TI, HP Collborate On Camera Technology

From TI’s press release:

Texas Instruments Incorporated (TI) and HP today announced they collaborated on an image engine based on TI’s digital media processing technology to be featured exclusively in many of HP’s new digital cameras, including the HP Photosmart R707 digital camera also announced today at the Photo Marketing Association (PMA) trade show.

The new HP digital cameras will leverage TI’s digital signal processor-based (DSP) digital media processing technology to deliver picture-perfect images with the flexibility to easily add new imaging features into the design of future camera models.

“TI’s highly-integrated, powerful digital media processor provides a platform for unparalleled performance to HP’s digital still cameras,” said Dave Pahl, business manager for TI’s Digital Camera Solutions group. “By combining HP’s camera systems expertise and advanced algorithms with TI’s high-performance, programmable solutions optimized specifically for digital imaging products, these latest cameras from HP are primed to deliver the ultimate in quality pictures.”

“A powerful camera calls for a powerful engine, and TI’s digital media processors deliver the performance and flexibility that HP was looking for as we sought to revamp our line of digital cameras this year,” said Ed Minnock, vice president, Imaging and Printing Group, HP. “HP’s imaging science is advancing at a rate far faster than hard-coded silicon technology can keep up with. HP turned to TI for a fast, state-of-the art, fully programmable engine that could deliver the latest imaging algorithms to our new cameras in a matter of months, rather than years.”

The key to the image engine – found exclusively in HP digital cameras – is that it is programmable and flexible, allowing HP to put the latest and greatest in algorithm development into cameras even weeks before the cameras ship, truly providing consumers with the most up-to-date features and technology. HP now can take a brand new lens and a brand new sensor and build a fast camera with the latest advances in focus, exposure and color science.

The image engine is the power behind HP Real Life technologies – innovations not seen in digital cameras before that make it virtually impossible to take a bad picture – including HP In-Camera Red-Eye Removal, HP In-Camera Panorama Preview, HP Image Advice and HP Adaptive Lighting technology.

These advanced features are made possible by the programmability of TI’s digital media processor, which uses DSP technology. In the form of a chip, DSP technology provides ultra-fast instruction sequences in a digital format. As the leader in the overall DSP market, TI combines 25 years’ experience in optimizing signal processing engines for performance, power and cost.

For information regarding TI´s digital media platforms, please visit www.ti.com/hpti. For information regarding HP´s latest digital camera offerings announced at PMA 2004, please visit www.hp.com/go/pma2004.

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