PRESS RELEASE:Every year the Photo Marketing Association Annual Convention & Trade Show (PMA) is the platform upon which the latest in photographic technology is launched and this year is no exception. Ahead of the PMA show in Las Vegas, Pentax is delighted to preview the launch of three new digital cameras. An extension of the award winning Optio range, the Optio S4i, S40 and 30 all combine Pentax's trademark functionality and performance with enhanced ease-of-use.

The Optio S range has experienced huge recognition and won many plaudits over the last year. Well, the best just got better with Pentax set to launch two new members of the collection. The S4i and S40 both weigh in at hefty four megapixels and take their inspiration from the incredibly successful Optio S4, maintaining the original's style and minuscule appearance whilst adding extra functions.

The Optio S4i boasts an impressive 3X optical, 4X digital zoom, an enlarged state-of-the-art 1.8 inch TFT LCD display and a 'Recharge Unit', enabling the user to charge the battery by simply sitting the camera in a desktop docking unit. Another key feature is the addition of a 'Quick Button', which returns the user to a 'simple mode' - for basic point and shoot photography - at a touch of a button.

Incorporating the unique Pentax Sliding Lens System, and with a 3X optical and 2.6X digital zoom, the OptioS40 achieves exceptionally compact dimensions. A handy mode dial is employed to allow virtually effortless selection from the impressive range of shooting modes. The Optio S40 is powered by two AA batteries, making it ideal for those on the move. Moreover, to simplify the user experience, an 'Auto Select' mode has been included which offers users a help function, providing an on-screen explanation of each feature and menu item.

The Optio30 is the ideal camera for the newcomer to the digital photography. Compact, ergonomic and lightweight, it's as comfortable in the hand as it is attractive to the eye. With the ample imaging ability of 3.2 effective megapixels and the versatility of 3X optical zoom, it has the power to offer a satisfying blend of clarity and compositional freedom. To simplify the user interface, the Optio30 features two separate menus, 'simple' and 'full', allowing the user to choose the interface that best suits their needs. Despite its minimal dimensions, every effort has been made to make each of the controls as large as possible.

The Pentax Optio S4i will have a guide price of approximately £329.99, the Optio S40 £299.99, and the Optio 30 £169.99. All models will be available in April 2004.