Consumers who own camcorders that use flash memory cards instead of tape will now be able to select the right storage media for their cameras with the debut of a video card line from SanDisk Corporation (NASDAQ:SNDK). As the first of a new category of storage media, SanDisk Video HD cards will be available in SDHC (high-capacity) and Memory Stick PRO Duo formats, and will be identified by minutes of recording time as well as by capacity.

SanDisk unveiled the high performance video card product family during a press conference at the Consumer Electronics Show, where the company is exhibiting at Booth 30768 in South Hall 3 of the Las Vegas Convention Center.

"The SanDisk Video HD line takes the mystery out of selecting the proper memory for these new camcorders," said Susan Park, senior product marketing manager for SanDisk's Cards and Accessories Division. "The bright red packaging and the bold labeling of recording times give consumers an easy way to select memory cards for video." The cards are designed to be high performance and optimized for high-definition camcorders, but they can also be used in recording standard video. Further, the cards work well in point-and-shoot digital still cameras that have video capabilities, she added.

"Until now, it has been difficult for consumers to select the memory card that is the most suitable for their camcorders, and equally difficult to calculate the amount of recording time they have available from the various resolution settings," said Park. Echoing the familiar messaging of analog video tape, the SanDisk Video HD card packaging offers a chart that shows the approximate number of minutes for HD High, HD Standard and HD Extended settings.

SanDisk Video HD cards exceed the performance required by high definition camcorders, making them ideal for 1080 High Definition recording. They also feature a fast read speed, making for efficient transfer speeds to a personal computer and giving them a "best in class" performance for video cards.

The concept of launching a new product category is being driven by the proliferation of HD-capable flash-memory-based camcorders and hybrid camcorders that contain both hard drives and card slots. Offered by manufacturers such as Sanyo, Sony, Panasonic and JVC, many of them are under $1,000 and come in compact sizes that make them easy to carry.

The market for flash-enabled camcorders is expected to grow in popularity. Research company IDC predicts that by 2011, some 37 percent of global camcorder shipments will be models that record onto memory cards, and well over half of camcorders will feature HD video capture. "With HD video quickly penetrating the category, it will be critical for vendors to provide seamless recording experiences," said Christopher Chute, research manager of IDC's worldwide digital imaging practice. "The SanDisk Video HD card is well-positioned to service this expanding market by simplifying the memory message for consumers," he added.

The SanDisk Video HD cards are expected to be available starting in March for North America and shortly afterwards for Europe. They will be offered in 60-minute(a) (4-gigabyte(1)) and 120-minute(a) (8GB) times - on the HD Standard setting - for both SDHC and Memory Stick PRO Duo formats. Suggested retail prices are $79.99 and $139.99, respectively, for the 4GB and 8GB SDHC cards, and $79.99 and $149.99, respectively, for the Memory Stick PRO Duo cards. Retailers have indicated that the cards will be displayed at or near digital camcorders.

Another feature: The cards come with jewel cases and labels so that users can identify and store their valued videos.

SanDisk Video HD Specifications
Video HD	13Mbps (HD High)	9Mbps (HD Standard)	6Mbps (HD Extended)
4GB SDHC	40 min	60 min	90 min
8GB SDHC	80 min	120 min	180 min
Video HD	15Mbps (HD High)	9Mbps (HD Standard)	5Mbps (HD Extended)
4GB MSPD	30 min	60 min	90 min
8GB MPSD	60 min	120 min	180 min
Actual recording time will vary depending upon the model, resolution, compression and content. Recording based on internal testing. 8 bits = 1 byte.

SanDisk Corporation, the inventor and world's largest supplier of flash storage cards, is a global leader in flash memory - from research, manufacturing and product design to consumer branding and retail distribution. SanDisk's product portfolio includes flash memory cards for mobile phones, digital cameras and camcorders; digital audio/video players; USB flash drives for consumers and the enterprise; embedded memory for mobile devices; and solid state drives for computers.

SanDisk (http://www.sandisk.com/corporate) is a Silicon Valley-based S&P 500 company, with more than half its sales outside the United States.

(1) 1 gigabyte (GB) = 1 billion bytes.