1. A method of generating image content, comprising: receiving image data representing an image generated by a system of camera elements having a predetermined focal location wherein the system of camera elements comprises a plurality of camera elements arranged in a horizontally concave manner, whereby each camera element generates element image data representing the field of view of the camera element, wherein at least part of the field of view of adjacent camera elements is different; and the image data is generated and representative of a composite image generated from the received element image data; generating segment image data representing a selected segment of the image by: (i) determining a substantially flat plane representing the selected segment, the flat plane being positioned such that the flat plane lies substantially perpendicular to the focal location of the camera element at a reference location in the selected segment, and (ii) mapping pixel data onto the substantially flat plane in accordance with at least one parameter of the camera element.