General Imaging aims to undercut the competition by launching its first ?Power Pro Series? bridge camera, the X5, at an aggressively priced £129.99.

General Imaging Europe’s president Masami Shimoda told Amateur Photographer (AP) that the firm is keen to grab a slice of what is an increasingly cutthroat market early on, by pricing the X5 at under £130.

Shimoda said General Imaging wants to exploit what it sees as a growing market for consumers who are put off by the bulk and weight of a DSLR.

Speaking to AP an event in central London last night, Shimoda also confirmed plans to launch a second X-series model before the year end.

But, he added, unlike firms such as Olympus, Panasonic and Samsung, the firm has no plans to enter the interchangeable lens compact camera market, preferring to launch fixed lens models.

The 14.1-million-pixel X5, first unveiled earlier this year, is set to make its UK debut this month.

Features include a lens delivering the 35mm viewing angle equivalent of a 27-405mm zoom and an equivalent ISO sensitivity of 3200.

The 2.7in LCD monitor carries a resolution of 230,400 pixels.

The X5 incorporates a Quick Time Motion-JPEG movie mode.

It will be available in a choice of black or white.

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