Ricoh Imaging has just unveiled their newest DSLR camera, which they hope will attract mid-level buyers to the PENTAX brand. Basically, the company has built this brand new camera, the K-S1, off of proven imaging technology like the K-3 advanced DSLR, as well as, “the distinct design cues and a flat field user interface.” As a result, the K-S1 truly appeals “to the next generation PENTAX owner without surrendering the performance expected in a mid-class camera,” according to its news release.

The K-S1 has various features that allow it to rise above most mid-class cameras: it “incorporates a newly designed 20 megapixel image sensor—super-high sensitivity ISO 51200—in-body shake reduction, an AA filter simulator and 5.4 frames per second shooting at a fast 1/6000 shutter speed.”

Also, we can’t forget the aforementioned ground-breaking interface, “which integrates a back-lit LED selection dial, four-way navigation, and a bright 3” 921,000 dot LCD that breaks tradition of the knobs and buttons found on traditional DSLR cameras.” Now, this is supposed to be the camera that introduces many to the PENTAX brand and it certainly does not disappoint; it has the quality of higher priced camera, but makes it simpler for even the, well, camera illiterate.

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Even Jim Malcolm, the executive vice president of Ricoh Imaging, explains why most non-PENTAX users are going to be more inclined to purchase the K-S1: “With the K-S1 we are building on our solid reputation as a camera company and inviting new customers to experience the PENTAX advantage. Our core PENTAX products provide an important foundation that the K-S1 builds upon.”

The PENTAX K-S1 kit, which includes an 18-55 mm lens, is expected to hit the shelves in September 2014 for $799.99, while the body will only cost $749.95. It will be available through retailers nationwide as well as the Ricoh Imaging site.