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HTC today announced its foray into consumer cameras with the launch of the RE, a unique cylindrical camera. The RE features a 16-megapixel, 1/2.3-inch with a 146 degree wide angle CMOS sensor. With this HTC is hoping to take on the emerging action camera segment dominated by GoPro.

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“HTC has been setting the standard for smartphones for years – today we’re focused on redefining the concept of imaging forever,” said Peter Chou, CEO, HTC. “Once people get a RE in their hands, they won’t want to put it down. This is everybody’s opportunity to get out from behind the lens and start living in the moment again.”

The RE doesn’t look like any other camera we have seen before with its cylindrical pipe out of which you could expect Super Mario to emerge any moment. The hand grip also has a sensor that switches on the camera as soon as you hold it. Photos can be clicked by pressing the trigger button once while full HD 1080p videos can be shot by pressing it for slightly longer.

The RE can also shoot slow motion videos that are shot at 120 frames per second and time-lapse videos as well. It is also waterproof out of the box with IP57 rating, without needing any additional protective casing. At the bottom there is a standard 1/4 tripod tread.

HTC is also releasing the RE app for Android and iOS devices that will allow you to share photos and videos directly from the RE to your device over Wi-Fi. A future update will also enable users to live stream videos from the RE to YouTube.

Along with the RE, HTC has also launched a number of accessories including a head mount, lanyards that come with lens caps, portable battery charger with a tripod mount on top. The RE comes with a 820mAh battery that HTC claims is good for clicking 1,200 16-megapixel photos or 1 hour 40 minutes of continuous video recording in full HD resolution.

The Re camera is priced at $199.99 (Rs 12,200 approximately) and will be available in the US later this month. HTC has also revealed that RE will be launched in India some time in the first week of November.