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The popular EasyShare system is built on the premise of making digital photography as simple as possible. Once the software is installed, cameras can simply be plugged into a PC that downloads them automatically for archiving or editing. Kodak is banking on the fact that keen photographers, like the more casual snappers, simply want to take good shots and not mess around with the software.

The strategy is summed up by David Hughes, Category Sales Director, DSC and Home Printing for Eastman Kodak who said, 'While serious photographers demand advanced photographic controls, they're also craving easier-to-use cameras and systems

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- an area in which Kodak excels'.

He might also point out that the low end digital camera market is rapidly disappearing with the introduction of camera phones that are this year's big sellers.

The P-Series cameras are equipped with a 24-140mm Schneider-Kreuznach Varigon zoom lens, which, Kodak claims, adds extra depth to landscape and indoor photography. The same integrated lens allows photographers to zoom up to 140 mm (5.8X) using the manual zoom ring for framing. The range also features an 8.3 mega pixel sensor that can produce prints of up to 75x102 cm.

The P-Series also offers a range of advanced video features. Kodak says that the camera can record broadcast quality 5.8 mega pixel VGA video at 30 frames per second (Motion JPEG compression). At the same time it offers full optical zoom, then trim, cut, splice and merge clips on the camera.

Individual video frames can also be selected as JPEGs at 640 x 480 VGA resolution, which can then be printed as 4 x 6 inches photographs.

Both models will hit the shelves from September 2005 with he P880 priced at £449.99 and the P850 at £349.99. Both are recommended retail prices so buyers may get a better deal if they shop around.