Video cameras go point and shoot. Bloomberg Boot Camp, a report on today's technology. A company called Pure Digital has launched what it calls the first point and shoot camcorder….being sold for 129 dollars at Target stores…and soon under Thomson's RCA brand as well. The cameras…says Rich Phipps, director of the audio visual business at Thomson….are designed to make it easy for consumers to shoot video and bring the content onto DVDs….

"Our first unit, the EZ 101 is thirty minutes of recording time on flash memory. It has a flip out USB arm so you can connect it directly to a PC or a laptop. It also will launch immediately into an email application that makes it very easy to share these videos. If you go to a one hour DVD processing lab, you can have a DVD burned for a ten or twelve dollar charge. There are over 8 thousand retail locations."

The quality is not what you would get from the typical digital camcorders. Some of those models…can save video directly onto DVDs. Another alternative to the Pure Digital camcorders….is the video capability that you'll find in many point and shoot digital still cameras today. But, says, Phipps…

"A still camera is great for still photography. When it comes to sharing the video, most people just end up watching them briefly on the little display of the camera itself."

The advantages the Pure Digital cameras have…are ease of use, ease of emailing the videos…and easy creation of in store DVDs. Bloomberg Boot Camp, I'm Fred Fishkin.