I3A Looks into the Future at PMA 2006 on Feb. 27: Free Technical Forum, ''Going Raw,'' I3A Spotlight Reception and Annual Leadership Award.

WHITE PLAINS, N.Y. -- The International Imaging Industry Association (I3A), the leading global association for the imaging industry, will take a deep look into their crystal ball for the benefit attendees at the upcoming PMA 2006 conference, to be held February 26-March 1 in Orlando, Fla.

On Monday, Feb. 27, from 8:30 am to noon, I3A will host a Technical Forum panel discussion on a crucial issue, "Going RAW: Is a Standard RAW Image Format Possible?" American Society of Media Photographers (ASMP) executive director Gene Mopsik will serve as panel moderator. Sponsored by Fuji Photo Film U.S.A., Inc., the panel will include Richard Anderson, ASMP; Kevin Connor, Adobe Systems Incorporated; Tim Grey, Microsoft Corporation; Jack Holm, Hewlett Packard; Nicolas Touchard, DxO Labs; and Chuck Westfall, Canon USA.

Also on Monday, I3A will present its prestigious annual Leadership Award, at a special ceremony during the I3A Spotlight Reception, which is sponsored in part this year by Felix Schoeller Jr. and Hewlett Packard. Each year since 1980, I3A has recognized one individual in the international imaging community who has best exhibited the exemplary qualities and innovative vision of a leader. Previous recipients include Vyomesh Joshi of HP (2005), Shigetaka Komori of Fuji Photo Film Co. (2004), Friedrich Hujer of Agfa-Gevaert (2003), and Philippe Kahn of LightSurf Technologies (2002). To find out who will receive the award this year, register to attend the reception at http://www.i3a.org or call [phone].

"Every year we have an opportunity to recognize someone in our industry who has made a difference to the future success of the world of imaging," said Ted McNeff of Eastman Kodak Company, Chairman of I3A. "We look forward to honoring this year's recipient at our Spotlight Reception and publicizing the award to the imaging community and beyond."

The annual Spotlight Reception, in addition to being the venue for the award presentation, is an opportunity for I3A members and their industry peers to gather for an evening of networking and refreshments. "Best reception at PMA," said Future Image President Alexis Gerard of the 2005 event. This year's event focuses on looking into the future, as befits the organization that, for six decades, has driven the creation of standards powering the future of imaging.

At the Technical Forum, experts from the I3A member community will deliver presentations and invite discussion with attendees on RAW camera file formats. This discussion was first held at I3A's Leadership Conference in November 2005, and it was so well received that it is being restaged in an enhanced version at PMA 2006.

A RAW file is a file format created by a manufacturer to contain the (actual) raw data from a digital camera. Currently each manufacturer's format is proprietary, different and typically has multiple variations for different camera models. Nevertheless, RAW files are becoming a popular choice for many photographers because they:

--Preserve the maximum amount of original image data;

--Offer greater creative control with digital images;

--Enable the highest possible image quality from each file;

--Allow flexible settings such as exposure and white balance after the exposure is made;

--Remove the limitations of fixed in-camera processing;

--Will improve image quality over time as RAW processing software capabilities advance; and

--Provide an archival image format that could potentially rival the usefulness and longevity of film.

While RAW files' use is increasing, the problems created by their closed, proprietary formats are becoming more evident. The panel will explore the future development of RAW file data, including a move toward open standards.

"The annual gathering of the imaging community at PMA is the perfect venue for I3A to take a look at the technology needed to take our industry into the future," said I3A President Lisa Walker. "Our Tech Forum will take an in-depth look at an issue that is increasingly important for the future of digital photography - RAW file formats. Our panel of experts will suggest innovative approaches to solving the problems they foresee before they become overwhelming."

The Technical Forum will take place in Room 204 AB, Level 2 of the Orange County Convention Center. Admission is free, but space is limited: anyone interested in attending must RSVP at http://www.i3a.org or call [phone] to reserve a seat.

Limited PMA sponsorship opportunities are still available - for information on how to put your company's message in the "spotlight" at I3A's PMA activities, call or email Shannon Taylor, [e-mail] or [phone].

Activities specifically for I3A members are also scheduled at PMA 2006; member representatives can learn more and register on the I3A Web site at http://members.i3a.org.

About the International Imaging Industry Association (I3A)

I3A is the leading global imaging industry association, driving growth of and setting standards for the photographic and information imaging markets. As the industry focal point, I3A offers a framework and environment where members can quickly find resources to solve critical issues and develop market solutions. Members of I3A work together to find common ground for advancing the industry and to enable better products and services for their customers.

I3A is an accredited Standards Developing Organization, serving as secretariat for the International Organization for Standardization Technical Committee 42 (ISO/TC42) on Photography, and as administrator for the USA Technical Advisory Group for this committee. Information about I3A can be found on the World Wide Web at www.i3a.org or by phone at [phone].

EDITORS' NOTE: To schedule one-on-one interviews - in person at PMA or via phone -- with I3A's President Lisa Walker and other I3A spokesmen, email or call Judith Vanderkay, [e-mail] or [phone].