[Line-up of eight digital cameras from General Imaging bearing the GE brand launched at PMA Trade Show.]

Las Vegas -- General Imaging today launched its highly anticipated line of GE-branded digital cameras at PMA 07, the Photo Marketing Association’s annual international conference and the leading photo industry convention and trade show.

The line of eight cameras represents the first time General Electric (NYSE: GE) has bestowed its highly regarded and trusted brand on a consumer camera line. General Imaging, led by Chairman & CEO Hiroshi “Hugh” Komiya, is the exclusive worldwide licensee for the GE cameras.

General Imaging, based in Torrance, Calif., lifted the wraps on eight cameras in all, from the entry level to the “prosumer” level, along with a photo printer that will create beautiful prints from any camera in the range.

All of the GE cameras offer popular advanced features as standard at every price point, including face tracking, image stabilization, red-eye removal, high ISO sensitivity, and panoramic stitching.

The GE line sets a new benchmark for point-and-shoot digital cameras with a strong product identity that combines both ease of operation and a handsome consistency in look and feel across all models. “Consumers are demanding not just advanced features but stylish designs,” Komiya said. “And General Imaging is meeting that demand with cameras that are a statement of style while offering all the latest technology.”

Here are more specifics about the entries in the new GE camera line:

A Series

The most affordable, entry-level GE digital cameras. Remarkably feature-rich cameras for first-time buyers or those upgrading from first-generation digital cameras. Both include a generous 2.5-inch LCD screen. Powered by two AA alkaline batteries.

* The A730 features a 3x optical zoom and 7 megapixels of resolution.

* The A830 offers 3x optical zoom and 8 megapixels.

E Series

The intermediate level of the GE models offers features found on other brands’ top-of-the-line models. The E1030 features a 2.7-inch LCD; all others in this series offer a spacious 3-inch screen. All are powered by rechargeable lithium-ion batteries.

* The E850 includes a 28mm equivalent wide-angle lens, a 5x optical zoom and 8 megapixels.

* The E1030 offers a 3x optical zoom and 10 megapixels.

* The E1040 includes a 4x optical zoom and 10 megapixels.

* The E1240 features a 4x optical zoom and 12 megapixels.

G Series (The G1)

The signature GE camera is its most compact model (3⅝ inches wide x 2½ inches high), yet it’s big on performance. Perfect for soccer moms or anyone else on the go who wants a superb, snazzy point-and-shoot camera. Includes a 3x optical zoom, a vibrant 2.5-inch LCD screen, 7 megapixels, and a rechargeable lithium-ion battery.

X Series (The X1)

A high-performance camera for the more serious photographer. Boasts state-of-the-art optical image stabilization, 12x optical zoom, a 2.5-inch LCD screen, 8 megapixels, and a handgrip. Powered by four AA batteries.

The P1 Printer

Get spectacular-looking prints from a spectacular-performing 4” x 6” photo printer. Features ultra-contemporary design, 4800 x 1200 dpi resolution, advanced three-color ink, 75-second print time (normal mode) or 105-second print time (photo mode), USB 2.0 and PictBridge ports, a 2.5-inch LCD monitor, and a 25-sheet loading tray.

The new GE cameras are getting their first public showing in an 8,600-square-foot exhibit General Imaging created for the show.

“We know that the GE brand is very well regarded, and research shows that 76 percent of those surveyed would be interested in buying a GE camera,” said Komiya. “This makes GE the perfect partner for delivering a high-quality product that is easy to use and has distinctive styling.”

Prices are not yet firm, but are expected to range from $149 to $399. Cameras will begin reaching North American shelves in May, with European and Asian distribution to take place later this year.

On February 13 GE and General Imaging announced a licensing agreement by which General Imaging would design, manufacture and distribute the cameras.

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