The application is not supposed to show up in iTunes, but handle the sync separately.
Have you set the correct path to your E70 memory card mounted volume in the iTMW preferences? Also, have you created a playlist in iTunes and indicated in iTMW that you want to sync that particular playlist?
In order to define what happens when you connect a camera (which I think your Mac thinks your E70 memory card is), start Image Capture, open its preferences and select None (or something similar).
Playlist and path to the volume
The application is not supposed to show up in iTunes, but handle the sync separately.
Have you set the correct path to your E70 memory card mounted volume in the iTMW preferences? Also, have you created a playlist in iTunes and indicated in iTMW that you want to sync that particular playlist?
In order to define what happens when you connect a camera (which I think your Mac thinks your E70 memory card is), start Image Capture, open its preferences and select None (or something similar).