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New Range of High Quality ’A’ Series Cameras with HD


Fujifilm is pleased to announce the introduction of two new A series compacts featuring High Definition capture. The AV100 and AX280 offer point and shoot simplicity and are perfect for people who are investing in their first digital camera.
Despite their entry-level price, there is no compromise when in comes to image quality. All models feature a precision Fujinon lens, to ensure that top optical quality is realised from the powerful sensor and advanced image processing engine.

A Choice of Features

The two new A series compacts are divided in to two categories dependent on their zoom capabilities. The 12 megapixel AV100 boasts a 3x Fujinon zoom, whilst the 14 megapixel AX280 features a versatile Fujinon 5x, 28mm wide-angle zoom lens.

Whichever camera you choose, the high resolution sensors and top quality Fujinon optics combine with the high sensitivity settings (to ISO 3200) to deliver sharp, clear images in all conditions. There’s also Digital Image Stabilisation to reduce image blur caused by hand shake or subject movement.

High Definition capabilities

Both new A series compacts will capture stunning, detailed, HD video and FULL HD Photo at 16:9. Play them back on any HD ready television* (or home PC) and prepare to be amazed as your photos come to life in their full glory.

*To connect to an HD-ready TV, you will need an optional accessory HD Player (HDP-L1)

Intuitive Technology

Scene Recognition Auto (SR AUTO) ensures that you get a good picture every time. It intelligently detects the scene type and shooting conditions, and optimises the camera’s focus, exposure and white balance to achieve perfect results. So whether you’re photographing flowers or shooting a holiday landscape, you will get flawless photos at the press of a button. Or if you prefer you can choose one of 13 programmed scene modes for extra control.

If you have ever struggled to find the photo you are looking for on your camera, then this new function will be long awaited. Fujifilm is introducing a Picture Search feature which allows you to find all images taken in a particular scene mode (e.g. Portraits, Landscapes, or Macro shots) thereby ensuring it is much faster to navigate through the photos on your camera.

For added creative versatility, Panoramic shooting mode allows you to stitch three photos together to create a stunning panoramic image, perfect for wide landscapes, tall buildings or large groups of people.

Focus on Faces

Ideal for photographing portraits or group shots of people, the A series cameras feature Fujifilm’s Face Detection technology to ensure the settings are optimised for the people in the picture. Candid shots in low-light are made simple with the Natural Light mode, which automatically increases the ISO to enable the flash to be forced off for discreet, non-intrusive shots.

And, for those occasions when stills don’t do a moment justice, HD Movie Mode with sound lets you record those precious memories and relive them time and time again in glorious HD resolution.

Varied specification dependent on model:

* AX280 - 14 megapixels and 5x Fujinon wide-angle zoom lens
* AV100 - 12 megapixels and Fujinon 3x zoom lens

Core specification:

* Easy-to-use - an ideal first time camera
* Scene Recognition Auto (SR AUTO)
* Face Detection technology with auto red-eye removal
* HD 720p for both stills and movie capture (16 : 9 stills)
* Picture Search - by Face, by Scene, by Date and by data type.
* Panoramic Shooting mode
* ISO sensitivity 1600 at full resolution and up to ISO 3200 with 3MP
* AA battery operated
* Available in Black, Silver and Bright Pink

FinePix AV100/AX280

Number of effective pixels

AV100: 12.2 million pixels
AX280: 14 million pixels

CCD sensor

1/ 2.3-inch

Storage media

AV100:Internal memory (Approx. 9MB) SD memory card / SDHC memory card
AX280: Internal memory (Approx. 24MB) SD memory card / SDHC memory card

File format

Still image: JPEG (Exif. Ver. 2.2) / Movie: AVI (Motion JPEG) with sound / Audio: WAVE format, Monaural sound
(Design rule for Camera File system compliant / DPOF-compatible)

Number of recorded pixels

Still image: 4000x3000 (12M, 4:3 format) / 4000x2666 (11M, 3:2 format) / 4000x2248 (9M, 16:9 format) / 2816x2112 (6M, 4:3 format) / 2048x1536 (3M, 4:3 format) / 1920x1080 (2M, 16:9 format) / 1600x1200 (2M, 4:3 format) / 640x480 (0.3M, 4:3 format)


AV100: Fujinon 3x optical zoom lens, F2.9(Wide)-F5.2(Telephoto)
AX280: Fujinon 5x optical zoom lens, F3.6(Wide)-F5.9(Telephoto)

Lens focal length

AV100: f=5.7-17.1mm, equivalent to 32-96mm on a 35mm camera
AX280: f=5.0- 25mm, equivalent to 28-140mm on a 35mm camera

Digital zoom

AV100: Approx. 6.3× (up to 18.9× when combined with optical zoom)
AX280::Approx. 6.7× (up to 33.5× when combined with optical zoom)


AV100: F2.9-8.8 (Wide) F5.2-F16 (Telephoto) with ND filter
AX280: F3.6/8(Wide) F5.9-F13(Telephoto) with ND filter

Focus distance

(from lens surface)

AV100: Normal: 60cm (2ft) to infinity
Macro: Wide: Approx. 10cm-70cm /3.9in-2.3ft.; Telephoto: Approx. 35cm-70cm/1.2ft.-2.3ft.

AX280: Normal: Wide: Approx. 45cm (1.5ft) to infinity; Telephoto: Approx. 80cm (2.6ft) to infinity
Macro: Wide: Approx. 10cm - 80cm /3.9in.-2.6ft. Telephoto: Approx. 60cm - 100cm/2ft.3.3ft.


Auto / Equivalent to ISO 100/200/400/800/1600/3200* (Standard Output Sensitivity) *3M pixels or lower

Exposure control

TTL 256-zones metering

Exposure mode

Programmed AE

Shooting modes

SR Auto, Auto, P, Natural Light, Natural Light & with Flash, Portrait, Baby, Landscape, Panorama, Sport, Night, Night(Tripod), Fireworks, Sunset, Snow, Beach, Party, Flower, Party, Flower, Text      

Image Stabiliser

Digital Image Stabilisation

Shutter speed

(Auto mode) 1/4 sec. to 1/1400 sec. (All other modes) 8 sec. to 1/1400 sec.

Continuous shooting

AV100: Top-3, Up to 1.6fps; max. 3 frames
AX280: Top-3, Up to 1.2fps; max. 3 frames


Auto focus (Centre)

White balance

Automatic Scene Recognition
Preset: Fine, Shade, Fluorescent light (Daylight), Fluorescent light (Warm White), Fluorescent light (Cool White), Incandescent light


Approx. 10 sec./2 sec. delay


Auto flash
AV100: Effective range: (ISO AUTO)

Wide: approx. 60cm-3.5 m/2ft.-11.5ft.,
Telephoto: approx. 60cm-2.0 m/2ft.-6.6ft.
Macro: approx. 30cm-80 cm/1ft.-2.6ft.

AX280: Effective range: (ISO AUTO)

Wide: approx. 60cm-3m/2ft.-9.8 ft., Telephoto: approx. 60cm-2m/2ft.-6.6 ft.
Macro: approx. 30cm-80cm/1ft.-2.6ft.

Flash modes:
Red-eye removal OFF: Auto, Forced Flash, Suppressed Flash, Slow Synchro.
Red-eye removal ON: Red-eye Reduction Auto, Red-eye Reduction & Forced Flash, Suppressed Flash, Red-eye Reduction & Slow Synchro.

LCD monitor

AV100: 2.7-in 230k-dot colour LCD monitor; frame coverage approx. 96%
AX280:3.0-in. 230k-dot colour LCD monitor; frame coverage approx. 96%

Movie recording

1280x720 pixels (24 frames / sec.) / 640x480 pixels / 320x240 pixels (30 frames / sec.) with monaural sound

Photography functions

SR AUTO, Face Detection, Auto red-eye removal, Framing guideline, Frame No. memory, Silent mode

Playback functions

Face Detection, Auto red-eye removal, Crop, Resize, Image rotate, Slide show, Multi-frame playback (with Microthumbnail), Sorting by date, Picture search

Video output

NTSC/PAL selectable

Digital interface

USB 2.0 High-Speed

Power supply

2xAA type alkaline batteries (included) / 2xAA type Ni-MH rechargeable batteries (sold separately)


93mm(W) × 60.2mm(H) × 27.8mm (D) /3.7in.(W) × 2.4in.(H) × 1.1in (D) (excluding accessories and attachments)


Approx. 119g /4.2oz. (excluding accessories, battery and memory card)
Approx. 167g /5.9oz. (including accessories, battery and memory card)

Operating Humidity

85% or less (no condensation)

Guide to the number of available frames for battery operation

(AUTO mode) Approx. 180 frames (alkaline batteries of the type supplied with the camera) or 400 frames (2700 mAh Ni-MH batteries)

Accessories included

2xAA type alkaline batteries
Hand strap
USB cable for the
Owner’s manual

*Subject to change

Notes to Editors

Information about Fujifilm products, and high-resolution images, are also available at

Contact details for customers
For information about Fujifilm and its products, please visit: or call 0844 553 2322

About Fujifilm
Fujifilm is a global leader in imaging technology, products and services including digital cameras, photofinishing, digital storage and recording media, consumer and professional film, motion picture film, professional video, printing systems, medical imaging, office technology, flat panel displays and graphic arts. The company employs more than 73,000 people worldwide, with 178 subsidiaries stretching across four continents.

Uniquely placed to be a market leader in digital imaging, Fujifilm develops and manufactures its own sensors, lenses and processing technology. In addition to its production plants and R&D operations in Japan, the company has key manufacturing facilities in Europe and the USA for core products such as colour film, colour paper, single use cameras and CTP printing plates, and has further factories in Brazil and China. It has a global turnover in excess of £13 billion.

In the UK, Fujifilm has been supplying the imaging, printing and graphics industries, as well as consumers, professional and enthusiast photographers, with high quality, innovative products and services for over 25 years. Fujifilm UK currently employs more than 450 people and has become one of the country’s most popular photographic and imaging brands.


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