-'97," earlier in the year, the ZX-5 has won the two most prestigious awards presented to SLR cameras in Europe.

EISA's Photo Panel, made up of the editors-in-chief and technical editors of large-circulation photo-journals in 15 European countries, carefully evaluated all the SLR models introduced to the European market between July 1, 1995 and June 30, 1996. It finally selected the ZX-5 as the year's best SLR camera, naming it the "European Camera of the Year 1996-1997."

Here is EISA's definition of the selection criteria: "One specific product or a line of products which best represents a combination of advanced technology, desirable features, design, handling and value which is likely to be most appreciated by the enthusiastic consumer seeking high quality and creative facilities." In selecting the ZX-5, the panel commented that, "With the ZX-5, PENTAX has developed a new breed of autofocus SLR. Its inspired design utilizes the best details of a compact camera within an ultra-light body. The camera's logical and traditional control layout makes it a joy to use; its overall performance exceeds the needs of most photo hobbyists at a very reasonable price."

PENTAX Corporation is a wholly owned subsidiary of Asahi Optical Company, Ltd., of Japan. Corporate headquarters are located in Colorado, and the company also maintains regional sales offices in New York, Chicago, Denver, and Los Angeles. PENTAX markets cameras, lenses, binoculars, rifle scopes, surveying equipment, closed circuit television lenses, and a wide range of specialized lenses and accessories.

For More Information: Lorri Peterson

(303) 799-8000 x261

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