Canon Australia again asserts its industry leadership in digital SLR (DSLR) photography, announcing its most creative and powerful entry-level DSLR yet. Positioned between the popular EOS 500D and 50D, the EOS 550D will make it easy for consumers to get involved with creative photography.

Shooting professional-quality shots is effortless with the EOS 550D thanks to the combination of easy-to-use technologies, such as full auto capabilities and advanced intuitive image correction tools which include improved high ISO performance, EOS Movie (FULL High Definition (HD) movie recording) with a new ‘Movie Crop’ feature and high-quality imaging attributes.

“The balance of intuitive features and sophisticated technologies make the EOS 550D the perfect stepping stone for those wishing to take their photography further and transition from compact shooting into DSLR photography,” says Chris Macleod, Brand Manager – EOS, Canon Australia. “At the same time the EOS 550D is not limited to first-time users, offering those looking to upgrade the largest range of creative shooting possibilities available in Canon’s entry-level EOS range – it’s a camera users can grow into.”

Creative DSLR photography made easy

The EOS 550D incorporates an array of amazing technologies including full auto control, ensuring the camera does all the work and produces high-quality shots every time.

Like other Canon DSLR models, the EOS 550D features Live View Mode with Auto Focus capabilities. Allowing greater flexibility and creative composition, this technology makes it easy to compose and shoot images on the 3.0-inch Clear View Wide LCD screen, without ever having to bring the camera to your eye.

The camera also features live Face Detection mode in Live View shooting. By distinguishing human faces in each shot and adjusting the focus and exposure accordingly, Live Face Detection allows photographers to ensure their subjects are captured clearly.

Ensuring the DSLR experience is an easy one, the camera incorporates automatic image correction tools (Auto Lighting Optimiser, Peripheral Illumination Correction and Highlight Tone Priority). This ensures that the camera does all the work, identifying the correct exposure for each shot and producing professional-quality shots every time.

The EOS 550D also offers a Quick Control screen which is a first in Canon’s entry-level EOS range. It enables photographers to quickly and simply adjust settings using only one menu screen, ensuring users can capture the moment the way they want every time.

Compatibility with the full range of EF and EF-S lenses will allow users to get creative with a variety of subjects, from macro to detailed shots from afar.

Stunning image quality

Featuring an 18 megapixel CMOS sensor (highest resolution in class) and DiG!C 4 image processor, the EOS 550D boasts high image quality and will make taking clear, true-to-life shots effortless. 

In addition to its superior image capture, the EOS 550D also features advanced ISO capabilities. The EOS 550D’s ISO speed range is ISO 100-6400 (up to ISO 12800), offering users more creative control and making it easy to capture beautiful hand held images at night and in near dark conditions.

More creative possibilities than ever before

In addition to taking stunning stills, EOS Movie allows users to capture impressive movies in Full HD quality easily thanks to Live View Mode with Auto Focus capabilities.

For users who want to test their creativity, the EOS 550D offers full manual control while shooting video, allowing users to shoot a variety of subjects in different lighting situations and experiment with a range of creative effects.

The inclusion of a ‘Movie Crop’ function (a Canon first), means users can now crop into a scene (up to approx. 7x magnification) when recording in Standard Definition (640x480), enabling photographers to get closer to their subject when shooting from afar.

The EOS 550D offers HDMI output in full High-Definition (HD), ensuring images can be viewed in Full HD when transferred to an HD monitor.

Pricing and Availability

The EOS 550D body will be available in Body Only (RRP $TBC), Single IS Kit (with EF-S18-55mm f/3.5-5.6 IS, RRP $TBC), Twin IS kit (with EF-S18-55mm f/3.5-5.6 IS and EF-S55-250mm f/4-5.6 IS, RRP $TBC), Super Kit (with EF-S 18-135mm f/3.5-5.6 IS, RRP $TBC) and Premium kit (with EF-S18-200mm f/3.5-5.6 IS, RRP $TBC). These kits will all be available from late February 2010 through Canon dealers nationally.

---